Our strong foundations, hard-won experience, diversity of cultures and global ethos make the Booking.com story a tale worth telling. And establishing a distinctive and unforgettable Booking.com brand is important to how we tell that story. Our marketing team believes in ROI-driven marketing. We use data to make decisions for identifying, testing, and capturing new sources of demand, in new and existing channels. Whether we market the product online or offline, we want to measure our results as accurately as possible. The "Delight of Right" underlies our brand, and we will continue to build on this to ensure our customers feel this each and every time they book.