Online Reputation Management (ORM) is about paying attention to what people say about your hotel and using that insight to make a real difference. This includes reviews, social media posts, and comments on travel websites.
NB: This is an article from GuestRevu
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ORM is not just about fixing problems; It is about shaping how your hotel is seen, by showing appreciation for great guest feedback, responding quickly and warmly to concerns, and learning from your guests. With the right attitude, actions (and tools), hotels can build trust, attract new visitors, and keep their reputation strong both online and offline.
Why ORM Matters in Hospitality
Trust and credibility
Travellers rarely book without reading reviews. In 2019, TripAdvisor reported that 72% of travellers always or frequently read online reviews before booking a hotel. In 2024, research by Accor in Europe put this figure at 76%. A strong online reputation demonstrates to future guests that your hotel consistently delivers on its promises.
Visibility and rankings
Better and more frequent reviews improve placement on booking platforms and influence how you appear on Google. Higher scores can put your hotel in front of more potential guests when they are ready to book, and both Booking.com’s algorithm and TripAdvisor’s algorithm take into account volume and recency of reviews as well.
Revenue impact
Good reviews and effective online management attract more guests, allowing hoteliers to raise room rates without losing bookings. Research by Cornell University highlights this effect:
“If a hotel increases its review scores by one point on a five-point scale, the hotel can increase its price by 11.2 per cent and still maintain the same occupancy or market share.”
Managing your online reputation is not just about guest satisfaction; It is what allows you to grow revenue and strengthen your business’s position in the market.
Listening, Learning, and Improving
By keeping track of what guests are saying about your hotel online, you will gain a clear understanding of both your hotel’s strengths and areas that need improvement. Reviews often highlight things you might not notice in day-to-day operations, from the friendliness of your staff to the quality of your breakfast service. This feedback provides valuable insights you can use to improve both marketing messaging (to attract more of the right guests) and the guest experience of the ones you already have.
