The analytics function in hotels is still relatively new. While some hospitality companies began to build out an analytics function earlier, it has only been in the last ten to fifteen years that the majority of industry players have made investments in people and technology to support broader and deeper use of analytics in their organizations. Through the years, industry functions like sales, marketing and revenue management have come together to drive awareness and education across their disciplines, but there has yet to be a similar forum for hospitality industry analytics leaders.