In advertising you have to be authentic and "say who you are". If you get it wrong you risk losing credibility and the public can use social media to instantly bite back.
Probably the best example of a travel related business using extreme honesty in their advertising is the iconic Hans Brinker Budget Hotel. It takes a special accommodation provider to advertise its point of difference as being; "The worst hotel in the world".
Instead of raising consumers' hopes, Ryanair have also become known for telling-it-like-it-is by often using humour to communicate that they are cheap, offer spartan service and receive regular complaints.
Ryanair's latest advertising campaign appears to poke fun at their customers that have the cheek to whinge about a cattle-class travel experience.
"Well with prices this cheap, people need to shut the f*ck up and deal with it, because beggars can’t be choosers"