I totally agree with you. Hoteliers should answer to reviews and especially negative reviews. It helps the hoteliers and the customers to understand the philosophy of each other.
It definitely helps the hoteliers to improve the quality of services and help also to solve several problems that they could have within their hotels.
Online reputation is also about managing your reputation in general by sharing more information with the customers and also the future ones - it is also about joining conversations and understand what the customers need and what are they expected. You can not control everything and each review but you can manage your reputation by inviting customers to share their reviews on your website or on your blog. It can be a first step of managing your online reputation.
Link to Emilie's article
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