A database aimed at marketing the luxury end of the hospitality industry will be introduced to select Asian hotels next year. The Guestnet Database System allows hotels to develop profiles on the preferences of its customers. It was developed by Preferred Hotels and Resorts, a non-profit association of luxury independent hotels and resorts. Hong Kong's Peninsula Hotel is one of nine hotels in Asia belonging to the association. The hotels receive a reservation service, on which Preferred draws a commission. Peter Cass, Preferred's president and chief executive officer, said the company had invested US$1 million in the system, which was launched at seven United States hotels last year. It has about 500,000 customers in its database. Mr Cass said the technology achieved what good business people had been practising for years - making a note of and remembering customer preferences. 'There are analytical tools in all this where you can mine the database for pertinent information and then design products around that and go back to a sub-set of customers with proposals,' he said. 'You may have a group of customers who like golf and gourmet food, so this system helps us get closer to individual customers.' Mr Cass said the marketing approach was the first of its kind and he forecast that every luxury goods provider would need a similar system within the next 10 years to remain competitive. 'How you compete in the future is not going to be necessarily through quality, although that's a given - it's how you can relate to the individual requirements of a customer,' he said.