And if you think about looking forward, as a trend may suggest, I would say that trend line is going like this for the hospitality industry for that over 50 plus population in the U.S. today and growing over time.

Wow, those numbers are, those numbers are massive.

And I don't think people think about that, including the people that are designing hospitality experiences, right? So as you mentioned, sort of the Madison Avenue, the 18 to 35, I think a lot of hospitality companies are still looking at designing experiences for people younger travelers, people with younger families, maybe people who are they're trying to compete with the Airbnb market and get the college audience and the young professionals.

What's the blind spot there? What do you think is missing as as hospitality companies designed these incredible travel experiences for people?

It sounds like there's a great opportunity for someone to do a huge survey of this cohort of people.

As you think about what you mentioned, Scott, with the phone of like, I just want to know what button to push.

Now, I think they're where we see the potential challenge and even more so on the horizon as AI and all of that comes into customer service.

When you find that button and you push it to talk to a person, it's maybe a 50-50 process.