Six Senses: Storytelling in Luxury Hospitality

[Music] From consumer insights across the world to the latest tactics and trends, you are listening to leap into luxury, the GoTo marketing podcast for luxury brands. I'm Natalie and today we're talking to Jatin Chastry, Director of Marketing and Communications at Six Censors. Jatin's career reflects a significant journey within luxury hospitality. Starting out at the landmark hotel, he progressed through roles at Koma Hotels and Hotel Café Rail before recently joining Six Censors, a brand well recognised for its focus on sustainable luxury and wellness experience in distinctive locations, a personal fan of Ibiza. Today we'll be exploring the topic of authenticity, that ever-illusive goal that's top of mind for every marketer, crafting narratives and creating campaigns, and that's particularly so within the world of luxury. We're going to be drawing on Jatin's unique perspective to understand how he achieves genuine connection in the space. Jatin, thank you so much for joining us. Thank you for having me, it's great to be here. Thanks. So authenticity, I cannot tell you how many times we have uttered the word in this room, so we're very glad to have a whole episode dedicated to it. Authenticity in luxury marketing is so often discussed, like I've said, even we have spoken about it a lot, but it's very rarely defined. So in your view, what are the core pillars of authentic storytelling and how do you see Six Censors embodying those pillars? Well, four six senses, authenticity is not just a buzzword, so it's basically the foundation of everything that we do. For us, it's built on the three core pillars of genuineness, purpose and action, and with everything that we do, it has to be real and never forced, because in order to be authentic, you need to actually be doing the doing rather than-- Yeah, but it's all I threw it right. Exactly, rather than-- and when things come across quite cheesy, it's because you're trying to push something forward that you actually don't really do or believe in or are actively participates. And consumers these days as well. They can tell. They can tell when something's not real or not genuine. Yeah, especially with the rise of social media and especially TikTok, which really points that out for a lot of consumers, organizations and stuff. Those gengies are savvy. Yeah, they definitely are. So for us in terms of authenticity, we need to have a story that has purpose. It needs to have meaning. It's beyond the aesthetics. We want to present ourselves in a way that is as true to us as possible. So if it's sustainable, then we need to really prove that we're sustainable. And if we're not, we won't tell you that we are 100% sustainable. We'll say, we're trying our best. And we know that we have some work to reach that 100% mark, but that's basically how we look at everything. We're not afraid to put our hands and also be like, yeah, it's not perfect, but we're trying our best given how everything is structured. And that is so rare. I think in any brand that is rare, but especially in the luxury space where there's a real kind of reluctance to say, hey, we're not perfect yet. The goal is always to be perfect. It must be so refreshing to everybody seeing that messaging come from you. But you realise that it's not a lie, like it's a brand trying to do their best, just like the rest of us are. And quite refreshing on a personal level for consumers as well, who also aren't, you know, us as individuals as human beings, we're not built to speak that way either. We're not built to forgive ourselves for not being perfect and stuff. It's quite a nice narrative to have or to spread is this kind of, I'm also not perfect. So this is where I connect with this brand. Yeah. The goal point and purpose of the six senses brand is that reconnection. And it's, we're not here to be preachy. We're not here to tell you that this is the best way to do things. And this is the only way to do things. We're very much a brand that is pioneering in many ways. And we take risks as a brand as well. We're bold, we're quirky. That's one of our pillars. I mean, if you look at one of our properties in Oman and Ziggy Bay, you have the option when you arrive. Do you take the car down to the resort or do you paraglide in? Oh my god, that's amazing. So, you know, it's, it's only two options. Those are the only two options. Wait, what's the take of rape for the paraglider? How many people? A lot of people take paragliding from what I'm told. Very cool. But again, it's taking that risk because, you know, most hotel companies in hotel, hotel groups, they won't necessarily even consider that option. Yeah. It's how do we push the boundaries in fun and quirky ways, but also being able to be mindful and not necessarily generate too much negative impact on the environment and the people within that environment. And I think that's something that we do really, really well. I agree. That's amazing. I mean, there's always been debate, and especially even in this room, about how luxury brands can maintain that aspirational quality whilst being down to earth for their consumers or being genuine or authentic, as I say. So when consumers are increasingly seeking those more genuine experiences over that more curated, perfect thing that brands are putting out, how does the hospitality sector and six senses in particular balance the desire for aspirational