Humanness identifies a process where hotel brands implement a humanistic process, which inspires people’s confidence to own and drive the process for effective execution.

Reputation management represents the business function concerned with influencing, often through diverse communication practices, stakeholders’ perceptions, and estimation of a Hotel brand’s economic, social and Social Media practices.

Reputation Management Context

Reputation is frequently described and valued in terms of a Hotel brand’s visibility and its capacity to be seen to be doing good through various media including corporate responsibility reports, speeches, and presentations, news media reports, Social Media, new media, reviews, and ratings.

Reputation Management represents the fundamentals of reverse engineer micro-moments that represent the total customer experience.

Let say a Hotel guest report a concern through a Social Media channel about their room this trigger two primaries contextual strategy implementations;

  • Hotel context – what variables triggered the concern – immediate resolution – long-term solutions
  • Social Media context – Hotel guest anticipating an immediate response within the same Social Media channel

Social Context

How to Manage your Hotels Online Reputation

Start influence the conversation – today Hotel brands don’t control what’s said about them online, but you can influence it by implementing Reputation Management into your Social Media Framework.

Set S.M.A.R.T (Specific, Measurable, Acceptable, Reasonable, Time-Bound) goals that align your Hotel Marketing strategies with Social Media Marketing Strategies. Define goals that exceed expectations and will surprise and delight our customers.

A structured Reputation Management strategy will help your Hotel to optimize and maximize your ROI.

Nearly 80% of people report that the Internet is the first place they look when they need information, and over 50% are using search engines to research.

While you would like potential customers to interact with marketing channels you control like your Hotels website, search engines allow them to access a variety of other information that you don’t control including reviews, Social media posts, consumer photos, and more.

If you don’t have a Reputation Management strategy in place it is never too late to start.

One of the key components Hotels have to implement as part of their Reputation Management process is transparency.

  • Allowing employees to talk about your Hotels products and services publicly
  • Establishing a 1-to-1 communication channel
  • Ask for feedback
  • Not hiding concerns, and addressing them publicly

In the past, we learned through TripAdvisor research that;

As much as 89% of respondents said that reviews had the most influence on their decision.

One of the keys to Social Media success for Hotels is to tie Hotel Marketing strategies with Social Media Marketing strategies.

And start collaborating with fans, brand advocates, influencers, ambassadors, customers, and your Hotel team.

Reputation Management helps you identify what is valuable to the community. Your Hotel care and must be as transparent as possible.

Once your Hotels brings on board humanness and transparency you build a protective shield that will secure integrity, privacy, security and assist with concerns.

Use Reputation Management to amplify your reach

Use Reputation Management to amplify your reach

One of the most valuable benefits of implementing effective Reputation Management for your Hotels is the opportunity to turn travel reviews, Social Media posts, images, and videos into Free advertisements for your target market.

Reputation management is not about reading and responding to everything that’s posted about your business on the internet or trying to find a way to downplay negative comments. It’s about making sure all of the information available on your business properly sets your customers’ expectations.

Social Media travelers are those who say, “We want to share and engage with others.” They don’t travel alone, preferring to spend time with friends and family. They also appreciate babysitting services and kid clubs since they often travel with children. They’re very influenced by word of mouth and recommendations from other travelers and tend to prefer beach holidays.

Implementing humanness and build a culture around happiness supports an effective Reputation Management strategy.

Reputation Management is built on team efforts.

The first step is to get started with a Social Media Framework that makes sure your transformation is not too ambitious and you focus on areas that most feasible in light of your Hotels organizational constraints.

And the second step is to get a good understanding of where you are now. Start with inspiring a positive wake-up call within your Hotel team. Then collectively build a clear picture of your Hotels current reputation both offline and online.

The third step looks at where you could be. In the process towards a successful Reputation Management strategy, it is important to identify specific pain points that your current target market experience through their journey.

Here Hotels has to look at what part of the current process can be eliminated or reduced, and then see what can be raised and what can be created.

Step four is about finding out how to get there. Explore each path to extract the insight you need to redefine, reimagine, and identify new shifts in the market.

And finally, the fifth step is to make your move. Conduct rapid tests and, refine the test, measure key performance indicators for both Hotel Marketing and Social Media Marketing.

This will allow the Hotel to optimize the processes and take appropriate and timely actions.


From a hospitality perspective, we know from research that reviews have an impact on travelers booking decisions.

Besides TripAdvisor, we know travelers share their experiences on various Social Networks.

Implementing humanness in the process will play a key role in helping Hotels become more transparent and providing proper responses.

With proper Reputation Management strategies, it helps Hotels reverse engineer reviews. Research has shown that more reviews over time can lead to higher ratings. So, Hotels must know how to respond properly to each situation.

Start seeing reviews and Social Media feedback as your Hotel report card.

And from there identify ways to eliminate, reduce, raise and create new alternatives that optimize the customer experience.

We are in this together!

I need to let you all know that we are in on this together.  If you need to vent, talk, cry, or just have some to talk with then I am here listening. Since I am working part-time at the local Kroger, I will to the best of my ability to work it out around my schedule.

But you can reach me here:


LinkedIn Profile

LinkedIn Page

Also, join us at our Facebook Group – Hotel Social Media Community

We will get through this unprecedented event together! #hotelstrong #hospitalitystrong

For any specific information on COVID-19, I recommend go to CDCWHOAHLAAAHOA, and HSMAI. Also, follow information from your local authorities.


We are starting to reopen some hotels again (Yay!!!). Make sure you follow their guidelines and say THANK YOU to those that now show a unique spirit to serve, and helps us all get through this!! #hotelstrong #hospitalitystrong

About Are Morch

Hi, I am Are Morch. Your Digital Marketing Coach and Customer Experience Expert specializes in creating effective digital customer experience offer for hotels while growing and scale customer acquisition and revenue.

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