The True Price of Flying

Daisy reveals what flying really costs. Air travel is too cheap, because the environmental and social damage remains unpaid, while those costs are real and borne by society and future generations. With true pricing, we can make these hidden impacts visible and calculate a fairer ticket price. Together with experts in sustainable marketing and true pricing research, she unpacks how the method works, what travellers are willing to pay and how true pricing is already used in other sectors to drive change. She also explores why major investments in cleaner aviation technologies and new ways of flying are essential, and how making air travel more sustainable can ultimately bring those hidden costs down. Expect clear insights, grounded examples and a practical look at how true pricing can reshape the future of travel.