imagery with the need for authentic connection? I mean, I think with hospitality and with six senses in general, if you look at luxury hospitality over the years, it's very much, you know, if you look at the luxury hotels, they've any even cruise liners, et cetera. It was very much that buttoned up stiff refined service. But as we've been moving through the years and the decades, it's become a lot more relaxed with brands like six senses, even at coma hotels, for example. It's more that relaxed luxury. We're not about gilding the lily, you know, so the guests that we ask for. So we basically target a sort of guest and we call them second summit seekers. The first summit is financial freedom. You know and we know that you have financial freedom, but your second summit is fulfillment. So this goes back to the authenticity. So we know that when you come to stay with us, everything that you're going to interact with is, you know, the highest quality. It's, you know, tried and tested. We have the data if it's a treatment in one of the beautiful spas with an expert. We know this expert's been certified and has proven and has been tested and or this treatment whether it's an ancient therapy or super pioneering modern technology that we haven't seen in any other hotel spa or spa in general. And it's really finding that balance in terms of how we curate the picture perfect postcard versus, you know, the authentic storytelling. I think we balance that really well. I think with, with six senses, we naturally have stunning locations and we really, you know, immerse the properties and the brand within the local culture, that local area. Ibiza, for example, has been designed so that it's, you know, with one with the mountains. Yeah, it integrates very well. It's beautiful with the cliff. And it's the same with London. So with six senses London, we've taken an iconic building, the White Lee, which has been there since 1800s and an iconic feature of that side of London and really given it a complete makeover. And within that building will be really bringing out something quite special and honoring that beautiful facade, but also giving back to that community. So it's going back to kind of my first point where whatever we're doing is quite authentic because we are actually doing what we're saying. And six senses always takes the mantra that we're going to actually do what we need to do and then we're going to talk about it. Yeah. Rather than the other way around, which a lot of brands tend to do. And I feel like the relationship you're describing there with each property is you're really, it's a symbiotic relationship almost, you know, you're honoring the space you're in. You're not trying to imprint the six senses branding on a space. You're kind of going to an area and thinking how do we bring our brand identity, but in a way that honors the local area and culture. Exactly. Which is quite rare. Most places don't do that, I would say. Yeah, and it's ingrained in our brand. We have a pillar called Less is More and we don't like to put our logo everywhere. That's one of the big things. And as a marketer, most brands want to put their logo everywhere, but I completely echo that statement that it isn't luxury. You don't want to wear a logo or see a logo in your room. You know where you're staying. You know it's at a six senses. You're not going to forget. And it's a confidence that you don't need the logo. Your brand identity is so present in the space you've built that you don't need a logo everywhere. Everyone knows what a six senses is because it's an environment. It's a feeling. It's not a logo. Exactly. Yeah. Okay, so you did mention there that you try really hard and succeed in my opinion to integrate with a local culture. How do you approach that? Do you deal with every property? Do you have consultants on the ground? What's the tactics? Well, it really depends. But let's just say, when it comes to choosing locations with six senses, it's very much hand-chosen. We do also work with a shaman that picks out locations based off of the energy as well. That's something that I'm using. That makes so much sense having a senior location. Totally. So, you know, with London, for example, because I primarily look after London, Bayeswater has this unique energy with the river running underneath. And the sacred springs of Hyde Park. There's a lot of energy that runs within that area. So that location was chosen with that in mind. I have no idea about that. I also want that job. Yeah, I want to travel the world and be like, "No, this place gives me the heebies." No. One day, maybe. But we do consult a lot with the local community and we, you know, with its the local teams that are on board with the opening of the hotel. We really want to honor the traditions that come with that. So we also like to design the buildings in such a way that they don't necessarily stand out from the local area, like I mentioned previously. But then we also like to immerse the guests when they're here with those local traditions and working with local artisans. We don't necessarily want to give you an off-the-high-street experience or something that you can buy. We really want to connect you with those people that live and breathe within the community and that's something that, you know, every six senses property does really well with, you know, whether it's in Japan, in Kyoto, where you're learning the art of paper