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Remembering Human Intelligence: Creating Client Experiences People Remember with Peter Merrett

Ros: Welcome back everybody to the Travel Agent Achievers podcast. Today we're talking about something that I believe is becoming more important in our businesses as we move forward. It's not less than, and that is our ability to be genuinely human. We talk a lot about AI, automation, systems, and becoming more efficient in our travel businesses. And that's what I'm absolutely here for.

There's a lot of admin that we do, but as a technology gets smarter, I really think that there's an even bigger question that we need to be asking. And that's how do we get better at the things that make us human? And I have exactly the person that I wanted to explore this conversation with. Peter Merritt is a former chef, a multi-award-winning luxury hotelier and Australia's 2024 Keynote Speaker of the Year.

For more than three decades, Peter has built a world-class cultures across many businesses. He's transformed service experiences and led teams to twice win the United Kingdom's Hotel of the Year and the International Office Building of the Year and the best customer experience in the world. But it's Peter's philosophy around what he calls remembering human intelligence that I particularly wanted to explore today. Peter believes that.

Human excellence can become a powerful commercial advantage. And through his work, he brings us back to the seemingly small things: presence, curiosity, care, connection, and of course creating moments of wonder. I have personally had the pleasure of hearing Peter speak a number of times now, and I always walk away looking at service and human connection a little differently. He's

Talks that I have listened to are very interactive. They're a lot of fun. And they're, you know, it's something that I always come back to. Now he is also the author of One Delicious, Bringing Wonder Back to Life, Leadership and Service, which I know we're going to talk about a little bit today. I have his signed copy and I absolutely love the book. Now, because for us as travel advisors, I think there's a really incredibly important conversation to have here today.

What can we learn from the world of five-star hospitality about creating experiences that our clients genuinely remember? And as technology gets smarter, how do we make sure that we become even better at being human? Peter, welcome to the Travel Agent Achievers podcast. I am so excited to finally have you here and join me today. Thank you.

Peter Merrett: Absolute pleasure. It is incredibly exciting to be here.

Roslyn Ranse: Peter, I wanted to start with those three words because it's very relevant to where we are right now. What do you mean by remembering human intelligence?

Peter Merrett: As you can probably, a little bit of a guess is that I'm being very playful with those three words. And remembering is something that came to me a number of months ago where I continuously heard people saying that we, all of the things that we've forgotten, as we, everything that we're chasing and everything that's coming up with everything artificial. And I just simply flipped the word forgotten upside down into remembering because it's very easy for us to lose sight of the things that make us human and just staying true to who we are as people. So I'm being very playful with those three words, but I found that it's just provided the north tip of my compass with all of my work, just guiding, encouraging people back to the depths of our human core.

Roslyn Ranse: Absolutely. You've spent nearly four decades in hospitality, leadership, and customer experience as well. So what does wonder mean to you? And somewhere along the way, you know, we've we've lost some of it in businesses, I think.

Peter Merrett: Yeah. If anything, with all the things that are continuously coming up that we're being told and guided with what we need to be thinking about next, there isn't anybody in the world who didn't arrive in this world with a sense of wonder. It's something that we're all born with. It was our, if anything, our greatest superpower, our sense of curiosity and imagination and the pure delight in anything and everything. And as we grow up and sort of into our towards our adult selves, often we can think that it doesn't matter anymore or we haven't got time for it anymore and that it belongs to the little people, children in their childlike sense of wonder. But if anything, it's something that's still there. And I just believe it's something that we've gotten very good at covering up and losing sight of.

Roslyn Ranse: Yeah. So like the do you mean the like the playfulness? I love the words curiosity. working in travel, that is something that I am always we live on such an incredible planet and we have the opportunity to explore it and that curiosity. So when I hear wonder from you, I hear those words childlike, sometimes the playfulness.

Peter Merrett: Yeah, just the pure simple joy, play and fun in everything and anything. All of the things that happen to us through our day, where we're just so crammed full with lack of time with everything that we're trying to do, but just realizing that that wonder is still around us. But when you bring this into a workplace or a business environment, it almost just makes everything possible and makes everything more engaging and enjoyable, satisfying. The list goes on. The list is endless. But when we're continuously chasing and running and distracted by everything that's coming up next, all of the things that are coming up in the next moment or the next thing that we're heading towards in the future, it's very easy to lose sight of what's happening right now.

Roslyn Ranse: Yeah.

