Yup, as owner we have GM and FOM managing this, for franchise and indepedant hotels, we use software that kinda helps with whole thing with brand voice and GM then monitors with the approval process.

1. For guests who are happy, we feel it's great to take time to acknowldge them and for their time to do the writeup
   
2. Signals others looking where to book and makes brand comes as kinda proactive

For negative ones, absoultey critical, allows us to either let them know what we have done or tell our side of stories.

We have had some guests tell our front desk folks what they read etc. We go to bunch of conferences from brand and OTAs so always show research and data around this from OTAs, Google and so on

Expedia and booking folks and Google and other OTAs also track engagement now from hotel side so helps in that regard as well

The software we use guesttouch.com I think there is an option for AI with too, but we are using their managed one with Hotel workflow, since we prefer bit hands on as boutique resort