Latest / Suite Spot: A Hotel Marketing Podcast / 166 – 2 Million Reviews Responded To Celebration
Transcript
- Ryan Embree: Welcome to Suite Spot, where hoteliers check in, and we check out what's trending in hotel marketing. I'm your host, Ryan Embree. Hello everyone. Welcome to another episode of The Suite Spot. This is your host, Ryan Embree, here for a very celebratory episode. Today we're gonna have two guests with me, our first Jackie Avery, director of Product - Respond and Resolve. Jackie, congratulations, as the title says of TMG hits over 2 million online guest reviews. Thank you so much for being with me on the Suite Spot. Jackie Avery : Yeah, absolutely. Thank you. It feels so good to be here. Just really excited to celebrate this. Ryan Embree: Yeah, I think it was August 2022, where we were actually in our older building, before we moved into our podcast studio. Hopefully you were watching us on YouTube and celebrating 1 million guest reviews responded to, um, which just seemed like unfathomable to even think about that amount. So now here we are at 2 million in 2025 before the summer, which we're gonna talk about that, that flux of reviews that come in during the busiest time of the year for hoteliers and for travel. But talk to me a little bit about what this accomplish means, to you and, and your team and network of professional writers. Jackie Avery : Yeah. I mean, honestly, this is just one of the many milestones for the team this year. So I guess, like full of transparency, what it means is continued momentum. I think, you know, we're feeling pumped up. We're doing what we love, and it feels so good to, you know, help our clients and really just connect, you know, in a really authentic way with travelers all over the world. Ryan Embree: Yeah. And when we talk about a number, again, like 2 million, that is reviews, online reviews from across all different platforms. Recently added Medallia surveys as well for some of the brands. But obviously it's not just you and a couple people doing this. You've got a huge network of US-based writers that do this. Talk to us a little bit about the training that goes into this, Jackie, because I don't think I've heard one GM, or front desk manager, whoever is responding to those reviews saying that I got into hospitality because I wanted to respond to reviews. Right. They're more focused on the people and guests as they should be on site. What type of training and nuances goes into responding to specifically an online hotel guest review? Jackie Avery : Alright, well, I'll tell you a little bit, but you're not gonna get all my secrets. Well, the team, when they join us, they come already with extensive education. I feel like that's talked about a lot, but in reality, that's actually just like the baseline. That's where we start. And then from there, right, they need to know about hospitality, they need to know about different hotel brands. But there's also extensive training in, specific person to person communication to be able to connect with someone, in a genuine way. Of course. Like with the main focus being in the written form. Because, you know, the team of writers. But yeah, so I'd say, you know, being highly educated and having those degrees and level of experience with different forms of writing is really where it starts. And then we build off that. Ryan Embree: Yeah. And we've been hospitality specific Travel Media Group that is for 40-plus years. Again, there's a lot of nuances that if you're that US hoteliers kind of take for granted things like, taking it a deposit at the beginning of a stay and maybe that deposit not hitting back or get or getting back to that guest within the next couple days. If you don't know that, that's not communicated to not only the staff, but our writers here and they don't understand that could make for a very different response. So we're all kind of travelers at heart, but there's also this nuance of understanding the operational side of hospitality that you have to understand in order to give that service. Because if you don't know policies, rules, even the finer and smaller details of each individual property, which is communicated to your team through a variety of communications, which we're gonna speak to in a minute. But I wanna get to the evolution of online review response. Right. Maybe some of our hoteliers listening to this podcast that have been in the industry for 30 years, this was a much smaller piece of their everyday and priority list. Now there's more sites than ever. There's more reviews than ever. People can even now leave reviews with zero context. Right. Just a star rating which is obviously a challenge in itself to kind of, uh, figure out the details of that. So talk to us a little bit about that evolution since we started nearly a decade responding to reviews. Jackie Avery : Yeah, absolutely. I think when we speak about the evolution of respond and resolve, and you know what that means, I don't think we can have this conversation without talking about AI. We just, it, nobody can go a day without that coming up, without that being pitched to them without it being a conversation they stumble across. And it's the same for writers with that, I'd say kind of how we've felt and seen that impact the respondent resolve program here. I'll kind of start first with our clients, which I'd say I feel like actually that has been a benefit to our clients. Like that conversation coming up and being everywhere because they were already guest centric. They chose to work with us and have these authentic, you know, personalized review responses going out. And so they feel like validated, right? All these fears about AI and how that really is kind of a really scary way to kind of connect with your guests. They're like, oh, I'm so glad