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Glossary overview

Reputation Management Hotel

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.

Frequently asked questions about reputation management in hotel marketing

Why is reputation management important for hotels?

Reputation management is crucial for hotels because a hotel's reputation has a direct impact on guests' booking decisions. A positive perception builds trust and attracts more potential guests. Through active reputation management, negative reviews or comments can be controlled and addressed, improving the perception of the hotel. This not only promotes guest loyalty, but also leads to positive word of mouth, thus increasing the hotel's reach.

What channels are used in reputation management?

Reputation management uses online review portals, social media, the hotel's website and direct guest communication.

As a hotel, how do I respond to negative reviews?

Negative reviews require a sensitive and proactive response from the hotel. An appropriate response should take the guest's concerns seriously, clarify possible misunderstandings, and offer concrete solutions or compensation. By showing that it is responsive to feedback and cares about guest satisfaction, the hotel can restore trust and even impress potential guests by demonstrating its service orientation.

How does reputation management affect online visibility?

By maintaining a positive reputation and being attentive to reviews and comments, a hotel increases the likelihood that satisfied guests will share positive experiences. This leads to increased positive user-generated content such as reviews, comments and social media posts. Since search engines prefer high-quality content, an increased amount of positive content can improve the hotel's online visibility and improve its chances of ranking higher in search results.