Our image has been seen as old and fuddy-duddy. And while we have always appealed to some groups - in particular families with young children - it is true that we did stop appealing to the individual 16- to 24-year-olds. In the old days they would hop on a bicycle to get away from it all, now they hop on a plane.

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The expectations of young people today are very different from 30 years ago. People don't like big dormitories and communal washrooms. They want more privacy and that is what we are trying to offer them.

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