"No Fare!"

I have been in the travel industry longer than I care to admit.

One of the things that bothers me a lot as a consumer and as a businessman is that we as intermediaries are at the mercy of the suppliers when it comes to supply control. When there are great fares out there you basically never know when and if they are available.

Naturally the pace is quicker nowadays when people can be their own travel agents, that when great fares are released they are gone before you know it.

Another thing that really bothers me is all the advertising with fares that don’t include service fees and taxes. In most of the world this is illegal nowadays, but it looks as if some agents in ZA still need to catch up on this one.

Trying to decide on strategy for our marketing, we wanted to address these two issues, ‘fares vs availability’ and total price.

So we came up with an idea adressing this: FARE-FAIR. We dont advertise fares because teasing you with something that might be gone when you make an enquiry truly belongs in the industrial age when the manufacturers where in command.

This is a new information age. You as a consumer are always right in the truest sense, because you have the information… right here, right now at Travelstart.

Let’s see if it works, or if we have underestimated the power of the pull in false advertising.

This is one of the ads running now on the first pages of the Travel section of the Cape Argus and The Star.

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