Meeting Hotels: 11 Brutal Truths and Hidden Wins for 2025

What do meeting hotels and poker tables have in common? Most of the action happens out of sight—and if you play naïve, you’ll lose big. The promise: smooth business, seamless tech, happy delegates. The reality: Wi-Fi that gives up mid-keynote, “complimentary” coffee with a five-figure price tag, and reviews that read like PR poetry. Welcome to the cutthroat world of meeting hotels in 2025, where reputation isn’t built on star ratings but on the brutal, often unspoken, truths experienced by those who dare to organize. This is the definitive, research-driven guide to what actually happens behind the polished lobbies and Instagram-ready ballrooms. If you think you know the game, think again—because the stakes are higher, the wins more subtle, and the pitfalls less forgiving than ever. Whether you’re a corporate event veteran, a startup wrangler, or the unlucky soul tasked with booking your next company confab, here’s what you must know to avoid disaster, uncover hidden value, and leverage insider hacks the pros won’t share. Let’s rip away the velvet curtain.

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The myth of the perfect meeting hotel

Why most reviews don't tell the whole story

If you’re trawling TripAdvisor for the perfect meeting hotel, you’re already at a disadvantage. Most reviews cover casual stays: breakfast buffets, pool hours, room comfort. What they don’t reveal is the chaos that erupts when 100 people need flawless Wi-Fi, functional A/V, and lunch on a 10-minute turnaround. According to a 2024 analysis by HospitalityNet, corporate meetings now comprise roughly 70% of the meetings market, but online reviews rarely mention the logistical realities of group events. Feedback is often diluted by leisure travelers, and even business reviews are post-event, shaped by hindsight bias or unreported crises.

"You can't trust a five-star rating when the Wi-Fi crashes mid-presentation." — Linda, experienced event coordinator

Hotels curate their online reputations meticulously, encouraging happy guests to leave glowing reviews while quietly smoothing over negative ones. In reality, what you see online is the sanitized tip of a much more complex iceberg. The operational grit—last-minute staff swaps, A/V meltdowns, catering hiccups—rarely makes it onto review platforms. For real insights, event planners swap horror stories in closed forums and through word-of-mouth, not in the public eye. This disconnect leaves first-timers especially vulnerable to marketing spin and misaligned expectations.

Hidden costs nobody warns you about

Sticker shock isn’t just for hotel minibars. If you think “all-inclusive” means what it says, think again. Meeting hotels are notorious for upcharges that don’t appear on glossy brochures: A/V equipment, dedicated tech support, power strips, fast Wi-Fi, even basic water service during meetings. A 2024 study by Smart Meetings found that the average daily rate (ADR) for group bookings has risen from $297 in 2022 to $321 in 2024, but hidden fees can inflate the final bill by 20-40%.

Table 1: Comparative breakdown of hidden costs at top meeting hotels by city.
Source: Original analysis based on Smart Meetings, 2024, HospitalityNet, 2024.

To protect your budget, demand a full breakdown of “additional charges.” Ask pointed questions: Is Wi-Fi per device or per room? Are coffee breaks charged per head? Will there be overtime fees for setup slippage? The most effective negotiators get every cost in writing before signing. According to industry experts, bundling several services (A/V, catering, room nights) can open the door to discounts that aren’t advertised. Always negotiate line by line—assume nothing is included until you see it, and don’t be afraid to walk away if the numbers don’t add up.

Are star ratings meaningless for meetings?

Star ratings are a relic of leisure travel, not a barometer for meeting success. A five-star property might excel at spa treatments but offer abysmal conference tech. The focus on physical luxury—thread count, marble bathrooms, rooftop pools—has little bearing on event execution.

7 reasons why star ratings mislead business event planners:

• Prioritize leisure amenities over meeting-specific needs (think room service, not fiber-optic bandwidth).
• Emphasize room size, not reconfigurable event spaces.
• Ignore the quality and reliability of on-site tech support.
• Neglect soundproofing and acoustic adaptability.
• Focus on spa and dining reviews, not catering for large groups.
• Merge traveler types, diluting business-specific feedback.
• Overlook flexibility in event scheduling and space customization.

The smarter approach? Drill down into metrics that actually matter: verified internet speed, acoustic controls, modular room designs, and on-demand technical support. These are rarely listed in star-rating systems but will make or break your meeting. Use prep time to conduct in-person site visits, request tech specifications, and grill the team on response protocols for emergencies.