we've been doing this the right way and we've been doing this and putting so much time into it from the start. So I think I'm happy for them that they can feel secure and they don't need to be, worrying about it 'cause they know that they're doing it at the highest possible level. And then I'd say as far as the team, how that has impacted us, and, you know, really kind of what we're very aware of is now travelers. Every piece of communication is a test. Right. You are looking at that message back to you. You had a hotel stay, and you're trying to see, did this property truly care about what I had to say, good or bad? Or did they pass off this response to a bot? Ryan Embree: Yeah. And that's a scary thought for some hoteliers. Especially with some of the really serious reviews that we've seen having to do with things like slip and falls. We've seen it all. Payment disputes, there's all sorts of things that happen every single day. The variable of what can happen on property for a guest experience is the spectrum is so wide. So being able to have the peace of mind that this is going to be given to a professional writer that has experience of over 2 million reviews, right? That is something that a lot of our hoteliers, do not take for granted. They really appreciate. But, you know, for those hoteliers, I think the biggest, one of the biggest questions we get, Jackie, and maybe you can do a great job of, kind of communicating this, is how do you know my hotel's voice? How do you know my, how do you get to know my policies, the intricate details of, you know, these rooms on this side of my property are going to have an issue with noise because it's closer to the hotel and this is how we want this addressed. How do you communicate with that? No matter whether it's a big branded property or a small, independent property? Jackie Avery : Yeah, absolutely. So the team, right? We start with this, we talked about training of just a couple minutes ago where we start with this high baseline of what they already know. And they come in with all this level of expertise, but write the details. It's all in the details. So our process was built around the fact that we knew we'd need this. Yeah. Right. Everything we do was built for hoteliers. We know there's high turnover. We know that people get promoted and maybe they go to on to manage quite a few hotels versus just working at one. And then that voice need changes. So when everything was being designed, it was designed with that quick change need in mind. So, there's a quick, give us some feedback, change this response, you know, add that detail in here, update your notes, give a rating. And that is all monitored in the moment and then immediately changed so that the very next review that's left can show and reflect those changes. Like you said, we're not building this out for just anybody. Everything was built for these hoteliers. Ryan Embree: It's continuous education. And that's what we kind of challenge sometimes with something like AI that's new to this. How do you explain to AI that, you know, the elevators near your breakfast area are gonna be shut down temporarily for inspection for a couple days. So you might get some reviews here. This is how we want that responded to efficiency wise. It is still, at this point, much easier to connect with one of our writers to explain that and say, this is how we want this addressed. We can even provide you with maybe some samples of what we've done in the past to say, this is a great way to approach this. So, that comes with the experience of 2 million reviews and being hospitality specific. You're gonna have a lot, a wealth of knowledge, which we're gonna dig into in a second and ask you for some tips. Jackie Avery : Absolutely. I'd say it's important to note you're not customer number one. We've seen it before. Right? 2 million times. So you've got that expert backing. Ryan Embree: Absolutely. Now, you kind of pressed on the importance of communication between you and the hotel, whether that be through our system rating system notes that you're given, or even just a quick call to our client success representative who could connect you, with the respond and resolve team. 2 million reviews, obviously, I'm sure, I'm sure you've seen a lot of that feedback come through, but any particular pieces of feedback or incidents or just situations that have really stuck out to you during this 2 million review journey? Jackie Avery : I love hearing from our hoteliers, uh, the good, the bad. Right? I love that somebody wants to make sure, you know, a response is perfect. That's everything I, you know, as a writer could dream of. Yeah. But, I guess one that kind of sticks out for me, I specifically think it's a, it's a high-end hotel in the Midwest. They had a serious incident happen. So obviously those are really memorable moments. You hope you don't have 'em, but you have to be prepared for them. And the feedback we got, right? They were in this situation, there's imagine there's police on site, there's upset guests in your face. There's guests leaving reviews, and then there's the gracious guests who are still leaving feedback where they're almost, sharing their sympathy with you for what's going on. And, you know, that hotelier connecting with my team and me after everything was over, the review were online, the responses were posted. We had connected with their legal team. We had provided them our recommendations. We had helped report the ones that we could and the assistance that we could provide, and their message back to us of just, Hey, in that moment, I was so grateful that I could focus on what I needed to focus on here. And I didn't even need to worry about this. It wasn't that I would do it later. It was that I know I'm being supported and this was