Online reputation management is the practice of monitoring the reputation of a brand’s online presence. It allows the brand to address content which could be potentially damaging to it but also allows the brand to use customer feedback in order to improve the hotel, attraction or restaurant’s offering to the customer. It is in essence a listening post which then allows for a dialogue between customer and establishment even when the visit is over. 

Reputation management attempts to bridge the gap between how a company perceives itself and how others view it. Reviews are no longer simply the realm of the water cooler. Everyone now has a voice and an opinion and everyone wishes to voice it. This means all establishments must be transparent with their offerings and most importantly must offer a fantastic customer experience. The customer is now king both in and out of the hotel, restaurant and any other service designed industry.