This study analyzed negative online reviews and hotel responses on Macau hotels ranging from 2 to 5-star ratings. Key themes in negative reviews included room quality, staff, service time, food, and location. Higher rated hotels received more complaints about service while lower rated hotels focused on value. Most hotel responses to negative reviews came from 5-star properties and focused on apology, service improvements, and acknowledgment. The study concluded customized responses are important for reputation management across hotel star ratings.