Just over half (51%) of airline passengers in the UK say that environmental concerns influence their choice of airline, a new study commissioned by the World Travel Catering & Onboard Services Expo (WTCE) has found.
However, the study, entitled A Greener Passenger Experience, A Smarter Airline Strategy, which surveyed 2,000 travellers, also found that more than two thirds (68%) admitted that they have never booked a specific airline based on its green credentials.
Some 42% of respondents said that their in-flight purchasing habits were influenced by sustainability considerations, such as the need to reduce plastic, or recycle where possible.
Notably, 37% of respondents said that they would be willing to pay more for sustainable in-flight choices, with most of this cohort comfortable with a premium of between 6% and 10%.
At the same time, just 14% of passengers believe that airlines are genuinely sustainable, with 40% stating that they feel the industry is moving in the right direction, with greater clarity needed to improve perceptions.
Closing the trust gap
“Waste is something passengers can see and understand,” Matt Crane, founder of the Aviation Sustainability Forum and WTCE sustainability ambassador, commented. “Making improvements visible is one of the quickest ways to close the trust gap.”
Echoing his comments, Kai Kosicki, WTCE Retail Technology Ambassador and founder of ExpAir, added that sustainability is increasingly shaping how passengers perceive particular airlines.
“When sustainability is built into retail and catering, it doesn’t just boost credibility – it can directly increase engagement and onboard spending,” Kosicki added.
The World Travel Catering & Onboard Services Expo (WTCE) takes place at Hamburg Messe from 14-16 April 2026. Read more here.
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