And we see innovation everywhere, in your opinion, or are some of these sectors just really diving ahead of the game? Mathis, I'll go back to you again, please.

Yeah, I think it varies on kind of state of the business and how tech savvy they are and obviously whether they can afford the investments and have the teams at hand.

So, for example, in hotels, what we do see is that hotel chains are moving extremely fast.

Many of them have already established partnerships with some of the larger LLM models.

They really look into automatization, creating efficiency throughout the entire portfolio, while an independent hotel necessarily struggles simply because they don't have the resources and they obviously then buy certain external solutions that are available.

Think about a chatbot.

That's what we broadly see is adapted, but that obviously is not where AI necessarily delivers the biggest value.

What does this ultimately tell us about trust from the traveler that they go back anyway to their supplier websites? Mathis, maybe we can kick off with you.