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Inside the business of meeting hotels: what you're not supposed to see

How hotels really price their meeting spaces

Hotel pricing for meeting rooms is more art than science—and the odds are stacked against the uninformed. Rates fluctuate wildly depending on season, citywide events, and how desperate (or confident) a property is. Dynamic pricing rules: what costs $500 today could jump to $1,200 when a big convention hits town. According to HFTP, 2024, North American meeting budgets increased 4.2% year over year in 2024, with major upticks around large events.

Table 2: Timeline of price surges for meeting hotels around major events.
Source: Original analysis based on HFTP, 2024.

The best defense? Flex your scheduling muscles. Booking mid-week or off-season can save tens of thousands. Use AI-driven tools like futurestays.ai to scan historical price patterns and lock in favorable terms early. And always check cancellation and rebooking clauses; they can be the difference between a minor setback and a financial nightmare.

The sales pitch vs. the operational reality

If every sales pitch matched reality, no event would ever flop. Brochures promise future-proof tech, gourmet catering, and staff who “anticipate every need.” The event itself? Half the amenities are MIA, support staff are clueless, and technical issues go unresolved until your keynote is DOA. According to a HospitalityNet, 2024 breakdown, experiential meetings are highly valued, but operational consistency is almost never guaranteed—even at top venues.

To cut through the spin, demand site visits and surprise walkthroughs. If you can’t attend in person, use trusted third-party services or video tours. Look behind the curtain: check the storage rooms, test every mic, and don’t accept vague assurances (“We always have support on call”) as gospel. Request references from previous corporate clients—ideally in your industry and of similar scale.

Who really runs your meeting?

The org chart on paper rarely matches event reality. While you may be introduced to a polished sales manager, the actual hands-on work is often done by a patchwork of freelance AV techs, banquet captains, and hotel coordinators juggling multiple events at once.

"Half the time, it's a freelancer on her second shift, not the hotel manager, calling the shots." — Marcus, independent event consultant

Accountability blurs fast, especially when things go wrong. To maintain control, establish a single point of contact—someone you can reach at any hour, empowered to make real decisions. Clarify roles and backup contacts before the event kicks off, and get escalation procedures in writing. The more complex your meeting (hybrid tech, strict catering needs), the more crucial crystal-clear communication lines become.

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Hybrid meetings and tech: the new battlefield

Can your meeting hotel handle the hybrid revolution?

Hybrid meetings aren’t a trend—they’re the new normal. In 2024, research from Smart Meetings shows that tech-enabled, hybrid-ready venues are now the baseline expectation for planners juggling in-person and remote participants. But not all hotels are created equal. The must-haves: robust bandwidth, seamless streaming, on-site troubleshooting, and adaptable spaces.

Table 3: Feature matrix of hybrid-ready meeting hotels.
Source: Original analysis based on Smart Meetings, 2024, HospitalityNet, 2024.

Before you book, drill down: Ask about upload speeds, the number of simultaneous streams, and who handles platform integration. Insist on a dry run with tech support present. If the answers are vague or the staff seem unprepared, treat it as a red flag.

What actually goes wrong with tech?

If you think a nice projector and a decent Wi-Fi password are all you need, you’re in for a rude awakening. Even top-tier meeting hotels are plagued by tech fails: laggy video calls, dropped connections, outdated HDMI adapters, and “universal” remotes that control nothing.

7-step troubleshooting guide for on-the-fly tech fixes in hotel meetings:

1. Check hardware connections—loose cables are the #1 culprit.
2. Confirm Wi-Fi credentials for each room and device.
3. Restart the main router or switch to a wired connection.
4. Test all audio inputs/outputs before sessions begin.
5. Keep a backup laptop and presentation file on a USB stick.
6. Have spare adapters (HDMI, USB-C, VGA) on hand.
7. Establish a direct line to the hotel’s lead AV tech—and know their break schedule.

Preparation is everything. Create a checklist of every device, connection, and software you’ll need. Run a “full dress rehearsal” if possible, including remote participants. Backup plans—like mobile hotspots and extra microphones—are a must for mission-critical meetings.

