Adrian$$s Bed & Breakfast $($B&B$)$ has had better occupancy rates than a nearby chain hotel. In fact, Adrian$$s B&B is often fully booked six months in advance, often with repeat customers. One reason travelers prefer to stay at Adrian$$s B&B over the chain hotel is that Adrian takes the time to get to know his customers so that he can customize their experience: he can offer special menus that accommodate their dietary preferences, create itineraries based on their interests, and even stock their favorite brand of toiletries with enough notice. As a small business, what advantage does Adrian have over the larger hotel chain?