I'm not naive enough to say that it's not helpful, but it's not as helpful as people think. In fact, the acknowledgement of the difference in the dollar is very low in the U.S. right now. It's actually more impactful in some other countries like Australia, where they're going to make a decision between travelling to Canada or the U.S. based on the dollar issue.
I joke, but the research bears it out. If you live 45 minutes south of the Canadian border, you don't know there is a Canadian dollar.
I think that will gain traction, but I don't want us to ever put Canada on sale. I think there are selective opportunities that we can seize, maybe not as Destination Canada, but our commercial partners may wish to enhance certain opportunities because of the exchange rate. I, and our management team would never advocate, “Canada is on sale now. You should come.”
To your point, that's only a short-term issue until we figure out what happens with the dollar two or three years from now. I think we've got an exceptional product to sell, even at par. You will see that the numbers actually started to come back even before the huge discrepancy in the Canadian dollar. I think there's a value play. It is a much stronger argument for us.