What does leadership look like at that level for you, particularly when you think about the people in your span of care? We use that phrase a lot in our work, not the people that report to you, because there are oftentimes people in your span of care that don't report to you, but at the senior level that you're at at this point, how do you think about the role, the responsibility of leadership to those people?

I think, as I mentioned before, to me, fundamentally, bad leadership starts with lack of clarity and purpose.

If you can't define, clearly define where you want people to go and what you would like the outcome to be, people will ultimately fail.

My dad had a great expression.

He always said, well, you'll never get where you're going unless you have a map and a destination.

It starts with the destination, then you develop the map, i.e. the strategy, and you have somebody drive, i.e. the leader and the people around.

I think it's an interesting goofy analogy, but it is true that good leadership, particularly in the executive ranks, has to start with clarity and purpose.

Like, what would that what does that require? How did you have to think about loyalty or maybe just think about your guest differently in order to start that transformation?

Not the people that report to you, because there are oftentimes people in your span of care that don't report to you, but at, at the senior level that you're at, at this point, how do you think about the role, the responsibility of leadership to those people?

I think, as I mentioned before, to me fundamentally, bad leadership starts with lack of clarity and purpose.

If you can't well- if you can't define, clearly define where you want people to go and what you would like the outcome to be, people will ultimately fail.

You know, my dad had a great expression.

He always said, "Well, you'll never get where you're going unless you have a map and a destination." And it starts with the destination, then you develop the map, i.e., the strategy, and you have somebody drive, i.e., the leader and the people around.

So I think it's an, an interesting, kind of goofy analogy, but, um, but it is true that, that good leadership, particularly in, in the executive ranks, has to start with clarity and purpose.

Once you have clarity and purpose, a lot of people have a lot of different points of view, great points of view, on how to get or fulfill that, that mission, and you have to have confidence in them that they're smart people, 'cause you always hire people that are smarter than you ideally.

Could you talk about that a little bit, particularly for anybody who's listening today and thinking, "I, I wanna do the same thing for my organization." Like, what would that, what does that require? How did you have to think about loyalty, or maybe just think about your guest differently in order to start that transformation?

I have to, for someone who's wondering, okay, we've talked about all of these great things and the three principles, but people want to know, what do I actually get? Like what are a few of the key benefits and experiences to make Island Insiders Club feel different?

Well, let's break it down and be very specific.

So I talked about our three principles.

So let's share specific expressions of those three principles.

So take access.

Earlier access to room upgrades.

So we wanna make sure that our member community has access at 30 days prior to arrival with a 50% discount if they're interested in looking for an upgrade, access to inventory that otherwise might go unused so that to me is a wonderful simple expression of making our inventory available to our member community at a significant discount but at a time frame that allows them to make a thoughtful decision so that's a good expression of access in addition to that we hear all the time how can i get access to Sandals River Beach's merchandise? How can I get access to things that might be interesting to me as a member of the family? We are gonna introduce the Island Insiders Club Shop, a portal, online portal store, exclusive for our members that will curate, arrange, of unique and distinct product from specialty Caribbean artisans to things that you would expect, but bring the product to life and make it available to our member community based on their request.

Hey, Peter, I want to ask you, because we talk so much, passion has kind of been thematic for today's Palmcast, but how did you make sure that this loyalty program wasn't only built for the most frequent travelers, but also for the newcomers?