Why many don't trust government info about health scares, and why most people distrust marketing messages

Travel industry crisis of trust - when most customers don't believe marketing hype and spin. How to win trust in an age dominated by social media. How to handle adverse feedback / poor ratings on social media. Lessons for retail sector. Lessons for advertising and marketing campaigns. How to win new clients, improve customer engagement. Information and revelation rather than marketing statistics and brochures. Hospitality, hotels, leisure travel, business travel, aviation and airline trends. Patrick Dixon is a Futurist conference speaker - extract from keynote for Boehringer Ingleheim.