What can boutique hotels that don't necessarily have all the amenities like an on-site restaurant do instead of relying heavily on food and beverage to increase their average experience for their guests?

Yeah, so a couple things.

One, you can think of amenities you can offer that you are able to fulfill that could be an add-on to the room.

This is even happening in some luxury and full-service hotels.

You could have an upgraded soaps and creams and things that someone could opt for, right? So you could have upgraded linens.

You could have a dehumidifier available to rent.

You can come up with a number of things.

But how can boutique hotel owners measure and maybe just improve the overall satisfaction when we talk about different key touch points? So we're talking about check-in or dining and I don't know, do you have any technology that you can refer us to that kind of plays into that?

What did the company look like in, I think, early 90s when it was founded? Yeah, what was really the impetus to start the company? What did those early years look like? And how did the growth continue?

Yeah, so we were founded by a gentleman named Ziad Khoury, who's still the chairman of our board.

He's my boss.

And he started it.

He was a rental agent in car rental and became like the top agent in the company and got promoted to manager and sales manager.

And he developed a sales system that he called service-based sales that... was transforming his company.

Well, one of his early bosses was like, you need to go start your own business and I'll be your first client.

It's