Starwood Hotels & Resorts Worldwide, Inc., is one of the leading hotel and leisure companies in the world with 1,112 properties in nearly 100 countries and 154,000 employees at its owned and managed properties. Starwood is a fully integrated owner, operator and franchisor of hotels, resorts, and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, Aloft®, and ElementSM. The Company boasts one of the industry’s leading loyalty programs, Starwood Preferred Guest (SPG), allowing members to earn and redeem points for room stays, room upgrades, and flights, with no blackout dates. Starwood also owns Starwood Vacation Ownership Inc., a premier provider of world-class vacation experiences through villa-style resorts and privileged access to Starwood brands.

Questions for Discussion
1. How big and complex are the business operations of Starwood Hotels & Resorts?
2. How did Starwood Hotels & Resorts use data warehousing for better profitability?
3. What were the challenges, the proposed solution, and the obtained results?