And it's an area obviously that is highly administrative if you're

not careful.

That's right.

And I think the other key to it is the whole messaging side of things.

So whether you've messaged over WhatsApp, Instagram whether you're emailing whether you're talking on the website via a chat bot all of that is saved to a profile and then that becomes influencing over the the profile itself so for instance we know they're interested in wellness if they've spoken about wellness and we're able to market to them in that way but having that all centrally and and usable and then being able to then utilize that into active campaigns is is the key to what makes a real difference and For us as an agency, having a silo of maybe Google Analytics data or website data and not having things like PMS data, data from how they've interacted when they've stayed at the hotel or typical upsells or room types that they've actually chosen.

It really helps us to be a bit more powerful in our campaigns and what we do.

2026 National Hotel Marketing

What do you feel, in a sense, hoteliers really should be thinking about during the course of the