But where do hoteliers start? From a NetAffinity perspective, what's your advice?

Hello and thank you.

I guess like the workshop that I did today was very much kind of drawing back on the fundamentals of marketing.

Hotels definitely need to understand the whole digital landscape, what content is available.

I think Hotels, perhaps in the past few years, have maybe ignored some of the channels where there's content, review sites, building out unique content for their site.

But with the kind of growth in the LMMs and AIO reviews and basically AI search, which up to over 80% of consumers are using, they can't ignore this.

So, you know, reviews that used to sit on page 10 of TripAdvisor now are being surfaced.

So really take that long-term perspective, no pain, no gain, really focusing on who you are, what you're doing, and get that information all consolidated to be found.