Reputation management

Reputation management in hospitality is the practice of monitoring, analyzing, and responding to guest reviews and sentiment across digital channels to influence consumer perception, improve guest satisfaction, and increase pricing power.

How it is used

Revenue managers and general managers use online reputation management platforms to aggregate review scores from OTAs, Google, and TripAdvisor into a single index. Properties track their Global Review Index (GRI) alongside market penetration to identify operational failures, optimize channel conversion, and justify higher rates. A higher guest satisfaction score directly correlates with increased ADR elasticity, allowing hotels to raise prices without sacrificing occupancy.

Worked example

A 150-room hotel improves its review score on major OTAs from 8.1 to 8.7 over six months by addressing breakfast complaints identified in sentiment analysis. With a higher trust rating, the property successfully increases its rack rate by $12 per night while maintaining a 78% occupancy rate, generating an additional $51,246 in room revenue during the quarter.