This study aims to provide theoretical standpoint in the area of online reputation management, as well as its analysis with a focus on winter resorts of the European Union. It highlights the importance of reputation monitoring in virtual environment and its implementation into brand management of a resort. This paper successively analyses 10 most known winter resorts and presents results of the analysis including the overview of the resorts and the resulting numbers. Moreover, in order to have better insight into the issue, the segmentation of tourist types is examined from various perspectives. This analytical processing is supported by an overview of the theory and literature from several authors. Furthermore, the work also draws attention to areas which would benefit from moving this knowledge further and to bottlenecks which should be kept in mind.