The rise of the AI-driven venue finder

Platforms like futurestays.ai are flipping the script on how planners find and vet meeting hotels. Instead of relying on guesswork or scattered reviews, AI tools analyze thousands of data points—past event performance, attendee feedback, tech specs, and even real-time pricing shifts. This means you get options tailored to your specific needs, not just the highest-paying advertisers.

The upside: faster, data-backed decisions; transparent comparisons; smarter risk avoidance. The downside? Algorithms are only as good as their data, and you still need to validate the on-the-ground team and services. Use AI as your first filter, but follow up with human checks and direct communication for anything mission-critical.

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Beyond the ballroom: surprising alternatives to meeting hotels

Unconventional spaces shaking up the market

Forget the cookie-cutter hotel ballroom. In 2024, the real action is happening in boutique hotels, coworking spaces, and even pop-up venues. According to HospitalityNet, 2024, “authentic local connections” and experiential meetings are now major selling points—especially for attendees burned out on bland corporate sameness.

8 unconventional spaces for meetings and why they work:

• Art galleries—spark creativity and dialogue in an inspiring setting.
• Rooftop gardens—offer natural light, fresh air, and city views.
• Industrial lofts—flexible layouts with a modern edge.
• Breweries/distilleries—built-in team-building activities and local flavor.
• Historic mansions—blend gravitas and intimacy for high-stakes talks.
• University event centers—often underutilized and tech-savvy.
• Coworking hubs—plug-and-play tech, collaborative vibe.
• Pop-up event spaces—fully customizable for brand or theme.

These venues often provide more flexibility, unique amenities, and a memorable experience that sticks with attendees long after the event.

When a meeting hotel is the wrong choice

Sometimes, going big is the worst move. Meetings for small teams, confidential negotiations, or creative brainstorms often fare better in quiet, informal environments. Booking a sprawling hotel ballroom for a six-person sprint session isn’t just overkill—it’s a recipe for distraction and disengagement.

Apartments, boutique Airbnbs, or private dining rooms can offer the seclusion and comfort needed for sensitive or innovative work. Creative teams thrive in spaces where the environment doesn’t dictate a corporate script but instead sparks out-of-the-box thinking.

"Sometimes, the best meeting is in a rented apartment with a coffee pot and no distractions." — Priya, creative director

For truly high-stakes confidential discussions, privacy trumps prestige. Look for venues with exclusive access, soundproofing, and zero cross-traffic from other groups.

How to blend accommodation and meeting needs for max impact

Smart planners know the power of the “all-in-one” solution—lodging and meeting space seamlessly integrated. But balancing convenience, privacy, and productivity takes legwork. The trick: focus on modular spaces, private floors, and negotiation for bundled deals.

9-step guide to scoring the ideal meeting-accommodation combo:

1. Start with a needs assessment—size, tech, amenities, privacy.
2. Identify venues with dedicated meeting floors or wings.
3. Ask about room block discounts and bundled pricing.
4. Verify access controls for confidential meetings.
5. Tour the event space and sample guest rooms.
6. Negotiate for late check-out or early access.
7. Confirm catering options and dietary flexibility.
8. Check for in-room tech that supports work needs.
9. Read the fine print for cancellation, liability, and service level agreements.

Bundled deals are a double-edged sword: they promise simplicity but can hide inflexible terms or upcharges. Always unbundle costs in your contract review, and insist on itemized billing for transparency.

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The anatomy of a high-impact meeting hotel

Technical must-haves that set winners apart

Not all meeting hotels are equipped for high-stakes events. Core technical requirements separate the winners from the also-rans: fiber-grade bandwidth, professional-grade A/V, comprehensive soundproofing, and flexible room configurations. Neglect one, and your event runs the risk of going off the rails.

7 technical features every meeting hotel should offer:

• 1 Gbps (or higher) dedicated bandwidth for group events.
• Full suite of video conferencing equipment—cameras, mics, control panels.
• On-site, trained A/V techs with backup gear.
• True modularity—rooms that can be subdivided or combined in minutes.
• Advanced soundproofing to prevent “audio bleed.”
• Smart lighting controls for presentations and video recording.
• Secure, private networks for sensitive data.

During site visits, ask to see the tech closet, not just the ballroom. Test the Wi-Fi with multiple devices, play a video call, and ask who will be on call for real-time troubleshooting. Red flags include “we usually have someone available” and generic equipment lists without model numbers.

