Armin Gögele, last updated on August 28, 2023
Reputation management involves planning, building, maintaining, managing and controlling a reputation or image. As a sub-discipline of online marketing, reputation management can be practiced for various areas, such as individuals or entire companies like hotels.
The reputation or image results from the perception and interpretation of a certain target group. In this context, the desired state and the actual state do not always coincide. A good reputation within this target group can be decisive for the success of this company or person.
Reputation management aims to improve the reputation as sustainably as possible and to build up a good image. This is not exclusively about external communication, but rather about aligning the communication and actions of companies or individuals.
Reputation management consists of several measures that are carried out on an ongoing basis. This can include, for example, responding to reviews in rating portals or improving internal or external corporate communications, as well as measures to strengthen the hotel brand as an attractive employer brand.
Advantages of reputation management in hotel marketing
- Trust building: a positive reputation increases guests' trust in the hotel and increases the likelihood of bookings.
- Guest loyalty: A good image makes guests more likely to return and recommend the hotel to others.
- Crisis management: Structured reputation management enables quick action in the event of negative feedback.
- Differentiation in competition: A positive image can set the hotel apart from the competition and convince guests.