We really see the U.S. market as three distinct markets. There's a drive market that's within driving distance of the border; there's a mid-haul market that will fly or drive, but mostly fly; and there's a long-haul market that will fly to Canada. The fly market coming out of the south of the U.S. is in very good shape; in fact, it experienced some growth last year. The mid-haul market was a bit flat, and the drive market, closest to the border, is where we're experiencing the greatest decline—especially the same day. The same-day numbers are quite bad, as you would know.
We've tried a number of different strategies to address the drive market from a pure marketing point of view, and we have found that even working with a broad number of partners we have not been able to penetrate that market. We compete with different competitors in that market. In the drive market for the U.S., we're competing against domestic U.S. destinations. As we get further away, we're competing with other international destinations.
Competing with domestic U.S. has become fiercer for us. There's been a lot of investment in the U.S. in improvement to cities. They're finding alternatives within the U.S. that they used to come to Canada for. They were very aware of the difference in exchange. Besides that, there's the fact that they don't hold passports at the same rate as people further away and are confused about what's happening at the border.