The first of its kind in terms of the scale of the reputation data analyzed, the report analyzes over 30 million reviews of more than 30,000 branded hotels posted to 47 review sites between January 1, 2016 and March 31, 2018. The report categorizes brands according to the six segments identified in STR’s chain scale report and ranks them using ReviewPro’s Global Review Index™ (GRI), an industry-standard online reputation benchmark derived from online reviews. This analysis yields three major conclusions: 1. The variation in reputation across brands is larger than the variation across chain scales; 2. Online reputation is mainly a function of brand and sub brand rather than segment or hotel location; and 3. Variability in reputation across hotels within a brand is greater than the variability in reputation in hotels across brands. Get the full story at Cornell University School of Hotel Administration