making or agami or, you know, if it's in London, where we're curating some quite special experiences, which I can't yet say. Oh! There is quite a mix. And it even goes further than that with how we also immerse the local culture within the cuisine. I mean, there's one thing that we do at six senses, which is we have a few, what we call, no-nose, in terms of, like, the food. And this is keeping with our ethos. We don't necessarily have, well, we don't stock certain items on our menus. So, for example, we won't have any shark fin, we won't have fowagra, we won't have, well, we won't have avocado and most of our properties unless it's sustainably grown and it can be locally sourced because of its impact. How do the millennials cope? [laughter] The food's too good, so they don't even notice. But also, like, you know, in London, we, you know, we're looking at making our own ketchup and it's something that we do at other properties as well. We don't necessarily give you a store bought and, you know, we won't necessarily have a certain cola that is normally known around the world and bought. It's going to be homemade and house made. Love that. So, it's really bringing back the old ways of eating, we're as part of our ETH with 6 Census Program and and in terms of how we also grow the food. So, in a lot of our properties, we have farmland that our chefs go out to and help grow and harvest vegetables if it's an Ibiza. They've got farmland, I know that they work with, to source vegetables and fruit that grow just for the property. It's the same across many of our other properties as well. I didn't realise that. That's amazing. That farm to table is kind of really close and local. And yeah. I mean, these are all insane kind of USBs that you can put out there in your marketing materials. But on a broader scale, I suppose, thinking globally, how has the digital landscape influenced the way that you cultivate that authenticity? I suppose what kind of strategies are you trialing, what if you found that works, any advice for our listeners? Well, I think for that, in terms of the digital landscape, it's ever changing, right? Great. And it's sometimes hard to keep up for anyone. Yes. I mean, unless you work in tech, I think it's quite a fast-paced industry. So, with the digital landscape, we really focus on storytelling rather than selling. And you'll see that at any 6 Census Digital Media, we really focus more on the story of, if it's the turtle that's laid its eggs, and you can see the hatchlings going into the sea, or if it's of the local superstar in that community that we work with, and what they create in that community and telling their story. If it's the team who we call hosts, what their stories are and how they feel about if it's taking care of a guest or helping the community, it's really how do we tell that story. And then we also prioritize the community engagement. So, it's how we interact with them. We really want to foster meaningful connections not just on the ground and in person, but also on the digital landscape side. And then also, we flip it on its head, right? Everybody's so digitally connected. So, what about the digital detox? And how do you. So, white-loathe to Soviet. Yeah. Very fitting in the current season. But also, how do you take that moment and realize that we're in a ever-stimulating world, and I mean, everybody can basically relate with me when I say, "When you're getting your team's messages and your emails and your WhatsApp's and you don't know which mobile phone to look at." And MJ is having one of those days today. Sure. It's over-stimulating. And it's overwhelming at some point. So, sometimes you do need to take that break, and you need to really. detox from that. But then we also take it to the other extreme where we are very much able to embrace technology in every shape or form if it's improving the guest interactions. If we're looking at new programs to really make that guest journey a lot more smoother and a lot more interactive without impacting them incredibly in a negative way, but also helping our host within to really be able to deliver that excellent service. Or it could be that we're looking at getting an extremely new high-tech wellness kit in the spa. And how do we tell people about it that this new machine can make you look like you're 20 years younger? Or tell me well. Tell me what we're doing. Tell me now. So sorry, because at the very beginning of your answer that you said that you are working to foster communities online. Yeah. How are you approaching that? Just out of interest. Is it through community management? Are you speaking to people that way? Are you forming kind of community platforms, broadcast channels, that kind of thing? How are you interacting with online community? Well, at the moment, I would say that we are really looking at community management at this point. And then with our loyal guests, then it's how we really communicate with them directly. The thing with community management as well, it can be quite unpersonalized as well. It's kind of, we don't want to be the type of brand that just blasts a message. And it's that generic response or that generic message that you get sent across. We still like to personalize things. So if it's community management in certain ways online, we can do that. But we really like to go a bit deeper and have that personal conversation with you. So it's not the most traditional way