People and service: the real X-factor

Glamorous chandeliers don’t run meetings—people do. The expertise and responsiveness of the staff can salvage a disaster or sink a seamless plan. According to industry insiders, the best properties invest in cross-trained teams who can troubleshoot, adapt, and anticipate.

Training practices that set top hotels apart include shadowing experienced coordinators, crisis simulation exercises, and ongoing education in tech and hospitality trends. These hotels have leaders empowered to make immediate decisions, rather than waiting for “manager approval” as your schedule collapses.

"It's the event coordinator who makes or breaks your day—not the chandelier." — Jason, corporate meeting planner

A quick test: Ask a simple but non-standard question during your site visit (“What’s your backup if the main projector fails?”). The depth and confidence of the answer will tell you more than any glossy brochure.

What does a 'future-proof' meeting hotel look like?

Emerging trends aren’t just about looking cool—they’re about resilience and flexibility. Leading venues feature modular spaces that morph from boardroom to breakout in minutes, integrated eco-friendly designs with living walls and daylight harvesting, and seamless digital displays for hybrid engagement.

Key terms for the next-gen meeting hotel:

modular conference space : Spaces with movable walls and flexible layouts for instant reconfiguration. Enables fast pivots for changing group dynamics or last-minute schedule shifts.

carbon-neutral event : An event where all emissions (power, travel, materials) are offset or minimized—critical for companies with ESG mandates.

hybrid-ready suite : A meeting space fully equipped with high-end streaming, sound, and lighting for both in-person and remote participation.

wellness integration : Features like filtered air, daylight, ergonomic furniture, and healthy catering designed to boost focus and attendee comfort.

private hotel privatization : Full buyouts or exclusive-use deals, guaranteeing privacy and eliminating cross-event interference.

Experience-driven design : Spaces curated for social connection, creativity, and memorable attendee journeys, not just logistics.

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The dark side: meeting hotel disasters and how to avoid them

Case studies: when things go wrong

Events unravel fast, and when they do, the fallout can be severe. Consider three real-world disasters: a global sales summit derailed by a total Wi-Fi blackout, a food-poisoning outbreak at a major product launch, and a double-booked ballroom that forced a corporate retreat into the lobby.

Table 4: Breakdown of failures, causes, and lessons learned in meeting hotels.
Source: Original analysis based on HospitalityNet, 2024, Smart Meetings, 2024.

In each case, the disasters were preventable: thorough technical checks, food safety auditing, and digital scheduling systems would have averted calamity. The lesson? Assume nothing, double-check everything, and demand transparency at every stage.

Red flags: spot the trouble before you book

Some warning signs scream trouble—others whisper. Here’s what to watch for:

9 red flags that signal a risky meeting hotel:

• Vague or incomplete contracts.
• Frequent last-minute staff changes.
• Outdated or generic AV equipment lists.
• Inconsistent or slow email responses.
• “We’ll confirm that later” when asked about specifics.
• No references from recent corporate clients.
• Hidden fees for basic amenities (water, Wi-Fi).
• Inflexible cancellation or change terms.
• Overbooked parking or confusing logistics.

Protection comes through rigorous contracts, comprehensive checklists, and escalation plans for every scenario. Don’t be afraid to walk away—no discount is worth a failed event.

What to do when disaster strikes anyway

Even bulletproof plans can implode; what matters is your response. Start with immediate triage—move people, communicate, and stabilize logistics.

8-step emergency response guide for meeting coordinators:

1. Establish a real-time communication channel (WhatsApp, Slack).
2. Identify the problem and assess immediate risks.
3. Contact your single point of contact at the venue.
4. Deploy backup solutions (e.g., alternate Wi-Fi, catering).
5. Communicate transparently with attendees.
6. Document every incident as it unfolds.
7. Escalate to senior venue management as needed.
8. Conduct a thorough debrief post-event.

Post-crisis, push hard for compensation, formal apologies, and, where appropriate, public statements. Debrief with your team, capture every lesson, and adjust your checklists for the next round.

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How to choose a meeting hotel: the ultimate 2025 checklist

Step-by-step: from research to booking

Don’t leave meeting hotel selection to chance or habit. Start with a methodical, research-driven process—balancing manual investigation with the strengths of AI-powered platforms like futurestays.ai.

