Let's start to set this scene. So we're talking about competitive advantage. What even is competitive advantage?

The rest of maybe you could you could take this one. Yeah, sure. I mean, I think competitive advantage

probably means sometimes different things to different people. But from my point of view,

coming from a PMS property management system, booking management system, whatever you want to call us,

for me, the crux of competitive advantage is really a business is USPs. What do you love?

What are you greater at? And then how do you talk about those to the outside world?

But also the competitive advantage comes from making sure that your tech, your tools and people

all support and translate those USPs. Because if they're just USPs hanging in satellites and not,

you know, you don't have an integrated approach to the business, then, you know, you're not necessarily

going to succeed. It's really about shouting about them, communicating them well and feeding them into

that guest experience. So that really in a nutshell is what I'm talking about. And you might

actually need an ecosystem of tools and services to navigate those challenges and opportunities.

Because maybe no one system does everything for you. But the objective in mind is to give the

guest experience that lightest, easiest and most of unburdened approach to interacting with your

business. Mark, have you got a different perspective?

No, it's exactly that. Well, the necessary thing is it's everything boils down to hospitality.

At the end of the day, what we're doing doesn't matter whether you have come into this as something

passive and you want to find out more of this is like you've been you've come into this and this

is like your bread and butter. This is this is your creator's whole industry boils down to one

thing and that's hospitality. You know, you are welcome strangers into your house, into your

business and you are going to be creating memories. When somebody interacts with you and they pay

you compared to when they just buy some off, you know, an Etsy or wherever, is that you are creating

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