Why the travel industry needs greater transparency

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Trust underpins all healthy relationships, whether between partners, parents and children, teachers and pupils, or brand and consumer. Without trust, our interactions are at best superficial and, at worse, ridden with suspicion. With trust, relationships can transcend fundamental interactions to fulfil potential and explore a greater purpose. Rather than a measure of good or bad, success or failure, trust is built on honesty and transparency.

Although most brands and businesses are aware of this, unfortunately, the quick sales gained from a bit of consumer deception are often more appealing than cultivating genuine trust and loyalty. Short-term financial gain wins over a longer-term approach that ultimately leads to financial stability. Honesty is also challenging; laying yourself bare is uncomfortable.

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