Add a Business (company/organization) field to the contact record, for context on who the guest is (corporate stays, group/event contacts, repeat business travelers). A structured field beats burying it in notes. Open: does 'business' mean the guest's company/employer or an event/group they're tied to; pull from Mews if available vs. manual entry; show it in Contact Information; make it available to automations/AI as a variable/condition.