Traveler opinions both number and quality are critically important to consumers. In today’s digital age, customers can easily share their experiences with others through online review platforms By monitoring and managing their online reputations, hotels can build a positive brand image and increase their ADR. Reputation management is not just about responding to negative reviews – it’s also about proactively building a positive brand image. This can be done through measures such as offering excellent customer service, incentivizing guests to leave positive reviews, and engaging with guests on social media.