There’s a new “buzz” term in the hospitality industry: Online Reputation Management, otherwise known as ORM. ORM refers to the systematic management of customer comments and ratings, in “[an] effort to respond to and shape the conversation around consumer experiences.”2 In other words: accepting an existing reputation, whether intended or not, and actively participating in that reputation’s development. By doing this, hoteliers ─ and business owners in general ─ take control of a situation previously considered beyond their control and make use of the content created within this new structure.
Far from being a new concept, ORM only recently gained popularity and traction. A recent report by Skift, an intelligence and marketing platform for the travel industry, outlines the evolution of ORM and ways in which it is becoming central to the hospitality industry. The increased “commodification of the traveller,”2 as they call it, represents a shift in hoteliers’ mentalities toward online reputation management, and introduces a new future for marketing in the tourism industry. With the number of reviews online increasing and the continued evolution of communication, the impact on the industry can no longer be denied.
What’s the point of ORM? Why does it matter and which rewards can I expect from investing in ORM? Read the full 1st part of our article on the rise of ORM for free!
And discover what changes are anticipated in Online Reputation Management with the next part of our article: The hospitality industry faces a changing landscape with Online Reputation Management