So with Harry Fielder here at the International Hotel Marketing Conference, what are some of the things that hoteliers really should be thinking about or maybe putting on hold thinking about

right now? Good question.

So I think I've sort of got three overarching principles I'm trying to hold at the core at the moment.

The first is in the context of AI is to protect the thinking.

Never let the thinking go because if you start assigning strategic and thinking tasks out to AI, that's a very, very quick way of losing your identity.

So what I try to do as a bit of a bit of a kind of activity is to draw a line on a page.

All of the things that I do that are doing, you can put over in one column and all the things that require my thought, my expertise and everything put in the thinking column.

I must say, most AI stuff I see produced nowadays is done as ditch water and