done well, and I'm okay. And this aspect is being more than handled. You, you guys had recommendations for me and for me just to be able to connect and help someone like that. It sticks with you. Ryan Embree: It's a scary time for hotelier. I mean, I worked at the front desk for many years. You know, I've been there when an entire floor floods because somebody, you know, hangs their dry cleaning up on the fire sprinkler. I mean, those are emergency times where you are needed at every second of the day to make sure that this crisis is averted or at least the damage is mitigated. So to be able to have the peace of mind of saying, I know I have Jackie and her team of professional writers who have been through these situations before, handle everything mitigating the damage online. Again, that is something that is our hotel partners value. And, and we hear about it a lot. But I, I also wanna go to the other side, you know what I mean? because a lot of times I think there's a tendency to, 'cause I think those negative, you know, really crisis emergencies seem to stick out in our, in our head for obviously good reason. But even on the other side of those people that are just as emphatic with their positive response or even when something goes viral, that's positive, right. To be able to take advantage of that to the fullest is also something there's a, sometimes we hear from hoteliers, well, I just respond to the negative stuff. And for someone to be take the time out of their day to leave feedback for your hotel, recognizing your staff, your service, that is such a time to amplify that with a response and to show your appreciation with a response. And it's felt on the other side as other travelers are reading these reviews and certainly reading these responses. So, so 2 million reviews under, under your belt, you and your teams about, again, congratulations on the milestone, but I am gonna pick your brain a little bit. What would you give top three tips for, for hoteliers? Jackie Avery : So top three, I'd say sweat the small stuff. Take your time and make it about the guest. You can't brush off the little details and the review thinking, oh, well, that over, they still gave five stars. They are giving you their opinion. They're being vulnerable in that moment and sharing these details with you. You have to acknowledge them. You have to think about them, connect with your team on site about them. Don't rush through review response. This guest happy or upset has taken the time to share their thoughts with you, connect with them the same way that you would if they stopped by the front desk to chat with you. You wouldn't just brush them off and walk by them. So don't do it virtually and then make it about the guests. This isn't your opportunity. You have a whole team. You know, making your health hotel look great online. But I also encourage you, the magic happens when you take a moment to make it about the guest who left that review for you. Ryan Embree: Yeah. I mean, all the common theme in all three of those tips, just keeping the guest front of mind. Right. And keeping the guest first. It's something that we stress to our writers when they're first brought on is that this level of when they, when a hotel partner comes to us and really entrust us to respond their reviews, it is a big responsibility right? To entrust, Travel Media Group to do that. We take that extremely seriously and always keep the guests first. So, congratulations again on the milestone. What any final thoughts, what's next for Respond Resolve as we move forward? Jackie Avery : So much. I think we need a second podcast to go through it. But, um, yeah, I feel like a busy summer, 3 million reviews. You know, we've got a lot going on. I think, you know, we are gonna continue to just do our very best and be the very best and just connect with travelers in a really real way and keep doing everything we can to help our hotel partners. Ryan Embree: So awesome. And love to hear feedback from our hotel partners about how that authenticity shines through you and your team's responses. So, again, congratulations Jackie, on this milestone. Jackie Avery : Thank you so much. It was great being here. Ryan Embree: Thank you. And next we'll be joined by our CTO, Jason Lee, who's gonna be talking to us a little bit about what this milestone means for him and his team. Here we are with Jason, Chief Technology Officer, Travel Media Group, celebrating again, 2 million reviews responded to. Congratulations. August, 2022, I was telling you was when we, had responded and had you on for 1 million reviews responded to talk to us. You've been there since the inception, the birth of this solution. Maybe just give our listeners a little bit of background into the idea behind it. I know we've, we heard all the time, hoteliers, you know, along with the reputation solutions we provide. Do you guys respond to review? Right. What that came from idea to solution to where it is today? Yeah, I think when we, when we started it was exactly like you said, we were in the reputation space doing stuff for hotels. Jason Lee: Really the building reputation of a solution that we still have today. And that builder brought on all kinds of other things. Like, I get more reviews now I need to respond to them. And so it was like, oh, yeah, well, maybe we should be able to get that done. Right. And as we got into it, like obviously the logistics of it, initially we were very innocent thinking like, yes, yeah, we probably could do this. And we got into it and got, we had the review data already flowing. So, you know, getting the response piece shouldn't be that hard. We write a response and we, you know, we get it into the site. And what we found right away is that there's obviously lots of complication that goes