Individualized, personal attention to your guests' preferences is now possible by employing an automated guesthistory program. But such programs are only as good as the information collected and stored for future use. Unfortunately, much useful marketing data are either completely ignored or never obtained in the first place. Because guests generally answer any query posed to them, guest-history programs should be designed to capture more than just accounting-related information. Once obtained, that information must be stored long enough to be useful. Analysis of the data must use virtually every piece of information available. Present-day computer data bases make all this possible, and every employee can have access to the available information to maximize service and, in turn, can contribute new data each time a guest visits.