In the last decade, we have witnessed an explosion of emergent web technologies and platforms that have drawn the attention of the academic community, as well as of professionals in many sectors. This paper explores the concept of reputation-making with the aim of explaining how the rise of user-generated content websites has influenced organizational reputation-making practices in the travel sector. The findings are based upon a corpus of data including: a field study at the offices of the largest travel user-generated website, TripAdvisor and an adaptation of virtual ethnography called ‘netnography’. In so doing, key insights are generated to inform organizational reputation-making. The paper concludes with the assertion that if we aim to understand the phenomenon of reputation-making, we have to develop a more nuanced and sophisticated way to conceptualize its formativeness. It is suggested that this extends beyond snap shot assessments or post hoc crisis management to an ongoing maintenance of the emergent and processual nature of reputation across the off-line and online spaces.