Is global consensus on climate action in travel possible?

Air travel and tourism face huge challenges from pandemic recovery to global conflict - but a far bigger hurdle is sustainability.

Research from McKinsey of more than 5,500 air travelers reveals passengers are placing a heightened focus on the environment and carbon footprint, with respondents in 11 of the 13 countries polled highlighting emissions as their top concern.

This compares with respondents in just four countries in 2019.

The study goes on to say that more than half of respondents are “really worried” about climate change and feel aviation should become carbon neutral.

However, the finding is in stark contrast to action taken, with travelers still prioritizing price and connections over sustainability when booking.

But, according to the McKinsey research, almost 40% of travelers globally are willing to pay at least 2% more for carbon-neutral air travel.

In addition, the share of travelers saying they plan to fly less to reduce their carbon footprint increased from 31% in 2019 to 36% in 2021.

They also want their governments to step in to reduce emissions from flying.

The airline industry sees itself as an easy target when it comes to environmental impact and pressure for carbon reduction but accepts the need for change.

Public perception?

Aviation consultant Andy Knill, director of Extensity Consulting, says the industry can’t just sit back and wait for others to take the lead.

Speaking during the CAPA Airline Leader Summit , he says aviation needs to “grab the initiative.”

“Even if aviation is only a small part of the problem on a global basis, we’re an easy target, a very visible target for others to criticize and so we have to, through our own behaviors and leadership and programs, show that we are unified and can drive forward what we’re trying to achieve.”

Others feel aviation is already losing the war when it comes to public perception.

CNN anchor Richard Quest, also participating in a panel at the CAPA event, says the perception could be “extremely difficult and dangerous in the future.”

“As at the moment there has been no large-scale, coordinated, multi-pronged approach attacking the issue particularly at a national level, then at a regional level, then at an international level.”

Quest is also skeptical about whether the majority of airline CEOs are prepared to challenge governments to change the perception.

And it isn’t just aviation that needs to respond to public sentiment around carbon emissions from travel, perceived or real.

Business travel is in the spotlight , and many large corporations have made public their intentions to significantly reduce their carbon footprint from travel in the next three years.

There also are proposals for the online travel industry to literally put its (marketing) money where its mouth is and move beyond green certificate initiatives.

So far, as highlighted by McKinsey as well as other recent studies, consumers also don’t act with their wallets .

But, says McKinsey, the push from younger generations now making up the largest share of the global population may yet drive more concrete action from the travel industry.

Research from tours and activities insight and events organization Arival reveals that 83% of European and 78% of U.S. travelers will avoid activities that are perceived to have a negative social or environmental impact.

Sharing the findings at a BookingKit virtual event Douglas Quinby, Arival’s co-founder and CEO, adds that it’s particularly Gen Y and Gen Z that hold the sentiment.

At the same time, however, he predicts overtourism is going to come back a lot quicker than the industry is prepared for, which won’t help anyone address the climate crisis.

McKinsey suggests some ways air travel and tourism might address the challenges.

A carrier could, for example, build a “business strategy” and brand promise around sustainability.

It says: “The market is ready for a forward-thinking airline to chart a route to a cleaner future for the industry.”

Forward thinking

While some carriers such as Qantas have devised interesting initiatives tying loyalty into environmental concerns through its Green tier, McKinsey says airlines need to go further to stand out from competitors and attract “a growing share of business and leisure travelers, fresh capital and talent and new allies across the industry, government and society at large.”

McKinsey is optimistic that consumers will be willing to pay for sustainability going forward but stresses the need for airlines to encourage them to be part of the “global decarbonization team” through various initiatives.

The concept of a global team addressing the climate crisis challenge is one that - instead of often pulling in different directions and devising new schemes - travel, consumers and governments could unite around.