Airlines could do more to win passenger trust, increase spending and build loyalty by making sustainability efforts more visible on board, according to a new UK study.
The report, A Greener Passenger Experience, A Smarter Airline Strategy, was commissioned by the World Travel Catering & Onboard Services Expo (WTCE) and is based on a survey of 2,000 UK travellers. It highlights a gap between what passengers say they want on sustainability and what they actually see from airlines.
Passengers care, but booking choices lag behind
More than half of UK travellers (51%) say environmental issues matter when choosing an airline. However, 68% admit they have never selected a carrier based on its green credentials.
The study suggests sustainability has a greater impact once passengers are on board. Around 42% say their in-flight purchasing decisions are influenced by visible measures such as reduced plastic use, recycling and more environmentally friendly products.
Many are willing to pay more for greener options
The research also found that 37% of passengers would be willing to pay extra for more sustainable in-flight choices, with most accepting a price increase of between 6% and 10%.
Despite this, only 14% of respondents believe airlines are genuinely sustainable, pointing to a lack of trust. However, 40% think the industry is moving in the right direction, suggesting clearer communication and more obvious action could improve perceptions.
The report also highlights the scale of food waste, with 18% of complimentary food and drink left untouched, showing where environmental and efficiency improvements could go hand in hand.
Waste seen as key signal of progress
Matt Crane, founder of the Aviation Sustainability Forum and WTCE Sustainability Ambassador, said waste reduction was one of the most powerful ways airlines could demonstrate progress.
“Waste is something passengers can see and understand. Making improvements visible is one of the quickest ways to close the trust gap,” he said.
Sustainability shaping spending on board
Kai Kosicki, WTCE Retail Technology Ambassador and founder of ExpAir, said sustainability is increasingly shaping how passengers view airline brands and how much they spend.
“When sustainability is built into retail and catering, it doesn’t just boost credibility – it can directly increase engagement and onboard spending,” he said.
Practical steps for airlines
The report suggests several ways airlines could respond, including better meal loading and pre-order systems to cut waste, and a shift towards plastic-free or fully recyclable packaging.
Other measures include eco-focused retail ranges, digital menus and paperless services, which could improve the passenger experience while reducing environmental impact.
Together, the study says, these steps could help airlines improve both their environmental performance and their commercial results.
