Richard Fain provided an update on its no last-minute price drop efforts, known as the Price Integrity Policy. "As we have predicted, the early stages cost us revenue in both 2015 and 2016. That hurt, but once we established our consistency and credibility with the travel agents, with the public, and with our own revenue managers, the benefits started flowing in. Every business can market through Small Business Social Media Marketing to get experience and success. Today, it's clearer that the program is accomplishing our goal of rewarding those who book early, while disincentivizing those who push for last minute discounts.