12-point checklist for evaluating and securing a meeting hotel:

1. Define objectives and attendee profile.
2. Set a realistic budget—include contingencies.
3. Shortlist venues based on location, capacity, and flexibility.
4. Request detailed tech specs and test on-site if possible.
5. Assess accessibility and inclusivity standards.
6. Review catering options, including dietary needs.
7. Check for robust privacy policies and security measures.
8. Scrutinize contracts for hidden fees and cancellation terms.
9. Negotiate for bundled services and added perks.
10. Gather references from recent, similar events.
11. Involve stakeholders early for buy-in and feedback.
12. Lock in with clear, signed agreements and escalation contacts.

Bring in stakeholders—senior execs, IT, accessibility advocates—early. Their perspectives can surface deal-breakers before it’s too late.

Comparing apples to oranges: making sense of amenities

One venue’s “executive boardroom” is another’s glorified storage closet. Comparing amenities is often like matching apples to oranges—unless you break them down into core components.

Table 5: Feature comparison matrix for top meeting hotels.
Source: Original analysis based on Smart Meetings, 2024, HospitalityNet, 2024.

Prioritize must-haves—secure Wi-Fi, real accessibility, flexible room setups—over nice-to-haves like fancy decor. Tie your decisions to core event goals: efficient collaboration, privacy, or memorable experience.

Negotiation tips hotel reps hope you miss

Negotiation is a blood sport in the meetings world. Insiders know how to squeeze value and sidestep traps.

7 negotiation moves that get results:

• Ask for line-item breakdowns—don’t accept bundled pricing without details.
• Use competitor quotes to leverage better terms.
• Push for attrition clauses with favorable thresholds.
• Demand upgrades or value-adds for higher room blocks.
• Insist on a “force majeure” clause with broad protection.
• Request complimentary rehearsal time in event spaces.
• Confirm all verbal promises in writing before signing.

Common pitfalls: vague language, “industry standard” excuses, and last-minute upcharges. Scrutinize every clause and leave nothing to ambiguity.

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Sustainability and ethics: the new non-negotiables

Greenwashing vs. genuine sustainability

“Eco-friendly” has become a marketing mantra—and a smokescreen. True sustainability in meeting hotels requires more than skipping plastic straws. According to HospitalityNet, 2024, genuinely green venues invest in renewable energy, food waste reduction, and sustainable materials.

6 signs a meeting hotel walks the walk on sustainability:

• Onsite renewable energy (solar, wind) powers main systems.
• Transparent policies on food sourcing and waste minimization.
• No single-use plastics in catering or guest rooms.
• Third-party certifications (LEED, Green Key).
• Water conservation through low-flow fixtures and recycling.
• Carbon offset programs for group events.

Always ask for proof: documentation, recent audits, and third-party certification. Sustainable choices not only reduce environmental impact but now play a key role in attendee experience and brand reputation.

The ethical dimension: inclusivity and accessibility

Ethics go deeper than sustainability. In 2024, inclusivity and accessibility are deal-breakers for many organizations. A venue that isn’t fully accessible—mobility, hearing, neurodiversity—shouldn’t even be on the list.

Key accessibility and inclusivity terms:

ADA compliance : Meeting all requirements of the Americans with Disabilities Act—ramps, elevators, signage, and accessible restrooms.

sensory-friendly spaces : Environments designed to accommodate individuals with autism or sensory sensitivities, through lighting, sound, and seating options.

all-gender facilities : Restrooms and amenities open and welcoming to all gender identities.

inclusive catering : Menus that respect dietary, cultural, and religious needs without extra hassle.

neurodiverse support : Staff training and space design that accommodate ADHD, autism, and other neurodiverse needs.

Audit every venue for these criteria using checklists and, where possible, first-hand walkthroughs by individuals with relevant lived experience.

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Future trends: where meeting hotels go next

The impact of remote work and digital nomads

The surge of remote-first companies is transforming demand. According to a 2024 HospitalityNet report, “bleisure” (business + leisure) travel is now valued at $595B. Work, travel, and meetings are converging; hotels now double as pop-up offices and creative collaboration hubs.

"The line between office, hotel, and home is getting blurrier by the day." — Alex, remote work advocate

Hybrid formats, cross-industry collaborations, and joint ventures between hotels and coworking brands are now standard. Planners must adapt, looking for venues embracing these new realities—not just those with a few extra power outlets.

