The document outlines 10 ethical principles for hospitality managers to adhere to in order to ensure the best outcomes for all parties involved and build trust. The principles are honesty, integrity, trustworthiness, loyalty, fairness, concern and respect for others, commitment to excellence, leadership, reputation and morale, and accountability. Adhering to these principles is important as the hospitality industry has become competitive and customers and employees will go elsewhere if dissatisfied. Upholding ethics is also difficult today but following these guidelines can help managers make ethical decisions.