Peter Merrett: In this exact moment right now with our teams, with our people, with our clients, with our customers, whoever it is. And if anything, that just steps into the heart of my work. And if it was what we were encouraged and taught more than anything in the kitchen, in hotels was just being entirely present in this moment right now with the person that's standing in front of us, the way we say good morning to a guest, whatever it might be.

Roslyn Ranse: Yeah.

Peter Merrett : Only happens right now. So I'm always very playful with the word here. If you put a letter T on the front of here, it turns into there, where there's a lot of people who are there, but they're not here. So this is, yeah, right into the heart of what wonder is.

Roslyn Ranse: being present. Yeah. I I do think that we are losing that ability with technology now. And we are in this extraordinary period where AI can make us faster, more efficient, more productive in different ways. And it as technology gets better, what do you think becomes more valuable then from that place of wonder? So what makes us more valuable about us as human beings?

Peter Merrett: The point of connection versus the transaction that we're creating or if you think of anything in business or particularly customer excellence or human excellence is without any question all of the things that are right now, but we just got to be, remember to be conscious with who we are as people, being conscious with seeing beyond the seriousness of everything and things that just make anything lighter and brighter, more enjoyable. It's almost like that endless thing where just stepping into remembering and seeing people for who they are. One of my greatest memories from hotels was how consistently, but how we said good morning to each other as a team. And it might sound like a very small example, but if anything, for us, it was everything. Because it set the day every single morning for the day ahead. It's a connection that the importance of being connected with each other, the importance of being connected. If you're in a team meeting or people across your

Roslyn Ranse: How did that work? Do you think we've lost some of that?

Peter Merrett:or whoever they are, that point of connection just being more important than anything else.

Roslyn Ranse: Can you give me an example of how you did that in the hotel industry and the hospitality industry? Because what I see is, and in my experience with travel business owners and working in our industry now, there is a lot of people who are still working from home, a lot of small business owners that may not have teams or different people. And I know for myself, as I said to you before we hit record.

When I was at an event last week, I hadn't spoken that much ever. And by the end of the week I was feeling as though I was losing my voice because I don't necessarily use my words all the time. But give me an example of how how we can do that or in your experience, maintaining or a deepening that connection from a a way that makes us more human and and wondrous to start those days. How did you do that?

Peter Merrett: With a whole series of tiny little rituals. So there was never one big thing. Four words that just ring in my mind as clearly as the first day that I heard them at the hotel I led in the UK, which became Hotel of the Year. There were four words that kind of guided everything, which was to think big, but act small. So even though this was a big, beautiful country house, hotel, 200 acres of forest, four red stars, ultra luxury. It wasn't the chandeliers or the quality of the carpet or the bone china or the thread of the cotton in our sheets. was all of the small moments that created the feeling behind the experience. So if anything, my encouragement is never like all of the, often we think, amazing experiences cost a lot of money or they have to be extravagant or they have to be big and fancy and all the rest. Often it's the subtlety in the detail. So thinking big and acting small isn't something that's just reserved for a luxury hotel. Anybody in any business in any position not just could use those, should use those words. acting small, often it's the detail that is entirely invisible to a customer or to a guest. And I mentioned it before, the connection beyond the transaction. And it's funny, like to this day where I often hear people using the three letters VIP, where we single out a single person and do whatever it takes to make them look or feel more important or suggest that they're more important than anybody else. And VIP in that sense, we were never allowed to use or refer to people was more important than others. But we did keep those letters with very important personalization. So we've got, yeah, and the beauty of this is that anybody can put it into practice immediately. But whoever it is that you're serving, whoever it is that you're assisting or helping or guiding, whatever it might be, what are the small touches that we can do to create very important

Roslyn Ranse:
I love that.

Peter Merrett: personalisation. So say for example at the hotel I just mentioned, we would often have celebrities, politicians, people who you might say are more important through status than people who were just there for their wedding anniversary for example. But for us with very important personalisation, it was the way that we looked at our guests who were arriving or researching or reviewing anybody before everybody before they arrived.

And when we saw that, say for example, Mr. and Mrs. Smith were coming back for their third visit, it was their wedding anniversary, by all of the team knowing that, by all of the team being aware of that, we'd be able to add a magic word when they arrived, which is the word back. And put the word welcome in front of it, when Mr. and Mrs. Smith walked through the door, for us to be able to say, welcome back. If we didn't take that.

