is the easy way is it the most profitable way not always

and i think it is i would still if you're going to say do i look at what i've done last year in my strategy versus competition take your own internal performance before the competition use them as an explanatory factor and see what you're and it's a way to systematically see if you're completely misaligned with everyone else but at the same time don't just go follow it go and understand and if you know, they've got an event on and you don't, and then you've got one in your concept and it's something very different that you've got to go and price for.

I would say one of the other things is in our story of the eight different reports and spreadsheets is that competitor information needs to be coming through in a systematic and automated way to the revenue management team.

That is not Googling.

And I say this because I've seen this many times Googling and finding and researching and checking and testing.

That bit just has to be automated and come through.

I would say the other piece is also know your role in that particular area.

And then that's the truth.