The True Price of Flying

A world first is coming to the travel industry. For the first time, travellers will be able to voluntarily pay the true price of a flight ticket. No product with such high hidden costs has ever been true priced before, making this launch a breakthrough moment for the future of air travel.

In this session, Daisy explains what flying really costs and why tickets appear cheap only because environmental, social and health damage is shifted onto society and future generations. She takes the audience along in the journey from carbon offsetting to true pricing, and shows why this shift was necessary to move beyond guilt reduction towards real responsibility.

Together with experts in true pricing research and consumer behaviour, she explains how true pricing works in practice, what travellers are willing to pay, and how this approach is already gaining ground in other sectors, education and public policy. Expect sharp insights, concrete examples and a landmark step towards more transparent and responsible aviation.