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Online reputation management (ORM) is the practice of crafting strategies that shape or influence the public perception of an organization, individual or other entity on the Internet.

Specifically for hotels?

Online reputation management (ORM) is:

  • Managing your hotel’s online brand in relation to reviews, ratings or even just mentions (both positive and negative) in
  • Once you have a view of how your brand is portrayed, you can then see how this impacts your business and develop strategies to optimise or maintain it.
  • ORM is applicable for all properties, from big brands to independent motels, hotels and B&B’s. If you’ve got a website or you sell rooms online anywhere, you will have a reputation i.e. potential guests can find an opinion, rating or review on your property.
  • Online reviews and rankings tell prospective guests what their stay might be like. If a review is negative, it can convince many potential guests to look elsewhere. With enough negative reviews, you may find that your reputation is damaged and your ability to attract new guests is greatly reduced.
  • How do you avoid this fate? It’s called online reputation management (ORM) and it’s a process that too many hotel owners and decision-makers get wrong. In this lesson, we’ll explore online reputation and what you can do to protect it.
Online Reputation Management (ORM) for Hospitality (ORM)
HSMAI Academy
Online Reputation marketing
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