The answer is definitely yes. That's self-evident.
Transportation is a product like any other product, so price matters. Is there some price elasticity? Absolutely.
At Mont-Tremblant, we tested that price sensitivity with Ontario-based carrier Porter Airlines. A return trip between Toronto and Mont-Tremblant costs $350—which is unheard of in Quebec, by the way. No other region can offer a return trip for $350. We are filling airplanes with 78 seats. There's a market for flights under $400. At that price, people will fly regionally. We tested the market, and we saw it for ourselves. When the ticket price costs $400 or $500, people opt to drive instead. When a destination is too far away by car—Gaspé is an eight-hour drive—people just don't go, or they opt to fly to Cancún with our friends at Air Transat or Air Canada because it's cheaper than flying to Gaspé.