The purpose of this study is to find out the e-reputation management of the hotel industry, as well as the social media channels used as the tools of hotel e-reputation building. This study used a qualitative approach by analyzing the in-depth interviews with hotel marketing communication practitioners of 15 hotel companies in Bandung City. The findings identified that e-reputation is considered a crucial factor in determining hotel performance due to the change of customers’ behaviors today and identified also three types of e-reputation management activities implemented by hotel companies, such as online activities, offline activities, and online/offline activities. The results of this study have implications for the hospitality industry, as a reference for formulating their marketing strategies.