The episode spotlights the controversial subject of online profiling, whereby Internet ad server companies, such as DoubleClick and Engage, track Web surfers in order to strategically target banner ads and site content, as well as to help sites keep a running count of visitors.

CNN: U.S. antidrug site dealing cookies

With the explosion of social networking, and our increasingly unguarded presence online, profiling guests has become a lot easier, and a hell of a lot more effective.

CNN: What your hotel knows about you

"Previously, we did all our profiling via manual online searches, and only VIPs and guests paying a certain rate were researched, " Lema says.

CNN: What your hotel knows about you