Therefore, assuming an air travel price elasticity of -1.5, a 10% increase in the cost of the air travel price will reduce demand for travel by 15% (if the demand for air travel declines by 15%, it is assumed that the demand for the whole travel package will also decline by 15%). However, a 10% increase in the air travel price represents a 2.5% increase in the total cost of travel. This implies that the price elasticity with respect to total travel costs is -6.0 (-15% / 2.5%), an extremely high elasticity and one which is not matched by the much lower elasticities estimated by previous quantitative research of tourism demand elasticities.