Hoteliers can take a proactive approach to reputation management by using digital communications technology to intercept guest requests and reviews as they appear. By leveraging any available technology to inform guests more accurately about their stay experience and quickly answering questions or concerns as they appear, hotels can shape their reputation rather than allowing third-party review sites to define them. Hoteliers must track and manage activity across all platforms to watch for positive and negative reviews and respond in a productive way that satisfies the guest and delivers a resolution. Automation of the process of parsing online reviews can help hoteliers focus on the guest experience. The most important thing hoteliers can do today is give guests new tools to communicate with operators. Giving guests the ability to communicate instantly with the hotel, and staff members must be able to respond directly to guests, can help solve any time-sensitive challenges operators encounter daily. Hoteliers need to access capabilities from the platforms they use to manage hotels to quickly and nimbly respond to guests, taking full control of their hotel’s reputation and destiny.