But the first question I have for you is, what do you think hospitality vendors are doing right right now? Yeah, yeah, yeah.

I think the shift is kind of, you know, our company, we've been around for about 12 years, okay? And we started in what I call hand-to-hand, you know, sales and outreach, right? Where we were going to every, and we still do, we go to every AHOA event, we go to every golf tournament we could find.

Like, we're big into, you know, hand-to-hand, word-of-mouth marketing.

Now, the past several years with AI and SEO marketing and all these big things everybody always talks about, hospitality vendors are shifting their focus more or less to being in front of hoteliers 24-7, whether that be social media, whether that be LinkedIn or whatever these different metrics are.

The companies that I feel, that we feel, are succeeding in that remain true to the messaging of that old hand-to-hand combat sales, relationship-driven type of sales approaches with their hoteliers.

Hoteliers do business with who they like doing business.

And so if our brain and our messaging and quite honestly, our premise of existence as a hospitality vendor or hospitality partner is to better serve our hotels by the services that we provide, the products that we constantly improve, but then by our pricing or by our messaging, that's where those real winners are coming into play.

And so what should hotel owners and operators do when evaluating, when selecting vendors?