Sure, high‐pressure strategies ‐ like creating a false impression of scarcity with misleading claims about numbers of seats/rooms available at an advertised price, or how many other users are looking at the exact same hotel room as you right this very second ‐ generated positive results, but deep down most people realized that a day would come when consumers would catch on and say “no more!”.

That day has come. As marketers in the travel space honed their ability to target negative emotions like fear, doubt, and anxiety in their customers, unexpected side‐effects emerged: people became uncomfortable with the way they were being sold to, and consumer trust in travel brands plummeted.