Christopher J. Nassetta
President
Yeah. I am happy to do it. And I--you know, we put it in the script for a reason. We are spending and have been spending a lot of time on this. I mean, if you think about it, not to go too far back in time, but if you think about, you know, the lead-up to COVID, and I hate going back this far, but, you know, if you look at 2017, 2018, 2019, you had conditions in the industry that were not great most of those years in the sense of you had very low top-line growth, and, you know, higher growth in expenses. It was not as high as it got post-COVID, but nonetheless, margins were sort of going backwards And I think it made it, you know, made it very challenging. I am talking, you know, predominantly at this point really in the U.S., which is still 75% of the system and where these issues are more extreme. And so, you know, it was quite a difficult operating environment for owners. Then you get into COVID, and we all know it was difficult for everybody, us, and them, but, I mean, all of the operating costs and all that are you know, those burdens you know, are taken on largely by our ownership community. So really, really difficult time. We did as you know, a ton of different things to provide relief during that time We worked very quickly and I think in a really thoughtful way to try and help every way we could. And also make sure we survive those times which we did as did they. And then we got out of COVID and you got into a super high growth period of time. Obviously, a result of getting past the pandemic, and yet very high top-line growth. While inflation was high, you did see some pretty nice trajectory because you had really strong rate growth and in a higher inflationary environment. But, you know and that felt good, particularly after COVID. But then over the last couple of years, what you have been really suffering from is a bit like, you know, the pre-COVID times you know, with a little, you know, even a little bit more extreme. Meaning, in the U.S., you have had, you know, very low or last year negative top-line growth. And expenses growing higher than that and stubbornly sort of high inflation and particularly in areas that matter, in insurance in energy, and in labor costs. And so margins have been going backwards. And so here's the reality, we listen to these things. I come out of the owner community, and it is been a long time now, almost I guess, 19 years, going on 20 years, but sort of cut my teeth in the industry on that side of the business. Have a lot of relationships and friendships in that in the ownership community, and we are listening to them. And so what we have been trying to do over the last year or two is think about on a broad basis, how can we be smarter in that environment to help out. Now I do think things and we will get to it, you see it in the results year to date and what we are guiding to into next year. We will leave that for another question. I think things are going in a really good direction where my belief is owners are going to get margin growth. And that we are going to get into a different cycle. The reality is they have had more challenging time. And so we have been at the same time growing scale and utilizing AI and lots of process change to get more efficient in every way, not just that affects our P&L, but that affects the broader P&L and the entire system that we manage for the owner community. And so last year, we launched and it started life in January officially, but we launched last year. Reductions in loyalty fees because we can, because we have been continuing to garner scale and efficiencies in that business. And then we put Project RISE, and I talked about in the script, in place which is basically a reduction in program costs, again, around efficiencies that we are able to find. We think we still run the system, but do it more efficiently. Utilizing better process, AI, and a lot of other innovative thinking. And the combination of those things is, you know, somewhere between 75 and 100 basis points in margin for owners. Now in RISE, we did create a gating system, which we think is good for everybody. Which means, you know, we know during COVID, you know, that there was in the whole industry a lack of investment, And so we are trying to and we obviously are going through a big investment cycle. Our owners are investing a lot of money, but we basically want, you know, set it up so that if you get if it is a good experience for the customers, you get through the gate. And if it is not, then you have to work on that. And if you do, you will get through the gate. And right now, a little--and those standards move up every year, but roughly half the system right now in the United States is getting the full benefit of both of those things, and I believe that will continue to grow. So I think it is good for the ownership community. it is incenting the right behaviors vis a vis delivering the right outcomes for customers, which ultimately is what helps us continue to drive share growth, which is good not just for us, it is good for the system and good for us. The last thing is we are doing another body of work, which I would describe as RISE 2 internally, which is trying to figure out in a very granular way across the entire P&L, as I mentioned in my comments across our entire cost structure across all brand standards, both operating and physical property level standards? Are there things that we can do to push the envelope and that is utilizing sometimes old fashioned elbow grease and sometimes utilizing benefits of our technology and AI where we are making really good progress. And we do think there is more opportunity to come. So that is why I put it in. I mean, I put it in because I said Charlie and Sofia, we are spending a huge amount of time on this for all the right reasons. Spending a lot of time as we always do with our ownership community And we want you and they to know that we recognize that they are extraordinarily important partner and customer of ours, and it needs to work for the customers in the hotels and it needs to work for them for our flywheel to keep flying. Thank you.