The business of luxury hotels in the digital age is facing changes due to development of the Internet and changes in consumer behavior. Hotel reputation, key to attracting guests, today it is based more on online reviews than on traditional methods such as in-person referrals or marketing campaigns. Platforms like TripAdvisor, Google Reviews and social networks allow quick access to information about the experiences of previous guests, which directly affects the booking decision. Online reviews, whether positive or negative, have significant impact on the hotel's reputation. Negative reviews can seriously damage the image and financial results, while positive reviews strengthen reputation and attract new guests. Luxurious hotels, due to the high expectations of their guests, must carefully manage online reviews in order to maintain a good reputation. The aim of the paper is to analyze the impact of online reviews on reputation of luxury hotels and investigate how review management affects their long-term success. The research was conducted through three phases: analysis of secondary sources, theoretical framework on construction the image of luxury hotels, and an empirical analysis of the impact of digital communication on reputation luxury hotels Villa Dubrovnik, San Canzian, Ikador, Meneghetti and Alhambra in Croatia through reviews on TripAdvisor, Booking and Google Reviews