“We made this a common experience by setting up, early on—far ahead of other hotel companies—what we called a guest-history system. The first time guests stayed with us, we computerized their preferences—in rooms, food, drink, and anything else our employees noted—so that when they returned, we could give them, without their having to ask, whatever they wanted and liked best. And these files, as we added to them, kept us abreast of changing tastes.”