What I've just described, take that away, and no one actually knew that it was their third visit. Could you imagine if any of my team said, when they were checking in, have you stayed with us before? Now, can you see the difference with that?

Roslyn Ranse: Yeah.

Absolutely. I've experienced it myself where I'm like, no, I'm a regular here. Yeah.

Peter Merrett: Yeah, but doing whatever we can to make sure that people feel seen and heard and appreciated. If we nail those three things, everything else works. But this comes through from very important personalization. And that, as I said, is a point of connection beyond the transaction.

Roslyn Ranse: Absolutely.

This is something that I've also heard you you say before, that having that five star service can also have a budget of zero. And hearing you just explain that with the personalization, the welcome back, is so it it's it's not expensive. it's very memorable. It makes people feel as though they are connected to you in that way and almost like I'm home.

Peter Merrett: Yep.

Roslyn Ranse: I I love hearing this because I think that's in particularly important for travel advisors and travel business owners because we will often talk about the surprise and delight, you know, and we can immediately think of gifts or champagne or upgrades and spending money, but that's not I mean, that's not really what you're talking about, is it? It's it's more about the difference between an expensive gesture and a meaningful one.

Peter Merrett: Exactly. And often we can think of that we have to create one-off moments of wow, one-off wow moments. And my point with this is creating it with everything, everything consistently. This isn't just reserved for one-off moments of extravagance. This just becomes the ritual habit, the way of life. And you know,

Roslyn Ranse: Yeah.

Roslyn Ranse: The norm. The ritual and the habit becomes the the normal. It's the wonder.

Peter Merrett: It is. But I'm basically describing points of consciousness. And what I mean by that is all of the things that we do unconsciously. if I said, ask you a question now and said, why does the whole world say kind regards at the end of their email? And the answer is people say kind regards at the end of their email is because everybody says kind regards at the end of their email. And it's something that we say and that we do and we express subconsciously.

Roslyn Ranse: Yours sincerely. I mean, they used to be. Best regards, kind regards, all of those sorts of things. I hear you. Yeah.

Peter Merrett: Whatever it might be. All of those things. And it's the same where people, I'd say nine times out of 10, every email I receive starts with the line, hope you're well. And it's something that people write subconsciously without even realizing that they've said it. So if you imagine, not even thinking of it, because everybody says it because everybody says it.

Roslyn Ranse: So do you think they're not actually thinking of it when they type it?

Roslyn Ranse: That's really interesting.

Peter Merrett: Yeah. So, you know, it could be one of our ways was before we click send on an email, every email, we'd almost count to five, five seconds. Is there something different we can say at the end of our email to express, to enhance the connection with the person that we're about to send that to? So I'll often say with grateful wishes or with happy wishes or whatever it is, but it's personal to the email I'm sending to the person that I'm sending it to.

And this is just, these are just simple rituals inside of our consciousness.

Roslyn Ranse: Being conscious, being present, actually thinking about the experience instead of becoming the the robot, the here's here's the structure, here's what I need to do. Yeah. And this this also comes into something else that you were talking about and what I've heard you say was, you know, what else? Can you tell us a about where that came from? Is this coming from the sorts of things that you're saying now, the slowdown five seconds?

Peter Merrett: Mmm. Yeah.

Roslyn Ranse: where that came from, the what else and what happened when your team started doing it.

Peter Merrett: Yeah, I mean, they're just two beautiful magic words. if this, the hotel that I described, Ashdown Park Hotel in East Sussex in South of England, big, beautiful hotel, but our secret code was those two words. And this was something that we considered with everything, from serving guests with morning tea to the way we...

Roslyn Ranse: Yeah.

Peter Merrett: greeted people on arrival to however we prepared different experiences or service, we'd always just pause. What else could we do to that to enhance the point of connection or the experience? So what else? And the beauty of having a secret code that is two words is that it's totally uncomplicated and entirely memorable. So every single member of the team knew those two words and knew the permission that sat behind those two words. And it was always tiny little enhancements, tiny little moments of thought, of expression, wherever it might be, that stood us out brightly compared to anybody else.

Roslyn Ranse: And that's also a team, you know, something that you would have cultivated whilst working with everybody to ensure that as a team, that was part of your values from the hotel, right? And everybody was, as you say, everybody was aware of it, but that is also building the culture of the experience and and where you're working.

Peter Merrett: Mm, yeah.

