Orr, like all conscientious marketing professionals in the hospitality industry, does his best to monitor his employer?s reputation. Increasingly, that means scrutinizing what customers are saying about it online.

?In the service industry, it comes down to your reputation more than any marketing or advertising effort,? said Orr, who spends up to 30 minutes weekly scanning independent Web sites like TripAdvisor.com to find out what customer reviews reveal about the hotel.

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