With the easy availability of huge volumes of text-based information freely available on the Internet and Intranet, text mining can be used by hotel and spa industry to develop competitive and strategic intelligence. The paper reviews nowadays literature of text mining within hospitality industry management, and discusses features of selected text mining software packages in analyzing unstructured qualitative data in the following key steps: data preparation, data analysis, and result reporting. Based on comparative study, this article also presents examples of use and discusses potential, advantages and current technological limitations of text mining, mainly with respect to customers relationship area.