I just returned from the Hotel ORM Conference in Palma de Mallorca where I gave the keynote speech to “How to manage your hotel´s Online Reputation”. It has been a great pleasure to speak at this highly successful conference, which was attended by academics, students, representatives of the Mallorca Hotel Federation (FEHM) as well as executives from several hotel-chains having its roots and headquarter on the island, such as Meliá, Iberostar, Barceló, Amic Hotels, UR Hotels and Marina Hotels. My compliments to the host of the conference, ESERP Mallorca, for the fantastic organisation and for ensuring everything went smoothly.