Reputation Score

Reputation Score is a composite metric that aggregates a hotel's guest review ratings across multiple online platforms — including OTAs, Google, and TripAdvisor — into a single normalised index, typically expressed on a 0–100 or 1–10 scale. Dedicated reputation management tools such as Shiji ReviewPro, TrustYou, and Revinate calculate these scores using proprietary algorithms that weight review volume, recency, source authority, and sentiment analysis of review text.

Unlike a raw star rating on a single platform, a reputation score reflects the breadth of a property's online presence and gives management a single KPI to track across the full review ecosystem.

Why it matters

Reputation scores have a measurable impact on both revenue and distribution performance:

• Conversion rate: studies consistently show that a one-point improvement in overall score correlates with a meaningful increase in booking probability and willingness to pay. Travellers use review scores as a primary trust signal at the final stage of the booking funnel.
• OTA ranking: Booking.com, Expedia, and TripAdvisor all factor review scores into their search ranking and sort algorithms. Properties with higher scores receive preferential placement, reducing the need for paid visibility tools.
• Preferred Partner eligibility: many OTA loyalty tier programmes (e.g. Booking.com's Preferred and Preferred Plus) set minimum review score thresholds.
• Internal accountability: many hotels tie reputation KPI targets to front-office, housekeeping, and F&B performance reviews, making the score a cross-departmental management lever.

Related

See NPS (Net Promoter Score) for a related guest-satisfaction metric based on survey data, Review Velocity for the rate at which new reviews are being generated, and ORM (Online Reputation Management) for the broader discipline of managing a hotel's online reputation.