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Background of the research: The globalized environment is characterized above all by a digital environment of transnational scope. This environment serves as a platform for an almost unlimited exchange of experiences, knowledge and opinions. Customer experience can then be used by company management for customer relationship management, reputation management is increasingly integrated into standard company tools for customer relationship management (CRM). Purpose of the article: Feedback on reviews is an important tool that can significantly influence customer decision-making, communication should always be two-way. The aim of the research was to identify the possibilities and current state of customer evaluation and reputation management in the current globalized and digital environment and to identify development trends. Methods: A literature search, a search on selected web portals and a customer search were used to achieve the research objectives. At the same time, primary mathematical models used in reputation analyzes were investigated. Findings and added value: The added value of the contribution consists mainly in the comparison of the identified conclusions with the own research presented in the case study. Research has confirmed that although there are different approaches to reputation management, it is not true that higher quality hotels respond better than lower category hotels. Also, a higher number of customer reputations has not been shown to elicit a greater response from reputation management.