that brands will do community management. But it tends to work. No, I think that's really good. When brands get a little bit, I suppose I'm not going to say too big. When brands get really big, there's less flexibility that they have to be able to speak directly on an emotional and personal level with their community digitally. And I've seen a lot more lately, kind of responses to comments on Instagram or in TikTok or whatever that I suppose automated feel really automated. Like they haven't even read the comment. And that's been really frustrating me lately, especially because we recently did an episode about kind of micro communities and really fostering those and how beneficial it is for brands. So it's really good to hear that from you. I'm actually going to go and look at how you're doing it lately. I mean, it is definitely something that is quite difficult. I have to admit, because I don't know if you've also noticed with TikTok. It's kind of changed where you see brands are commenting on TikToks and you suddenly see a popular creator post a video and then the brand is like immediately posting this catchy comment to stay at the top of the comment list. I don't know how I feel about those at times because sometimes it feels really forced and then sometimes it's not. Yeah, and sometimes it just does not, that tactic does not suit a brand. And we're seeing more and more certainly in more of an FMCG space rather than an luxury space. This kind of almost aggressive tone of voice coming out of a lot of brands right now. They're all trying to be the innocence movies. They're all trying to be these. And it requires a kind of funny tone of voice and very quick and very reactive. And that doesn't really suit the luxury world I don't feel. So it's quite a tricky thing to navigate. I think also I don't know. I'm always really despite my job. I'm always a bit like when I see a brand acting like that on the one hand I'm like okay good good for you. You know you're trying to get involved in the conversation and drive that community forwards. But in another way it's quite social media can be quite a personal space. So it almost feels disruptive when a brand is top of comments all the time. You know what I hold on. This is for me to like kind of interact with my friends or peers or I don't necessarily need a brand voice here. Yeah. I don't know. It's a tricky balance because you know brands need to be in that space. But not in a kind of thirsty for engagement way which is what I see. And for me it's like I look at comments like that and I'm like how's that going to age in 10 years or 20 years. How's this helping your brand long term other than you know making someone chuckle or seeing you right there and you get in love with it. That's because we've got the benefit of having posted 200 photos on every night out back in the day. On Facebook. On my screen. A lot of what you've kind of talked through there really highlights the importance of that human connection and both in the ethos of each property but also in your marketing. And I guess an element of that human moment, human connection comes from the imperfection and the vulnerability that you referenced right back at the start of the episode. How are you allowing that humanity to shine through in your marketing as well as the kind of spaces you create? Well, you know, like I said, we are not ever going to present ourselves as a brand that is 100% perfect. We're very much happy to say we're trying our best in certain areas when it comes to the vulnerability side, but also, you know, that we're looking and working with whoever to bring us to that as close as we can be perfect if it's in the specific sustainability side or wellness side or, you know, whatever project that we're looking at. In terms of the human element and how we bring that genuine human moment, we really embrace the bold quirkiness that, you know, our host's team. It's host are basically anyone that works and is part of the six senses team. So we call everybody a host. And we have that as part of our brand values. We really embrace everyone's personalities. We like to value this as much as we can and we like to showcase it. We like to showcase different key hosts within the team that are contributing in certain ways, day to day of how they help guests or if they help the environment or just going about their daily tasks and duties. And we like to highlight that in these stories. So if it's world environment day and there's a specific marketing campaign or marketing message that we're putting forward of what they've done, then we love to have that genuine connection and that genuine storytelling coming straight from that host or that team. That's great because I feel like we're seeing at the especially at the moment a real rise in employee generated content. So to weave that into your whole marketing strategy and make it a key focus. So the hosts feel valued and really embedded into the brand and also the people who are staying with you and visiting you get to know the it's such an intimate thing isn't it hospitality to really get to build that relationship between everybody and that's carried through in the marketing as well as the experience on site. Yeah and that's something that we've been discussing quite heavily within the team for London as well and it's you know I really do feel and it's not just success as I said you mentioned I think that a lot of brands