Due to an increasing number of online reviews in social media sites it has become vital for destinations, and businesses alike, to capture and regularly analyse these reviews to gain valuable new knowledge as input to managerial decision support. However, in practice, the possibility to manually extract and analyse the vast amount of available online reviews is fairly limited. Thus, the focus of this chapter is to highlight how knowledge from social media is utilized in the prototypically implemented destination management information system, DMIS-Åre. In order to extract and analyse user generated content from the social media platforms TripAdvisor.comand Booking.com a recently validated framework applying machine learning methods and a dictionary-based approach is presented.