The airline says it scaled back its marketing and distribution budget by 5% during the reporting period to Euro 144.8 million, primarily as a result of focusing on "internet-based promotions".

For example, you can't easily refresh content changes once you've bundled up a distribution, so remember to budget in the time it will take to create a package, and then download it.

When I started in 1985, the distribution to the operating budget was $45 million.