Your brand is created by the community that experiences you...not by the marketing department. Now, with the advent of web 2.0, this process happens continuously and often at lightening speed. While that seems a bit "out of control", at least your control...that's okay. The gift of web 2.0 is your opportunity to sniff out the brand people are creating for you, and to join their conversation...to help it along a bit. Below are some tools I recommend to monitor the buzz.
Google Alerts
Everyzing
Technorati
Then go to Yelp or Tripadvisor for more specific hotel related results.
Maybe you're just interested in pictures...try Flickr and Picassa
Or, video...YouTube