the direct booking side, but also the general guest experience of making a booking.

Absolutely, yeah.

We have a pretty packed agenda for the next 12 months, and we're very open with making our efforts public and our initiatives public.

Number one is, as you mentioned, is our initiative to attempt to help the industry build a healthy, agentic ecosystem for hotel bookings.

Everybody has PTSD from 30 years ago when, you know, OTAs became a thing, right? So what we are trying to prevent is from that situation happening again.

And one of the reasons, I think one of the main reasons why the Alliance was born is because we were about to be, you know, to kind of sleep through it again.

Again, we were talking, there were great conversations happening in the industry, but we weren't really doing anything to prevent it.

How does it work then? How can you open up to more members? How can members get involved? In what way do your current founding partners also get involved? Do you meet up regularly?