What is ORM, and why does it matter to hotels (now more than ever)?

The Evolution of Reputation

From angry keyboard warriors complaining about poor service to ecstatic travellers raving about the holiday of their lives, guests have never been shy to share their opinions online. The difference in 2025 is how fast those opinions spread and how much influence they carry.

Reviews, social media mentions, TikTok videos, and AI-generated summaries now shape the first impression potential guests have of your hotel. One negative thread or a single video can sway a traveller’s decision before they have even visited your website.

This blog takes a fresh look at online reputation management, explaining what it is, why it matters more than ever, and how hotels can stay ahead in a world where a few online comments can make or break a booking decision.

What is Online Reputation Management (ORM)

Online Reputation Management 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.

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.

As Tarek Aboudib, general manager of Sandy Beach Hotel & Resort in the UAE, explains:

“Guests experience your hotel in ways that you, as a manager, may not be able to experience it, and therefore you can be blindsided on certain things.”

Tools like GuestRevu help hotels stay on top of feedback, spot trends, and respond promptly, making it easier to manage their reputation while maintaining a personal touch.

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.

Team motivation and culture

When staff see positive reviews about them online, it can be incredibly motivating. When you get an online review saying, “John was amazing. From the moment we arrived, he made sure we had everything we needed. Thanks, John!”, sharing that feedback with your team not only makes John feel proud but also shows everyone how their efforts make a real impact. It turns guest feedback into something tangible, inspiring staff to deliver even better service and creating a culture where people feel valued and celebrated.

Find out more about how to use your reviews to train and motivate staff

How Online Reputation Management is Evolving

AI-generated overviews

One of the biggest changes to how we use the internet has come from AI. Love it or hate it, it is here to stay, and how you adapt to it can make a real difference for your hotel. 

Search engines like Google now present AI-generated answers to search queries in position zero (right at the top of the page). These search queries (and the answers) are increasingly specific and use natural language to “speak” to the search engine, rather than keywords to scan the web. 

For example, just a couple of years ago, if you were looking for accommodation near Hadrian’s Wall, you might have searched “cheap Hadrian’s Wall accommodation”. You would have looked at the list of search results, checked their photos and reviews, and decided where to stay. Now, you can ask Google “what is the best accommodation near Hadrian's wall for low-budget walking holidays” and get a detailed AI overview with several options and places to find more information. 

These AI responses are generated based on whatever information is available to AI. This includes your own website, blogs and articles that mention your hotel and, crucially, reviews of your hotel. Reviews have always played a role in traveller decision-making, but now they play a much more significant role in your hotel’s discoverability earlier on. 

In addition, many booking and review websites themselves now create AI-generated summaries that pull together review sentiments, giving travellers a quick snapshot of your property. These summaries often form a guest's first impression, which means that a single negative trend can influence bookings before anyone even visits your website.

Adapting to this new landscape is essential. Hotels need to ensure that their reputation is consistent, accurate, and reflects the care they put into every guest experience. By staying on top of reviews and maintaining high standards across platforms, you can shape the story AI presents to potential guests and protect the reputation you’ve worked so hard to build.

Learn more about the future of AI and how it can shape your hotel’s SEO ranking

AI tools for faster, smarter responses

AI is also changing the way hotels can respond to reviews and analyse guest feedback. With AI tools tailored to the hospitality industry, hoteliers can reply to reviews much faster while still keeping responses warm, on brand, and professional. AI can also help hotel teams work more accurately and efficiently, providing valuable insights from analytics and making monitoring online reputation easier and more effective than ever before.

It is important, however, to keep the human touch. Any AI tool you use should be given sufficient information to understand your hotel’s specific situation and context (e.g. the hotel is a listed building and rooms cannot be made larger), and automated drafts should always be reviewed and refined to ensure responses feel genuine, personal, and consistent with your hotel’s voice.

Find out more about how GuestRevu’s AI-Powered review responses can help your hotel.

Video content is influencing decisions

Short videos on social media platforms like TikTok, YouTube, and Instagram have become increasingly popular. One viral vlog of an angry guest showing a bad experience can have a serious negative impact on your hotel. On the other extreme, a video of a happy guest praising your staff can do wonders for your business. People trust real people, and when it comes to video, guests really listen. That is why monitoring video platforms and responding appropriately has become so important in modern ORM.

Keeping Track of Guest Feedback Everywhere

Hotels need to pay attention to all social media platforms, although some will matter more to your business than others. Booking.com, Google, and TripAdvisor will always be important, and platforms like Facebook and Instagram continue to play a big role. Video sharing apps are growing fast, and even sites like Reddit, where people ask questions and get advice from others, are shaping how travellers choose where to stay.

Staying consistent is key. Guests expect the same level of care and responsiveness across every platform. Checking all your channels regularly not only protects your reputation but also shows that you listen, care, and value every guest’s voice.

Best Practices for Modern Hotel ORM

Managing your hotel’s reputation works best when you are proactive and genuinely engaged with your guests. Ask for reviews rather than waiting for them to appear, and make sure every response is personal, timely and thoughtful, even if AI helps you draft them. Keep an eye on all platforms so nothing important slips through the cracks. Act on the feedback you receive and let guests know when changes have been made. Sharing positive reviews in your marketing not only praises great experiences but also reassures future guests that they are in good hands.

Conclusion: Online Reputation Shapes Your Hotel’s Success

In a world where every review, comment, and AI-generated summary can reach hundreds or thousands of people, your online reputation matters more than ever. A strong online presence demonstrates the quality of your guest experience and the care behind every interaction at your hotel.

Taking control of your reputation means listening closely, responding, and acting on feedback consistently. In today’s digital age, where screens are often the first point of contact, your online presence is your first handshake with potential guests. Nurture it, protect it, and showcase the best of what your hotel has to offer. A great reputation not only attracts guests but also inspires trust, loyalty, and long-term success.