Giving guests access to what they cherish
I think it’s dangerous to try and assume we know what the guest wants because every guest is different. I think that the constraints of profiling or perhaps traditional profiling, don't necessarily apply as rigidly anymore and really it’s a simple things, it’s about ultimately, whether it’s internet or other applications, it’s good connectivity that is the most important factor there because quite openly, I have my own content sources already should I want to interact with anything, you know, I don't really expect the hotel to provide it to me. So I come with multiple devices, with multiple subscriptions for contact and frankly I want to access those as quickly and as easily and as speedily as possible. So I think the focus has to - I’m not trying to tailor every experience to the guest but give enough of the generic on, say connectivity to provide them access to what they cherish. Then when it comes to the marketing angle and marketing 2 guests, that's slightly different, you know. One can - take the internet of things and, and the amount of data that will be extracted from connectivity of devices all over the internet, especially within the hotel space itself, to start to create tailored programmes and deliver that personalisation that I was talking to you a few moments ago.