Peter Merrett Yeah, exactly. And the beauty of what else as a secret code is that it comes with no cost. The cost is zero with any kind of enhancement is exactly that, is an enhancement. And it's often the simplest things that concern something that is expected into unexpected. And it's as entirely as simple as that. But playing with our words, I'm often very playful with asking people if they know the number 171,476. Now, I often get people to guess if they know what that number represents. And it's the number of words in the Oxford English Dictionary. So my point is, I researched, but it's something that I do to encourage that this is stepping into what we did in hotels was

Roslyn Ranse: You know that, Peter?

Peter Merrett: My point is, there is no shortage of words at our disposal to enhance our expression, which goes into, like I just said, with the way you close emails and such like. But going from hotels to Tower 42 in London, which went on to win the best office building in the world, we just took one of those words from 171,476. And one of those words was tenants.

So there were 4,000 tenants who worked in this building, and we removed that reward and replaced it with guests. In a heartbeat, and this was another example of what else, in a heartbeat, the entire feeling behind our culture changed at the click of our fingers. And it felt entirely, there's two words, tenant, guest, tenant, transactional, complicated.

Roslyn Ranse: Absolutely. I mean just those two words. Yeah. Tenant, guest. Totally different.

Peter Merrett: Guests, welcome home. And there's an example. We went on to achieve the highest rents in London for eight years consecutively. were fully occupied. People kept renewing their leases. And that was just one word. There was a series of other words that we changed and played with. But there's another example of what else.

Roslyn Ranse: What else? So if we were to move this into the world of travel professionals and travel advisors, I'm gonna give you a scenario and let's see what we can come up with. Let's say I've got a couple traveling for their 20th wedding anniversary. I've booked their flights, a beautiful hotel, their transfers, everything is technically perfect. If we were to add on what else to this, what would you suggest from a a feeling perspective or to add something into it. That's a what else.

Peter Merrett: Yeah. Yeah, I would say that don't do anything for the sake of doing it, but remembering that every moment matters. So anything that we can do for those guests or those customers to feel seen, to feel acknowledged, however small or whatever, however small it is, is just doing a series of things. I stayed in a hotel last week or myself and my wife, it's our anniversary and we happen to mention it at the point of reservation in the central reservations area. When we arrived at the property, there was a handwritten card on the table in the room saying, handwritten to us wishing us a happy anniversary, which was something that costs nothing. And we often hear of moments when people connect their pen to a piece of paper and the magic that it creates. But we knew, so there's,

There's endless possibilities, but that's what comes from our state of curiosity.

Roslyn Ranse: Love that. It's one thing that I I love to do in my business is send a welcome letter, but it's all very personalized to the guest that's arriving in the hotel. I physically cannot write it if they're in Athens or in London or somewhere, but I will type it up and and sign it and ask the hotel to give it to them, the guest on arrival, along with their room key, just to say welcome.

Give them some insight and ideas, how I've been looking forward to seeing them arrive. Those are the sorts of things that, from a personalization perspective, I think are really important, and not enough people actually do that. But I just wanted to share you said that last week you traveled to a hotel and they gave you something for your anniversary in your room. I have just arrived home from the US, and in my post box is a happy birthday card. It's my birthday next week.

Peter Merrett: Yeah, amazing.

Roslyn Ranse: You know what? It is from a general manager of a hotel in Sydney that I always stay at, and it says, Dear Rosalyn, wishing you a fabulous birthday cele celebration. Looking forward to seeing you again, Rob.

That doesn't cost very much, but it made me feel so special. A, it's personalized, totally unexpected. I would never have, you know, expected anything from them. I am going back to stay with them next week. But this blew me away. And I think these days we don't often get things in the mail or in the post box other than a bill. And even that's very rare. It might be just something else these days. But that has

Peter Merrett: So clearly.

Roslyn Ranse: Definitely added to my experience of working with this hotelier, but also remembering that I feel heard, I feel seen, I feel welcomed, and I know when I go back there, it just makes me feel like I'm going home.

Peter Merrett: Yeah. And you will never forget receiving that card from Rob, that general manager. And you've just experienced the recipients of them playing with what else.

Roslyn Ranse: Never. That's it. Yes.