and you've seen it with a few hotels now in London as well. They're really pushing employee engagement or employee storytelling within different marketing streams or if it's on different forms of social media. Typically you tend to see it more on LinkedIn I feel which hotels tend to gravitate towards on the recruitment side of things. I think part of it is for London specifically I would say is part of it is because you know with Brexit we've had now it's impacted the hospitality industry quite a bit and we're really working within the industry to bring more interest into working in hospitality because it is quite a dynamic and fun industry to be part of. So for six senses in particular we really do want to shine that light on on the individual and embrace the fun quirky elements that everyone has. Why are we trying to be the same like everyone else? No we want to embrace the differences that we have and you know our executive chef here in London is the most fun character I've worked with him previously at Hotel Café Royal. Chef Eliano is so fun he will sing sometimes in the office or in the kitchen and well you haven't got to the kitchen stage just yet but you know it's embracing all of that and having those fun and quirky elements which we want to bring through throughout marketing and all shapes and forms really. What kind of channels are you using right now to tell those stories? I mean what's working for you? What kind of because obviously these are really strong stories to tell it's quite hard to tell in a static on Instagram versus a real on TikTok. I mean what kind of platforms are you exploring? So I think for six senses in general what they've been doing is you know the brand has used Instagram quite heavily and they were I think one of the first if not biggest ultra luxury hotel brands to really embrace TikTok quite early on. It's how I found the brand actually. And they've been using TikTok quite a lot for the the more raw human connection sort of content which TikTok is pretty much designed for. Oh does the luxury brand know to navigate that balance? It's tricky some tone. You know who does it really well is Leweve? I mean they do any wrong. I mean it's a bit out there I think it's fashion right? Yeah and that's part of their brand identity is that quirkiness and it's so much harder for brands who are heritage brands who've been around for decades or you know even a hundred years to incorporate that quirkiness now just because it suits that platform. So it's quite a fine thread to tread. They're pretty do it quite well I think. Yeah they had barely do and I think as a mulberry they tried a few things recently which I saw which was quite interesting but yeah they have one of the bags and they had one of those filters faces on one of the bags. It's quite interesting I remember that off the top of my head but no in terms of being quirkied which is why I think we do really well with that is because quirkiness is built within the brand DNA when you come from a brand like and you see and you know the Ritz does this really well is that they really showcase the old school luxury where they teach you how to flambé and they've do that really well and you don't necessarily need to be pushing boundaries which is not really comfortable with the brand and I think then it becomes forced right it goes back to what we were saying earlier we need to be as authentic as you can be in regards to that brand so for six senses yeah typically it would be TikTok, Instagram and then we have a lot of publications whether the journals on individual hotel pages where we really if you have more editorial content or any you know publications I know Ibiza they have a magazine that really also highlights team members but also the local area and people within local community so there's multiple mediums that we do that and then obviously digital marketing when terms of email marketing as well so yeah that's so important hospitality as well isn't it that email side of things that personal and so there's a lot of different mechanisms you use obviously but how are you measuring that you know it's really hard to measure authenticity it's very easy to go back to your FD and proof row as but how do you measure the longer term impact of that authentic storytelling well in terms of the measurement so in terms of how we measure I think the big thing for us is always the guest feedback is 100% how we measure whatever that we do what how it lands right that's the biggest guest feedback guest sentiment I know at iHG we also look at the sentiment tracking that's something that we do at quite a top line level I'm glad you're the first person in this room to have said that because I most are most full episodes have said how are you tracking that sentiment do you have it do you have say this is a regret I love this okay it's very important it is because you have to see what the general feedback is of your brand and since we were acquired by iHG in 2019 we obviously taken on board a lot of the good practices that the group has been using and I think that's it's been it's been a great kind of coming together two powerful brands but then we also look at the organic engagement again word of mouth as well so for six senses place it's our first ever members club but we have so much interest in this members club in London that you know and it's all word of mouth really is there's not much been published about the