The development of technology provides many benefits to human kind. One sector that gets benefits in technology is the hotel industry. The emergence of an Online Travel Agent (OTA) makes it easy for its users. Belitung is an island that is one of the priority tourist destinations in Indonesia, the existence of OTA makes it easy for hotels in small island to get consumers. The customer review feature on OTA makes consumers who want to book a hotel room more convincing because they can read the experiences from the previous guests who stayed at the hotel. Golden Tulip Essential Belitung and Maxone Belstar Belitung are the two hotels that get the most reviews on TripAdvisor. In this study, researchers will look at the how is the role of hotel PR in building theimage of the hotel through the reviewsthatthey receive. Research results show that customer review is very important to the image of the hotel and both hotel PRs provide the best service, so they can maintain their good image in OTA.
Keywords: Customer review, OTA, Role of PRL