Online Reputation is today one of the main drivers of rates, brand value and asset value. With immediate effect, greater online reputation generates more demand volume, more trust and more willingness-to-pay, enhancing Key Performance Indicators such as Average Daily Rate, Occupancy, Revenue per Available Room, Revenue per Available Guest, arrivals or Revenue per Available Seat Mile. Moreover, in the mid-to-long-term, Online Reputation has a critical influence in the managing or franchising brand value just as on the asset value. Mining the right data, asking the right questions and analysing it into the right conclusions provide the needed insights to be materialized into field work for a coherent performance and reputation across the multiple user generated content platforms with little impact on operational cost.