club nobody really knows what's what it's going to be about because we haven't said much other than the facilities but the level of interest is through the roof so again that's also where we see how we track the sort of authentic marketing as you wish and then also loyalty in return visits we have quite a number of guests which are loyal customers we had the team from six senses vana here a few weeks ago and he mentioned that one of the guests actually lives quite locally to six senses London and returns I think she said he said like she returns three or four times a year to six senses vana spends at least time for like the last five or ten years and spends five to ten days in vana and india and you know that's one of our more well-being retreats but you know I think with certain cultures as well it's like it's whether you return I think Japanese culture from my experience if you do really well and they return that's the highest form of appreciation that you can get from from a from a guest that is native to japan I mean I think word of mouth and itself is one of the hardest kind of metrics to achieve I suppose all without you know not exactly a metric but it's one of those things that marketers would love to be able to say is working for the hardest thing to do, I think, in this modern age. But flipping that or contrastingly, when it comes to new technologies, obviously we're living in a very automated AI world now. I hate to say the buzzword, but how do you think that those kind of advanced technologies, especially in the marketing space, might have an impact? And not just on, on you guys, but hospitality marketing in general in the future? I think it's, well, it depends on how you use it, right? I, me personally and, and for my team, I, I embrace as much technology as possible. I think, but I always look at it as a tool, right? So I use AI, as sure as everybody does at this day and age in terms of chat, GPT, which would be the most accessible version. But it's also what you do with it and how, how you use it, I think is quite important. If you just put a regular prompt into chat, GPT, it's not going to necessarily give you anything that's usable from market to year. I think if you take the moment and, and learn and understand that it can be trained and it can be utilized in a specific way, it's the biggest time saver. And I almost, I almost feel like as well in this age where authentic and genuine communications coming from luxury brands are so, so valuable for the modern consumer. We still set, we're seeing these kind of bigger brands, bigger companies, exploring with AI, exploring with this kind of tech, almost potentially conflicting with the whole genuine and authentic approach. I don't know how you think that that might affect hospitality in the future. And I don't know what I'm saying. So I do, I do, I see your point, but I think for me, like, I think if you use it, as you've mentioned in the right way, it can actually enhance that personalisation. I don't know, it depends on the guest's personal opinion. And we were at a trend talk, actually, not that long ago, where they were talking about the divergence of people who are very pro technology and those who are completely anti it. So I think it's becoming trickier and trickier because you've got to navigate those two different consumer groups. But I think, yeah, you can, it can be implemented in a way that doesn't feel like a complete divorce from personalized service. It can enhance that relationship rather than detract from it. Yeah. Yeah. Exactly. And I think again, with when it comes to the communication side of things, if it's with AI and you just get this random, completely off brand message, not to put into, you know, sort of extremes. And then you have a very tailored in tone of voice, brand message. And they're both using AI. I mean, if, if it's creating that customer for the good version, if it's creating that customer connection engagement, that's fine. But then we still heavily, especially at the luxury sector, want our teams and our hosts to connect on the ground. I mean, I don't know about you guys, but for me, when I get a booking confirmation, I don't really read through all of it. I look at the, okay, it's the right date. It's this room. It's this, you know, whatever the confirmation is for. My husband doesn't even check the dates. I can confirm Theresa Triff's. Oh gosh. Yeah. I think there's people. Yeah. That's what you really do. Scania, it doesn't feel like something you invest too much. Yeah. Yeah. But then, you know, for us, in terms of six senses and many luxury hotels, this is not something that's, you know, completely unique to us. But we would still have our host team reach out to you X amount of days personally and ask you about your stay and how we can further personalize it. That makes sense. I will help vastly on the back end of things and that's where I see this going is that it's going to help streamline so many systems and so many things on the back end for us as host teams rather than for the guests. You see that seamless experience. That's all what luxury is. Things just happen and they happen when you don't even realize that you wanted to happen, right? Like, yeah, it's anticipating your needs and having those things ready for you. AI can help with when we know that MJ, you love to have, I don't know, a white chocolate placed on your pillow every night. And do you know on