Examined: The Airport & Airline Sustainability Initiatives Most Valued By Today’s Passengers

In recent years, sustainability has become a core value among both airlines and airports, and these initiatives are gaining increasing importance for travelers. According to SITA’s Passenger IT Insights 2024 report, modern passengers are more eco-conscious than ever, seeking sustainable travel options and gravitating towards companies actively working to reduce their environmental impact. So, we’re taking a closer look at the airport and airline sustainability initiatives that are most valued by today’s passengers.
Top sustainability initiatives valued by passengers
Airport initiatives
Technology for greener operations (58%)
Building sustainable terminals (54%)
Water refilling stations (48%)
Encouraging low-emission travel (39%)
Airline initiatives
Technology for fuel savings (64%)
Educating passengers on sustainability (48%)
Promoting Sustainable Aviation Fuel (SAF) (44%)
Willingness to pay for carbon offsetting
The SITA 2024 report shows that passengers are more committed than ever to contributing financially to offset carbon emissions:
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50% of passengers in 2024 are willing to pay less than 10% of their ticket price for carbon offsets, an increase from 45% in 2023.
The average amount passengers are willing to pay remains at 10.8% of their ticket price.
A smaller group of travelers, 38%, would pay between 10-20% of their ticket price, while only 5% are willing to contribute up to 30% or more.
This data demonstrates that while many passengers are willing to pay extra to reduce their carbon footprints, most prefer to keep this cost increase in a manageable range.
Passengers say they are ready for longer flights to cut emissions
Passengers report that they are willing to make significant adjustments to their flight experience for the sake of sustainability:
50% would accept a flight that is one hour longer for a 25% reduction in carbon emissions.
57% are willing to extend their flight by two hours at slower speeds if it means a 50% reduction in emissions.
Furthermore, an overwhelming 81% of passengers are willing to reduce their luggage or opt for carry-on only to contribute to a more sustainable flight. This trend shows that passengers are ready to trade some conveniences for environmental benefits.
Related Airline Passengers Are Reportedly Happy To Pay 11% More To Offset Emissions – Are You? A new report from SITA suggests that most passengers are willing to pay extra for flights to reduce their carbon footprint along the way. The company’s annual Passenger IT Insights report flags that the proportion of people willing to pay something extra to offset carbon emissions has risen from 53% in 2023 to 64% in 2024. Only one in seven people indicated they were unwilling to pay anything at all.But how much would they be willing to pay? SITA asked this too, and found that the average amount passengers would pay over and above the cost of a standard ticket price was 10.8%. That could be as little as $10 on a budget trip, but a good $50-$90 more on a longer flight. This doesn’t sound plausible to me, not in the real world. Just because people say on a survey they would pay for offsets doesn’t mean they actually would in practice. I remember listening to Carsten Spohr, CEO of Lufthansa, at an IATA event in 2021 where he admitted only 1-2% of passengers opted for a ticket that inc
Most valued airport sustainability initiatives
As passengers become more eco-conscious, airports must also play a key role in reducing environmental impacts. According to SITA 2024, the top initiatives passengers want to see at airports include:
50% prioritize the use of technology to improve sustainability. This includes energy-efficient systems, automation, and renewable energy sources like solar power.
54% value green infrastructure, such as eco-friendly terminal designs and energy-saving buildings.
48% appreciate water refilling stations to reduce plastic waste.
39% support programs that encourage passengers to travel with lower emissions by using sustainable transport options or participating in carbon offsetting.
Another major factor influencing passengers is the design of eco-friendly terminals, certified by standards such as LEED (Leadership in Energy and Environmental Design). Airports that have invested in greener building materials and designs, like Singapore Changi and Los Angeles International Airport, appeal to passengers who value sustainability in every aspect of their journey.
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Committed to becoming carbon-neutral by 2050, London’s Heathrow Airport has invested heavily in carbon offset programs and electric vehicles across airport operations. Frankfurt Airport has become a pioneer in incorporating solar power and electric charging stations for both airport vehicles and passenger cars.
Passengers are increasingly seeking visible signs of sustainability when traveling through airports. These initiatives help position airports as leaders in environmental responsibility.
Airlines leading in sustainability
Increasingly, airlines are being expected to take the lead in creating greener skies. According to the SITA 2024 report, the following airline initiatives resonate most with passengers:
64% prioritize airlines that use technology to reduce emissions. This includes innovations like optimized flight paths, automated systems, and fuel-saving measures.
48% value airlines that educate passengers on climate issues and what’s being done to address them.
48% appreciate airlines that encourage lower-emission travel, offering options like carbon offsetting at the point of booking (especially if passenger incentives are being offered).
44% support the use of Sustainable Aviation Fuel (SAF), which can reduce emissions by up to 80% compared to traditional jet fuel.
Airlines are also expected to take actionable steps beyond education by promoting eco-responsible flying behaviors and both helping to develop and then adopt greener technologies. Many global airlines are leading the drive to develop more sustainable technologies and implement better operational practices. Sustainability Mag ranks United Airlines as the world’s most sustainable carrier, investing more in SAF than any other airline, with Delta Air Lines and JetBlue also ranking highly.
Photo: Ian Dewar Photography | Shutterstock
Wrapping it up
The SITA Passenger IT Insights 2024 report highlights a clear trend: passengers want to see real sustainability efforts from airlines and airports, and they’re willing to contribute both financially and behaviorally. While 50% of passengers are willing to pay up to 10% of their ticket price for carbon offsets, many are also prepared to accept longer flights and lighter luggage to reduce their carbon impact.
As the aviation industry adapts to growing climate concerns, the success of airports and airlines will depend on how effectively they can meet the eco-conscious demands of today’s travelers and continue to hit sustainability targets in the future. The data makes one thing clear: passengers expect visible, meaningful action towards sustainability, and they’re willing to make sacrifices to help achieve it.