in into that. Not just the review data, but is there a process? What is that? How do you scale something like that? So we started with like 20 reviews maximum. TripAdvisor only, you know, because we had, at that time, we were able to claim a TripAdvisor page, or we were able to get a credential into a TripAdvisor page really easily so that we could respond to the reviews directly. And then we had a direct kind of direct connect. So we made it very easy. But, you know, as you might expect, the second you start that, they're like, well, what about Expedia? What about booking or what about Google? So then, you know, obviously it continued on from there. Then it was, what about guest verified reviews on my brand site? What about Medallia? Right. And so, you know, all of this stuff has sort of evolved over time. But I think maybe from the very beginning to now, I think the biggest learning or the biggest divide right from there to now would be how much we've learned about personalization, localization of messaging, and how important that is to the guest and how important these messages are. I think we assumed probably like a lot of people that this was sort of a get it done and then it's done. Just as long as there's like legible text in a text box, we're good. But what we found was better and better messaging, clearer and clearer messaging from the hotel to the guests. So, us being the sort of scribe in between getting that message to the guest, we started seeing, Hey, there's, there's real positive benefits here. There's actual, there's actual real benefits to the guest receiving this. There's benefits to the guest that's reading this. And so the importance of it and the urgency of that importance has only amplified over time, to where we're at today, where it is extremely important that the messaging is correct. And we leverage a relationship with our property during onboard, and we leverage that relationship through every single review response that we process to try to get that response more and more prescriptive, more and more clear. So, I mean that's sharp evolution. But, you know, as I say it seems like, well, well, of course, but scaling something like that, you get into the thousands of properties. Right? Absolutely. And the, so the varying message, the varying localization, the, the varying ways that you wanna display your hospitality, you know, it, it's daunting. And, but that's what we've learned and that's really how we built a platform to handle it. Ryan Embree: It's interesting 'cause I think alongside the evolution of the solution also came an evolution of our hotel partner. Yeah. And, and where we were getting those original review responses of, of those hoteliers that did just want, Hey, listen, my brand is requiring me to respond to these reviews. Just take it and I want this out aside outta mind. Yeah. And now we get hoteliers that are looking at every single review rating. Those reviews, you've, you've implemented that as a, as a evolution of the Yeah. The product. Where do you think that that kind of, I, I don't know. Where do you, where do you think that that fork in the road happened and what this hotelier that just check the box to now is, is really seeing the benefits of what authentic review response can do? Jason Lee: You know, I think, um, it's funny, you know, because you, you mentioned 2022, you know, <laugh> Yeah. August of 2022. You know, I think from that point to now are we have gotten, uh, you know, a more and more upscale property, so properties that, that have, that are, that are more and more upscale, some iconic properties. But I think in that, we found sort of through them, right, through that partnership, we see the, the level of care. We see how important it is to them to get the wording right, to get the phrasing right. And, and from that we're like, man, you know, there's obviously benefit in this, you know, there's this, yeah. There's this bigger benefit. So, so that's where we really started seeing a lot of our, like you talked about the rating system and, and the notes system. We had kind of a, a, you know, a approval process before that. But this is where things got really intense in terms of like trying to sort of, you know, get the different layers of voice. You know, including, you know, ways of discussing policy, ways of, of, of discussing issues that might be caused by renovation or potential future outcome of, of, of this renovation for dissatisfied customer. So that kind of language and, and that kind of, um, you know, flow scaling that really came out of those partnerships. Yeah. You know, because the more complex, the partnership, but that same partnership, that partnership of that super upscale casino that gets a thousand reviews a month that benefits a Hampton Inn Yes. Speaker 2: That gets 25 reviews a month be, and, and because we, we built the complexity in to allow them to engage in that complexity or not. Right. They can take our baseline and our baseline continues to raise, you know, so that, so what our baseline responses are, what they were, you know, when we started almost 10 years ago Yeah. Are very different from today and, and are continuing to evolve as we start to understand sort of the emotions behind, uh, uh, the review as we start to see like the difference between a incidental room defect mm-hmm <affirmative>. And, and the property trying to make that right. Yeah. Um, and, and so really dissecting that information and, and, you know, hopefully get creating positive like bunches of positive outcomes, um, from both positive reviews and negative reviews. Ryan Embree: And I believe in hospitality, we are always looking for an edge. And because it is the difference between a couple occupancy occupancy percentage points, and, and that could make or break your