In the digital age, online reviews have become one of the most influential factors affecting hotel reputation, guest trust, booking decisions, and long-term brand loyalty. Online platforms—such as TripAdvisor, Google Reviews, Booking.com, Expedia, and social media—shape travelers' perceptions through user-generated content (UGC).

This study investigates how online reviews influence hotel reputation, drawing on quantitative analysis of 11,250 hotel reviews, survey data from 1,980 guests, and interviews with 46 hospitality managers across Asia, North America, and Europe. The findings reveal that review valence (positive/negative), review volume, reviewer credibility, and response style of hotel management significantly influence reputation scores and booking conversions. Negative reviews have a disproportionately strong effect on reputation due to negativity bias, while authentic management responses enhance trust and mitigate negative perceptions.