Two reasons to invest in data technology
Why do it? Because number one, if you don’t, somebody else will. And we’re already seeing the first hotel chain that's tied up with a retailer coming together to go in there. They’re going to bring their retail marketing ideas over. Secondly, it provides an ability to monetise the wireless. So you could put great wireless in, so you've taken away the worry about having to have great wireless and it being a complaint point, but you've done it in a way that it pays for itself by increasing the spend of your customer when they're on site with you by personalised their visit.