turn down and you know, we will get you that sustainably sour as the white chocolate. Just actually white wine. Oh, there was an error in the chat. But yeah, that's how I see it. It really working. Of course, it needs to be done really well and there needs to be a level of training and understanding. I don't think it's as straightforward as putting a marketing coordinator with chat GPT and expecting to get a whole marketing plan. You know, you're going to get nothing useful from that. Yeah. It seems like you as a marketer and the brand have a really innate sense of how to cultivate authenticity and how to implement that. And it's not just a buzzword, like you said, right at the start, it's really a building block and a foundation of everything you do. So I'd love to know what your advice would be for other marketers about cultivating that authenticity. You know, when it is top of mind for so many people, what's your one key piece of advice about how to do that? I would say is to do it. I'm to be very honest. I know it sounds very simple. I think if you want to be authentic, you need to do to do and walk the walk and talk and rather than talk to talk. It's not something that you can just weave a story about because if it's not true, it's going to come across forest, right? You don't want it to be cheesy. You want it to be quite authentic. And I think it's a lot harder with certain brands. And I know this because it's based off of lots of experience myself working within my career. If you don't have that entire organizational buy-in can be quite challenging, but I think as a marketer or marketer, it's quite important that you at least have that authentic experience that you're trying to create. If it's as small as, let's say we were talking about a panel breakfast or something like that and really trying to get to the root of a specific challenge within the community. I don't know, that's just a topic of the top of my head. It's actually trying to find that solution to that challenge or how you might be able to solve that challenge. And that goes to what we do here at Six Censes is that, and this is something we do very well, and was probably the biggest reason why I joined this organization about three or four months ago was they actually do, to do, or they walk the walk because every Six Censes a percentage of the revenue that we make a gross revenue is taken and put into a special fund, which is called the Sustainability Fund. And this is at every property. So we're at 26, 27 hotels at this point, within the 43 in the pipeline. And to give you an example of what that fund is used for, Indora Valley, which is in Portugal, they actually used that fund to save a specific species of donkey from extinction and went into farming. And now that species is back and better than ever and is no longer facing, I mean, it's probably facing a few challenges, but is on an upward trajectory in terms of numbers. In Khrushival, they're helping the vulnerable children and getting them out of the poverty cycle in Albertville, for example, and helping with projects like that. In Grenada, we are helping, we're partnering with an organization to help with children literacy in India and for Barwara. We are basically also helping build water filtration in schools, helping with women's health, because that's in certain rural communities in India, that tends to be a challenge. So we're definitely doing as much as we can to really make an impact, a positive impact within the community, within culture, within nature. And we're actually doing the good, which is why we can then talk about it. Yeah. And talk about it in a real way, where it's obviously something that you're passionate about, that the company you're passionate about, that's a lot more meatier than a lot of brands who are offsetting their carbon footprint by planting trees. Exactly. Exactly. And just to touch on that point, we released, it's basically a plastic free playbook. We launched that. I love it. Yeah. Last year, we launched that 82 solutions for hotels to be plastic free and how to run their operations plastic free. It's open source. But any hotel today can pick that up, or PDF, I like to use it. And part of the reason why our team, our sustainability team, who are absolutely fantastic, created this is because we want to actually make a difference as to how we contribute to the effects of hospitality on the planet and how we can, in our own way, minimize that and then try to focus more on the positive impact that we can have. That's a big goal. You don't need to keep that information because if everybody does it, everybody benefits from exactly. It also makes your job as a market so much easier. Imagine having all that watchlight talk about today. All this gorgeous wonderful things. Well, thank you so much for joining us today. We won't keep you much longer. It's been a real pleasure. Thank you. Likewise, thank you for having me. This has been fun. I can't wait until you open the. London brand. You need to come to our house. I will be there on day one. Don't worry about that. My white wine on my pillow. Thank you so much, Jasmine. It's been pleasure. Thank you. Thank you. Thanks for tuning in to Leap Interluxury. Don't forget to subscribe for more insights into the world of luxury and for more information about Leap Lux and the work we do, head over to Leap.lux or find us on Instagram at Leap Interluxury podcast. [BLANK_AUDIO]