As business intelligence begins to permeate the hospitality sector, one thing is certain: You can take a “buy” approach, implementing a BI module from a hotel systems provider (for instance, as part of your PMS, CRS or Sales & Catering system) or from a third-party solutions provider. You can take a “build” approach, securing the funding and setting out with your IT team to implement something from scratch. In either case, the certainty is that hotel business intelligence begins with data. Data is the lifeblood of the hotel reporting, analytics and dashboards that are the output of any such BI initiative. And while high-quality data (complete, accurate and uniform) won’t alone ensure the success of your hotel BI initiative, low-quality data (full of holes, errors and inconsistencies) will certainly ensure the failure of your initiative if not addressed.