budget, you know, for the, for the year. And, and we are that, that extra couple dollars in rate we are always striving for, we're always looking for that extra slice of the pie. And I think a lot of these brands, management companies probably looked at portfolios, started to dissect and looked and say, okay, what's the difference between what this hotel is doing and this hotel is doing? Right. And one of the spaces maybe that they uncovered was seeing that they're doing a really great job of actually communicating to their guests. Yeah. And I think when you look at that, that common question that we hear all the time, what's the ROI of responding to reviews? I think innately this, this, that evolution has happened where people are starting to see the light a little bit as far as if I can communicate effectively to my guest through online review response, I'm going to see those impacts and effects. And you've, you've actually talked about some of those that come in just more, more than one way. Jason Lee: Yeah. You know, and I think that's, that, that that strategy, you know, where you look at can, you know, can I retain a guest? You know, and, and we typically think of guest retention as being something that is negative. I take a negative and turn it into a positive. Yeah. But I see guest retention all the way through, you know, I think a positive review, a po a a guest who has a great experience with you and expresses that online, it's such a responsibility at that point to show gratitude and to, to build on that with that guest Yeah. That relationship with that guest, because it's only gonna amplify, you know, their advocacy to their friends and social media and all the other things that they do. Jason Lee: But in addition to that, it's about also that, that acquisition side, right? So you have this retention strategy, but that retention strategy, if you do that right, the acquisition strategy falls right into place because you've created an authentic message between you and that guest. And, and that's really what that whole thing is about. You know, and, and one thing that's really interesting to me is that <laugh>, through this time, we, you know, we've had kind of an interesting, you know, relationship with OTAs where we were sort of in the periphery, you know, polling reviews mm-hmm <affirmative>. To, to now where we have full connected APIs. And I think about that, those relationships and think about the motivation of an OTA, their motivation is to sell hotel rooms. So like, they don't make money unless they sell a hotel room, but they see the importance of reviews, and they see the more importantly, they see the import, they see directly the importance of responses. And I think that's why Expedia using guest experience score and, and other things to, to reward properties that are engaging in this practice. Well, yeah. Right. Because they know that they'll be selling the most hotel rooms and, and, and that at, at the highest rate. Ryan Embree: Yeah. No, absolutely. I mean, these OTAs have gone from asking for reviews to be character and, and word limits. Yes. To now you can literally do a, a no comment, uh, review, which, uh, which is an interesting topic as well. Yeah. Um, you know, but talking about responding to reviews over 2 million, what would you say we asked Jackie, you know, as an authority? Would top three biggest tips, uh, maybe just share a tip or two that you would say for, uh, hotels, let's do, let's start with hotels that just aren't responding to reviews right now, and then maybe we'll, we'll work our way up a little bit. Jason Lee: Yeah. I think if you're not responding to your review at all. Yeah. Right. And, and you wanna start somewhere, you know, I, I wouldn't say just do the negative, I would say <laugh>, I would say, and that is some, that is some people's strategy. Yeah. That's some people's strategy. I, I would say do all the negative, but do a, do a solid percentage of the positive. If you, if you don't have the, if you don't have the resources to do it all. But I would try to do it all. Yes. You know, it, it's, it really, it really doesn't take that much time in terms of if you have that focused ability, right? Mm-hmm <affirmative>. I mean, I think the hardest thing for hotels, uh, to do, and the biggest obstacle is the varying nature. And is, and by the way, that's also been a constant issue of our scaling that, that we, we've definitely got our arms around now, but in the early days going from, you know, uh, winter to summer was a shock to the system. Yeah. You know, you go, you, you know, you're talking about in some cases 40 to 50% increase in review flow in the summer months and then back down. So how do you, how do you staff for that? Right. How do you, how do you do that? But back to your original question, <laugh>. Yeah. Uh, the, you know, I would try to get, I would try to do as much as you can on that, but, but maybe find it, find a, a champion at your property that, that believes in this, who wants to do this, um, that communicates well with guests and, and can do this properly. Ryan Embree: AI could be a first good step as well. Sure. And, and to actually, again, if you're not doing it to doing it, yeah. We've obviously talked on this podcast Yeah. About how there are still definitely a gap there. But what about those maybe on the other side of the spectrum that are really, you know, they're, they're keeping up with their reviews, they want to take their responses to the next level. You know, what, what are you sharing with your, your team or best practices on saying, how do I differentiate myself that, that, that edge that we were talking about, how can you differentiate your responses from maybe, um, the hotel you down the road that might be using something like ai? Jason Lee: Yeah. I