Peter Merrett: And this is something that the best luxury hotels around the world are masterful at it, is the record that we keep of, we listen to anything that we hear from guests, we listen and we keep a record. Keeping a record of someone's birthday, keeping a record of someone's dietary requirements. If we overheard a guest, say having tea in the lounge and we overheard that they were going on family holiday in a couple of months time to Greece, we'd write it down would keep a record of it. So next time we spoke to that guest, we'd be able to say, how was your vacation in Greece? Or whatever it might be. And this hasn't got to be a fancy CRM system. It could be a piece of paper with a pen. It could be an Excel spreadsheet. But just keeping that record of anything that we can put to good use. We would record the favorite newspaper of a guest. Or if they had a favorite type of pillow, whether they're like foam pillows instead of feather pillows or whatever it might be, we would keep a record of those things. So when Mrs. Smith came back for their anniversary, we would already reveal those things without them asking for them. And this is just called invisible magic. It's simply that. It's not complicated. It costs nothing and it changes everything.

Roslyn Ranse: Yeah.

Absolutely. So Peter, if I if you were to mystery shop my travel business, from the moment you first inquired with me until the moment you arrived from your holiday, what would you be looking for?

Peter Merrett: I've been looking for all of the human magic, but more than that, I've been looking for the craftsmanship behind every step, behind every moment or interaction. And when I say craftsmanship, this is just the level of detail that has gone into everything that has created the experience. So one of my favorite expressions is the devil in the detail.

But I'd be looking at the anticipation and the sense of arrival, the sense of welcome, and those kind of things. So I wouldn't be reviewing the mechanics behind everything. I'd be taking a good look at the points of connection.

Roslyn Ranse: How it made you feel. It's one thing that is coming up quite a lot in the travel industry, especially over the last 12 months, I would say, that as advisors or travel business owners, you can either be somebody who helps curate an experience or you can be an order taker. And without listening to the clients and understanding what they

Are looking for how they want to, you know, be how the feeling, the emotion, walking with them. I always get so excited with my clients when I jump on a Zoom call with them or I have a conversation over the phone because they're about to do something and they're so excited themselves. And I genuinely, for the majority of the trips, I'm like, can I come with you? Because this sounds incredible. But I think that there is definitely something in that with the what else and how.

You know, we can make people feel the very important personalization is for everyone. It is not for one specific person. And that is really important. And to move away from that thought of being an order taker, use technology to be efficient or, you know, use use it in a way that can allow you the time to be more human with your clients. Those are the sorts of things that I know I

Peter Merrett: Absolutely. Absolutely.

Roslyn Ranse: It just makes me think, wow, what what else? What else can we do? It's something that I really want to take with us all as we move forward. So if if every travel advisor was listening to this and could do just one thing differently tomorrow to bring more wonder into the experience that they create for their clients, what would you ask them to do?

Peter Merrett: Yeah.

Peter Merrett: Just to always remember that providing amazing experience and services doesn't cost more money. It just needs more attention. But I would love to just express one of my favorite words, and it's something that we, it was an invisible word at Tower 42 in London, was, to paint the picture, Tower 42 was the most complex project I've ever worked on in my entire career. It was complexity at every turn. We added the word simplicity to our complexity. And there is a word in the dictionary. It is gorgeous. It's the word simplexity. And it was another example of entirely memorable. All of the team, like anybody in housekeeping or any of the chefs or security, all knew that word simplexity. And it was just the ongoing permission to do whatever it took to add simplicity to anything that appeared complex.

Roslyn Ranse:  Love that simplexity. I'm gonna I'm gonna type it up or just write it on my computer right in front of me because we can often get caught up in how complex everything is and tires up.

Peter Merrett: simplicity because

Yeah.

Peter Merrett: how complex, then we express that through the customer experience. If any of our customers ever feel that something is complicated or complex, too hard. Do whatever we can to the tiniest detail of adding simplicity to every step or interaction or just to make it in

Roslyn Ranse Mm. Yep. Too hard. Yeah.

Peter Merrett: entirely memorable for all the right reasons.

Roslyn Ranse: Do you think that that also comes with permission to show the initiative to to make it simple? Like that becomes a culture thing within an organization?

Peter Merrett: Definitely. And sometimes it's good to actually call that out as well. We're aware that this is often a complicated thing, and we've taken, we've done whatever we could to simplify it. And then other moments, though, is to do things invisibly. It's just pure moments of magic. This is how we do things. Yeah. So say, I've just got to tell you with this one.

