Proceedings of the International Academic Research Conference on Marketing and Tourism (MTC16Swiss Conference) ISBN: 978-1-943579-65-5 Zurich, Switzerland. 7-9, July 2016. Paper ID: ZM602 1 www.globalbizresearch.org An Investigation into Social Media Representations of Egypt's Historic Hotels Mohamed Ahmed Ali Ahmed, Hotel Management Department, Minia University, Egypt. E-mail: mohammed.ahmed@mu.edu.eg __________________________________________________________________________________ Abstract Egypt's historic hotels are the oldest hotels constructed in Egypt and have a distinct architectural style. These hotels have attracted famous personalities throughout the ages, and have become a favourite over the years such as Sir Winston Churchill, Princess Diana and Agatha Christie. The historic hotels must be preserved as one of the state assets. The purpose of this paper is to explore the brand image of Egypt's historic hotels. To achieve this aim, content analysis was used to analyse reviews on the TripAdvisor site, aided by NVivo 10 software. Overall, 686 reviews were used in this research. The most frequently occurring words in the reviews were related to rooms, location, service, food and beverages, and history. Most of the adjectives used in reference to the historical hotels in Egypt were positive, including great, good, beautiful, lovely, nice, amazing, excellent, best, and well. These positive adjectives occurred 2742 times. The historical background of these hotels is one of the critical topics that come up in the reviews. The management of historic hotels should focus on maintaining the buildings and furniture by employing restoration specialists. The front office employees clearly need more training in check in and check out procedures so as to perform effectively. Key Words: Historic Hotels, Egypt, Trip Advisor, Brand Image