think, you know, one thing for sure is figure out how far you're willing to go mm-hmm <affirmative>. Right? At your property. One, one thing we have with our, with our hotels is that we wanna know, you know, and, and some, sometimes we have partners that say, Hey, I don't even want you to apologize. Right. Don't even say you're sorry, but, but we have other ones that say, Hey, if this happens, have them contact me directly. You know, I want to talk to this guest, I wanna make this right with this guest. Yeah. So I think that that push towards an authentic reply that drives resolution, especially in the negative side. Mm-hmm <affirmative>. So especially where resolution is possible, try to find that and try to express that in that review. And if you can talk to the guest before you write the review or write the response, that would be phenomenal. Right. You know, but, but, but looking for a way to express authentic resolution, um, shows, uh, any future guest, um, that that's what you're about, and that, you know, issues happen and, and that, but that if they stay with you, you'll handle it appropriately. Ryan Embree: and we've talked about this before. I think when we look at reviews, sometimes when we look at especially bad reviews, we think about how we think about ourselves and the guest of that. We think about ourselves in the shoes of that guest, right. That's writing the review. Um, so in, in that same vein, we look at that response as a way that they're communicating to us. Yes. How far were they willing to go as you you talked about, to try to find a resolution? And am I satisfied with that? And, and that's, that's the key to hospitality, right? Yeah. That's, that's been true. You know, for, for for the longest time. Uh, so 2 million reviews we talked to, uh, Jackie, uh, she gave us, you know, obviously an answer on what's next. Uh, what, what do you think is next on the innovation and, you know, as, as the CTO and kind of product leader here in, in our tech, uh, stack at Travel Media Group, what do you think's next on the innovation side for something like review response? Jason Lee: I mean, I think we, we've made a lot of strides, uh, in our AI product on smart response. Um, and I think there is a hybrid, even further hybrid version of that that, that, um, we'd like to explore, but on, on the main side, it's doubling down on authenticity. Hmm. And it's doubling down on reviews or responses that don't sound like the, like you've heard this response before. Yeah. Right. And, and I think we all have this very simple kind of, um, format for responses where we have this intro and we have a center and we have this outro. And all of these things sort of together create this sort of ongoing response template that sort, that becomes instantly white noise in a, in a review feed. And, um, some of the things that we're working on are new ways of expressing, um, ourselves in response publicly, new ways of apologizing, new ways of taking, taking ownership. Jason Lee: Yeah. You know, um, simple things, you know, they're very interesting. And, and again, this, this comes only could come from a relationship with a hotelier where they trust what we do, where we stop saying we, and we start saying I meaning like, Hey, we're sorry. It's, I'm sorry. Love that. And, and, and it, and, and then it turns into, this would not be acceptable if I was traveling with my family mm-hmm <affirmative>. And it's not acceptable for you. I'd like to make it right. Make sure you give me a call at the property. This, this, this is a, a tone change that you never really see. And, and we're able to do it with a few properties who trust us to do it. Yeah. But this is something that's very different. So we're starting to push further into this, and I do feel like the more AI that is out there, the more AI responses that are happening, the the cry for authenticity is gonna get louder and louder, and it's gonna, and it it'll turn into that if you're doing it through this one way, right. This very predictable, formulaic way that it's not gonna resonate anymore with a guest. Yeah. That they're just gonna feel like this was kind of done on the fly, you know, slapped into a GPT prompt and, and spit it out a response. Ryan Embree: I said it conversation with Jackie, like, uh, we will be fluent in AI language and very, very soon. Yes. And it will be that authenticity, those little nuances that you talk about of our language that will, that people will be, it will be very night and day and be able to, uh, you'll, you'll be able to tell. So, and, and those 2 million review responses, by the way, not done. Those were, those were professionally written from, from our, uh, our network. So just to make that clear. But, you know, congratulations on, on this accomplishment. Um, again, hopefully we got summer coming, so 3 million might be around the corner here, Jason. Jackie Avery : The real, the real accolade goes to Jackie, who was in here before and her incredible writing team in our, in our, in our writing network. That's just unbelievable. We've Yeah. We've been so fortunate to have just incredible, uh, an incredible writing team that really believes in what we're doing, believes in hospitality and loves extending it. Ryan Embree: Take a tremendous amount of pride in our team here. Yeah. And what they're, and their abilities and what they're able to do for our hotel partners. So thank you Jason, for joining me on the, the podcast. Yeah. And, uh, thank you for listening. We'll talk to you next time on The Suite Spot To join our loyalty program. Be sure to subscribe and give us a five star reading on iTunes. Suite Spot is produced by Travel Media Group. Our editor is Brandon Bell with Cover Art by Bary Gordon. I'm your host Ryan Embree, and we hope you enjoyed your stay.