At Ashdown Park Hotel, we would all have our morning gathering. It was always about 15 minutes where we'd go through our arrivals and all the rest of it. But here's an example of invisible magic. So at the point with reservations, we would ask our guests what their approximate time of arrival was and say for Mr. and Mrs. Smith, who are mentioned for their anniversary, if we knew it was 2.15, one of the team would go up the driveway, long winding driveway through the forest and hide in the bushes. We'd already asked Mr. and Mrs. Smith, could we take a note of your car registration so we can reserve a car parking space near the front of the hotel? And we would watch. the second someone, one of the team, see the car coming down, their walkie talkie, they'd be like 30 seconds away. And we would step forward at the front door.

As the car literally arrives and we'd step forward and say, welcome, welcome back, Mr. Mr. Smith. It is wonderful to have you with us. That is a piece of invisible magic.

Roslyn Ranse: That's not just you were you I've actually thought then that you were gonna scare me by jumping out of the bushes.

Peter Merrett: No, no, no, And these are all things that we can, any of us can do. Any of us can do and it's just daring to be different with everything. And we just haven't got to do what everybody else does because everybody does it that way.

Roslyn Ranse: I absolutely love that.

Roslyn Ranse: What do you say to people then that, you know, say that I don't have the time for that?

Peter Merrett: I'd be very straight in saying that's our mind playing tricks on us. And it's something that I learned at the beginning of my career training as a chef. Probably the first class that we had is in my mind so clearly where our head chef said, pressure is a privilege. And he said, never at any point when I ask you how you are,

Roslyn Ranse: Challenge it.

Peter Merrett: Can you ever say that you're busy? He said, second that we say that we're busy, it puts our mind in an entirely different place. Pressure is a privilege.

Roslyn Ranse: My gosh.

Peter Merrett: And how we are creative in those moments is what will always stand out more than anything. The more we tell ourselves that we're too busy or we've got a lot on, it will interfere for the wrong reasons. So it was probably the five magic words in the kitchen from that was, when we're in service, the pressure is intense like nothing else. The intensity is just unbelievable but it's slowing down to speed up. So all of the things we do with our preparation before we stepped into service, is a privilege. But how we put it to good use is where the magic will come from.

Roslyn Ranse: I love that. Pressure is a privilege. Yeah.

Roslyn Ranse: Absolutely. And I I'm I'm thinking of conversations that I have with people when I ask how are you or what's been happening and they're like, I'm so busy. I'm so busy. But hearing you flip that and and say, you know, that pressure is a privilege. Absolutely. I l I love that. I'm gonna take that with me. Thank you, Peter. So

Peter Merrett: Pleasure.

Roslyn Ranse: Peter, would you mind just sharing? We will have links to where to find more about you on you know where this podcast episode will be shared on our website as well. And also your fabulous book, Where is the best place? If you can just tell everybody where is the best place that people can find you, if they get the opportunity to come and listen to you speak, make sure you grab a book or grab it online.

Peter Merrett: Yeah, no, thank you. The easiest place is petermerick.com. And my book and everything is all featured there.

Roslyn Ranse: Do you spend much time on social media?

Peter Merrett: As little as possible.

Roslyn Ranse: I love that. Why is that?

Peter Merrett: I just find it very distracting. So it's just I'm in control of social media rather than social media being in control of me. So I have to keep the momentum and share things. But it's all on my terms. So I've got very specific do not disturb things on my phone. So very little happens apart from my phone ringing when someone's calling me. So apart from that.

Roslyn Ranse: Mm-hmm. Fabulous.

Protecting yourself and protecting your time. I love that. I'm gonna take so much away from this. Well, thank you so much, Peter, for sharing your insights today with the Travel Agent Achievers community. As I've said to you, I really appreciate you, your knowledge, your wisdom, your expertise. I have learned so much from you over the years and I am so grateful that you've joined me today on the Travel Agent Achievers podcast. And I look forward to catching up with you even more.

Peter Merrett:  Apart from that, it's all switched off largely.

Yeah. Thank you.

You're very welcome. A delight as always. Thanks a million.

Roslyn Ranse:  Well, everybody, that for me, I've certainly taken a number of things away from the the podcast episode with Peter. He is incredibly generous with the information that he shares. very important personalization. I hope each and every one of you take something away from this because it's not just the VIP person, it's that personalization. Pressure is a privilege and

Make sure that your clients feel seen, they feel heard and also appreciated. We are not order takers, we are building these incredible experiences for our clients. So they continue to come back and work with us. But thank you for listening today and I look forward to catching up with you all very, very soon.