This paper deals with the building and managing of corporate reputation of 4 and 5 star hotels in Athens-Attica, as well as with the role of leadership in corporate reputation. A primary research in hotel firms in Athens-Attica helped identify i) to which extent a charismatic leadership and the skills of a leader positively affect the reputation of hotels, and ii) to which extent a charismatic leadership is related to the leader's skills. The statistical analysis of the research results revealed on the one hand a number of positive correlations between the factors and variables examined and on the other hand some not particularly strong correlations between their sub-factors, thus allowing both reaching conclusions and making suggestions for further research.