[Music] you we have actually launched what we call digital plan it's actually a five years plan that has been launched two years ago where we're going to spend like more than 200 million euro on digitalising the company at the different touch point of the of the journey so an example here will be what we call the client card the clan card right now is very limited you get the detail of the customer whether they smoking non-smoking io floor lower floor right very limited information that you cannot really use to customize anything but moving forward we are currently and reaching that information so even the ability to get the the previous reviews that they are posting on TripAdvisor for example or our own questionnaire system to see what they like what they dislike and how you can use that to customize and make the experience better yeah so I guess the challenge here is the diversity of sources and languages that we operate in the region so you need first to find tools and provider that cover all the sources or at least 90% of all the sources cover the languages properly and have a tool which is user friendly so that anyone in your hotel can use keeping in mind that in your tell people have very very very sharp right so they obviously their top job is to take care of the customer but then yet they have a lot of administrated tool to take care of so it has to be the simple possible and the users possible because you can get so many KPIs that you can actually be lost in those KPIs and for the hotel it has to be straight to the point what are the KPI you need to look at and what should I do about it I guess it came first with a lot of training to explain why they need to care about their online reputation especially and to show them the direct link between more reviews higher ranking higher ranking higher number booking right so when you show that relationship through business cases obviously people start to get your attention right so we at first to change the culture and saying well actually getting reviews is good for you and the more you get actually the higher your ranking will be and the higher your your score will be which is a bit counterintuitive but all the research I've shown the more review you get the higher your your score is so when they get that really anchored into their culture then we started to have objective in terms of scoring and now for the first time this year a Toccoa tell every single person in the entire company as a guest experience target which is 100% linked to online reputation so if the group is not making their target and tell from my reputation I do not get my voice it is the amount of Earth content which is already available and I guess in the travel industry we are lucky enough to have a lot of content available without pushing for it it's how we use that content which is already really available and we repurpose it so that we use it to tell our story but through the eyes of someone else which is a lot more powerful that if we were to tell our story yourself so one of the things we have implemented for the last few years on top of the tool I was talking about before is a tool that crawls picture that are being taken in a property so in a location so it's not based on Ashta it's based on GPS location and that's very important to do that because 80 percent of people who take pictures do not attack the property or do not attack the place where they are so you miss a lot of content so with that tool we are able to crawl all those picture to put them in one repository and to decide what we want to do with it so whether we want to interact with that person we want to reuse that picture in that case we need to ask it so for example right now we've got what we call a point of interest on our website so for example the authority over in Paris here the male lion instead of putting the you know pictures that are the picture that everyone would have right vailable easily on stock pictures we use the picture that I've been taken by people as a feed so that's picture that are unique and that are coming from someone else and we'll do exactly the same on a no-tell website we put a picture we put our own picture we put also the picture of the guests so that we show the truth right that is not been photoshopped and then people like the fact that if they are actually showing their their peace of heart viii actual reality is something that's something we are looking into but that's something also that's going to change the approach to travel so right now it's more gimmicky than anything else but I think it's going to is going to be one of the key elements in the future [Music] [Music]