Why Your Hotel’s Reputation Depends on More than just Cleanliness

For decades, cleanliness, service, and comfort have been the pillars of hotel reputation. But in 2025, guests are just as likely to judge your property based on how well your chatbot responds as they are on the softness of your sheets.

As digital engagement tools become more sophisticated and widespread, they’re increasingly influencing how guests perceive hotel brands.

From mobile apps to in-room tablets to pre-arrival messages, these touchpoints now carry just as much weight in shaping satisfaction as the lobby or the linens. Hoteliers who focus solely on physical upkeep may be missing where reputation is really being built.

The shift to digital-first impressions

Today’s guests often interact with a hotel’s digital presence long before they step foot in the lobby. A slow-loading booking page or a confusing app can frustrate users before they ever check in.

A 2025 PwC consumer survey found that 73% of travelers decide whether to book a room based on their digital experience, including site speed and ease of use. Likewise, a seamless mobile check-in process or quick, helpful chatbot response sets the tone for a great stay.

The first impression is no longer just a smile at the front desk – it might be a push notification or a timely email response.

How to evaluate your digital reputation

Managers should routinely test their own booking journeys and chatbot functionality from a guest perspective. According to Hotel Tech Report, hotels that conduct monthly UX audits report 19% higher guest satisfaction scores. Consider questions like: Does this feel effortless? Is it consistent with our brand tone? Would a first-time guest trust us based on this experience?

Digital reputation also includes how you handle review responses, email confirmations, and app feedback loops. A 2025 Salesforce report on digital hospitality emphasized that more than 60% of guests say a hotel’s online experience is a leading factor in deciding whether to return.

Raising the bar

Just as you monitor housekeeping scores and staff training, it’s time to start tracking digital experience metrics — like app reviews, chatbot satisfaction ratings, and time-to-response.

The Shiji Group’s Guest Experience Benchmark found that guests who experienced frictionless digital interactions were 54% more likely to leave a positive review. Hotels that ignore their tech touchpoints aren’t just risking one bad stay—they’re risking repeat business and long-term brand damage.

The takeaway

The front door of your property isn’t always physical. In many cases, it’s digital, and guests are already forming opinions before they ever see your lobby. Independent hotels that want to compete on experience must extend their branding into the digital world. It’s not just about aesthetics; it’s about how intuitive, helpful, and human your online presence feels.