Reputation management can mean different things to different hoteliers. While some may equate it with ensuring their hotel is projected online in a positive light, the hoteliers who truly understand reputation management see it as a way to respond to guests’ demands and improve operations. “Some hoteliers consider reputation management trying to manipulate the perception of their property,” said Daniel Edward Craig, former hotel GM and current online reputation management consultant. “If that’s the case, you’re setting up expectations you can’t meet.” Craig said he tries to instill in his clients that, done well, true reputation management is a function that touches many aspects of a hotel’s operations. “It comes down to transparency,” he said. “We’ve lost a lot of control about what is said about our properties, and we can’t hide. Listening and making changes that are feasible in turn naturally and organically improves your reputation.” Get the full story at