[laughing]

Pretty good advice in general.

Um, pretty good advice for most things.

Um, but, uh, I, I had a unique opportunity in, in high school.

One of our prominent alum from a school I went to, um, was somebody who became, uh, very successful in business and philanthropy and art and was a former ambassador, um, and had an opportunity to meet him on a number of occasions, the late, uh, uh, honorable Walter H. Annenberg, um, and also a patron of education.

And, uh, I remember he said to me, "Always respect the other fellow.

Always respect the other fellow," which is another version of the golden rule.

What problems does that create that the industry still hasn't solved?

But now you look at these videos and you can still tell because they're really polished, but it's really close,

really close.

And Dr. Peter in the teaser in promotion for this wrote about, do ratings still matter in the age of AI? And I definitely want, since that was a big focal point of, you know, the promo, I want to attack that head on and just take a couple of minutes to go in it.

And we can talk about the online reviews first or after that, if that's okay, please.

So, you know, do ratings still matter? Forbes travel guide, right? And our ratings actually, ironically, are more relevant than ever in the age of AI.

If you search for the most trusted source or just search for what's the best source for luxury hotels, right? Forbes Travel Guide consistently is the most trusted source.

You don't have to trust me.

There's so much that we're seeing from other countries putting restrictions on cell phones for kids or young adults making conscious decisions about their social media use and putting those guardrails on for themselves or you know giving the life back to the experience and picking that hotel or whatever but do you see a difference between that social media ai piece us-based versus globally i guess is my final question yes

I mean, is this genuine? Are you seeing that luxury travellers genuinely are prioritising, shall we say, sustainability and community impact? Maybe we can go to you, Stuart, on this one.

The twist is that many may be missing, which is they absolutely want that, welcome that.

It is increasingly difficult to be considered luxury, much less even be chosen if you're not kind of forward leaning, even if there may feel like there's less sustainability of a focus, for example, at certain markets like the US where it's not as front and center.

The reality is we as an industry need to make it easier because it's confusing, because it's not easy to understand, because it's not on the consumer, whether it's luxury or otherwise.

to know how best when they stay at a hotel or otherwise to have that impact.

So we need to both inform, focus, right, provide some wonderful data on this.

I know, Charlotte, you work directly with them globally and have a stake and play a leading role in this, the say-do gap, that as long as they're informed upfront as to it, they'll make more sustainable choices.

But we have to encourage people to want to do that and to kind of understand that those are the moments that resonate deeply with the traveler.