Spencer Bailey

Would you agree?

Yeah, sort of.

I mean, what I'll say is that from the get-go, I have framed them as culture books, not brand books.

There's definitely a distinction there.

Like,

While that might sound like a way of spinning it or remarketing it, I actually genuinely feel passionate that we're creating culture through these books.

For me, they're more idea-driven than they are place-specific.

Yeah, exactly.

And they're organized geographically.

And for those that don't know, the Leading Hotels of the World is a nearly century-old place

sort of, I guess I'd call it umbrella for all these independent hotels around the world that become members and their upper echelon.

I mean, these are, I don't use five star cause they don't use five star cause five star doesn't really mean anything, but let's just say highly crafted, very often family run, independent, really, really just exquisite and exquisite hospitality experiences.

So,

There's 400 and – almost 400 or around 450 of them around the world now.

And what's interesting is like in a world of Hiltons and Marriotts and –

on and on, they exist in this other space that's rooted in tradition.

It's rooted in family.

It's rooted in local culture.

And these hotels are really tapping into that slow idea I was talking about earlier.

They're really tapping into that friction that can happen.