AI, personalization, and the next wave of disruption

AI-driven personalization is rewriting the playbook for both booking and experience. Platforms like futurestays.ai analyze user preferences, prior events, and real-time trends to make razor-sharp recommendations. But this data-driven approach raises fresh concerns: data privacy, tech reliability, and the risk of over-reliance on algorithms.

Responsible meeting hotels are responding with transparent data policies, redundant tech systems, and robust fail-safes. For planners, the key is to leverage AI as a tool—not a crutch—while maintaining hands-on oversight.

What you should demand from meeting hotels in 2025 and beyond

The new baseline isn’t optional—it’s non-negotiable. Here’s what savvy planners expect from any meeting hotel today:

8 must-have features every meeting hotel should offer by 2025:

• Reliable, high-speed Wi-Fi and wired connections.
• Hybrid-ready tech with on-site support.
• Transparent, itemized pricing.
• Sustainable operations and full certifications.
• Full accessibility for all abilities and backgrounds.
• Flexible, modular spaces.
• Robust privacy and data security protocols.
• Responsive, empowered staff.

Making these demands—early, loudly, and consistently—pushes the industry forward. Your feedback and choices shape the market more than you realize.

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Bonus: practical tools and resources for smarter meeting hotel decisions

Quick reference: glossary of meeting hotel jargon

Industry jargon is a minefield. Misunderstand a single term, and you could face thousands in unexpected costs. Here are 10 essentials:

attrition clause : Contract provision detailing penalties if booked room blocks aren’t used. Negotiate for generous thresholds.

block booking : Reserving a set number of rooms for your group—often at a discount, but with strict deadlines.

breakout space : Smaller rooms or areas for subgroup discussions outside the main event.

force majeure : Clause covering event cancellation due to unforeseen disasters—crucial in today’s risk landscape.

shoulder nights : Hotel nights immediately before or after your main event dates—often a source of hidden costs.

service charge : Automatic gratuity added to event invoices, sometimes separate from staff tips.

corkage fee : Fee for serving your own alcohol or food—can be a major budget buster.

rider : Detailed list of requirements appended to your contract—tech, food, decor.

plenary session : Meeting where all attendees gather as one group, often kicking off or closing an event.

load-in/load-out : Timeframes for setup and teardown; negotiate for enough buffer to avoid overtime fees.

Master this lexicon, and you’ll negotiate from strength, not confusion.

Self-assessment: are you ready to book?

Before you dive in, take a hard look in the mirror. Are you prepared for the demands of modern meeting hotel sourcing?

8-question self-assessment for meeting planners:

1. Do I have a clear understanding of my event objectives?
2. Have I set an all-inclusive budget with contingency?
3. Am I familiar with all technical requirements?
4. Have I evaluated accessibility and sustainability needs?
5. Do I know how to compare venue contracts?
6. Have I researched both traditional and alternative venues?
7. Am I prepared to negotiate and walk away if needed?
8. Do I have backup plans for tech and logistics failures?

If you answered “no” to more than two, dig deeper—use resources like futurestays.ai for venue discovery, and supplement with industry checklists and peer groups.

Where to find unbiased reviews and real-world case studies

Trustworthy feedback is gold. Here’s how to find it:

5 platforms and strategies for finding real user stories and avoiding fake reviews:

• Professional event planning forums (e.g., Meeting Professionals International).
• Verified LinkedIn group recommendations.
• In-depth case studies from reputable industry publications.
• Direct outreach to recent clients listed as references.
• Long-form reviews on AI-driven platforms like futurestays.ai that vet for authenticity.

When you’ve completed your event, share your own honest review—warts and all. Your insights help the next planner level up and keep the industry honest.

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Conclusion

The world of meeting hotels in 2025 is a high-stakes, fast-shifting battlefield. If you rely on surface-level reviews, star ratings, and old-school practices, you risk budget blowouts and public disasters. But by interrogating every promise, leveraging the latest research, and holding venues to account, you turn brutal truths into hidden wins. The art is in the details—itemized contracts, real-world site visits, and the courage to walk away when something feels off. Armed with the right tools (including AI-driven platforms like futurestays.ai), insider know-how, and a relentless commitment to transparency, you can transform meetings from generic to legendary. The next time you plan a group event, demand more at every turn—and watch the industry rise to meet you.