Abstract: A method for implementing a guest profiling program that utilizes guest profiles, which. are developed and expanded by information gathered from various sources and managed in a central Guest Relationship Management System (GRMS). The GRMS is a web-architected internet application. The primary interface between the GRMS and hotel systems is a connection to each hotel's property management system (PMS). The GRMS extracts data from PMSs. PMS data is updated to the central GRMS for processing. The core application logic includes capabilities to identify reservations with attributes and to match guest reservations extracted from each hotel's PMS with profiled guests. Both automated and user-initiated data manipulation processes utilize the central GRMS profiles and PMS data to generate outputs designed to increase the quality and timeliness of services and to assist marketing efforts. The web-based architecture of GRMS enables consistent data sharing and processing capabilities with a plurality of hotels.