From 1997 to 2000, as the 1997 Asian financial crisis darkened the market outlook, Airbus refined its design, targeting a 15–20% reduction in operating costs over the existing Boeing 747-400. The A3XX design converged on a double-decker layout that provided more passenger volume than a traditional single-deck design. Airbus did so in line with traditional hub-and-spoke theory, as opposed to the point-to-point theory with the Boeing 777, after conducting an extensive market analysis with over 200 focus groups. Although early marketing of the huge cross-section touted the possibility of duty-free shops, restaurant-like dining, gyms, casinos and beauty parlours on board, the realities of airline economics have kept such dreams grounded.