By Emmanuel Mounier, Secretary General, Global Travel Tech.
When booking their flights, passengers are now confronted with a new question:
“Would you like to pay extra to offset the CO₂ emissions from your trip?”
Different versions of this prompt now appear across most major booking platforms — a recent development that reflects aviation’s, and air travelers’, growing climate consciousness. The broader debate around carbon offsetting continues, but another question looms just as large:
Are passengers willing to pay more, or make other trade-offs, to travel more sustainably?
Encouragingly, emerging evidence shows that a significant portion of air passengers already are — and some are willing to pay significantly more than typical voluntary contributions seen in the market today.
A Growing Share of Eco-Conscious Passengers
New research suggests a clear and growing appetite among passengers to support lower-emission flights. A 2024 study by Macquarie University found that 42% of leisure passengers are prepared to pay extra for flights with reduced carbon emissions. The most sustainability-minded respondents were even willing to spend up to $1.95 per kilogram of CO₂ avoided — adding up to over $150 extra on some short-haul flights. The average passenger’s willingness to pay was lower. Still, this level of commitment signals the existence of a market for more sustainable air travel, even if it entails a price increase.
Another recent survey found that 83% of travelers worldwide consider sustainability important, and many are making concrete adjustments. In regions like Europe, Africa, and the Middle East, tourists are extending their vacations by an average of two days compared to 2019 — shifting toward fewer, longer trips that reduce carbon intensity.
Closing the Gap Between Intentions and Action
Despite these encouraging figures, a well-known challenge persists: the gap between what passengers say and what they do. While many express concern about aviation’s climate footprint, price still dominates booking behavior, especially in competitive markets. As Booking Holdings’ CEO recently noted, green options are not yet consistently swaying decisions at the point of purchase.
Even so, the 42% of passengers willing to pay more today is not insignificant — and that number is poised to grow. As emissions visibility increases and sustainable offerings become clearer, trust and participation are likely to follow. Airlines and platforms can build on this willingness by integrating green options more seamlessly into the booking process and demonstrating that the added costs make a real difference.
Technology and Transparency Fueling Smarter Choices
Greater visibility of flight emissions is slowly influencing passenger behavior. Platforms like eDreams, Skyscanner, and others now feature carbon impact data, helping environmentally conscious passengers make more informed decisions. While this doesn’t yet shift mainstream consumer habits, it’s gaining traction among younger demographics. A 2023 study cited by Condé Nast Traveler reported that 20% of millennials now prioritize sustainability when booking flights — a stark contrast to just 1% of baby boomers.
These tools are also pushing airlines to improve their emissions performance and compete on sustainability as well as price. Over time, visibility may transform not just passenger choice, but airline strategy.
Consumers Moving from Intention to Action
While interest in sustainable travel has been rising for years, recent data shows that more travellers are acting on it. A 2023 report by the World Travel & Tourism Council found that nearly 60% of travellers have actively chosen more sustainable travel options in recent years. Growing awareness around the ‘Circular Economy’ is also reshaping how people approach travel. From reusing items to reducing waste, many travellers are rethinking their habits. A YouGov survey cited in the report reflected that it is important for 48% of global respondents to choose travel companies with strong sustainability policies—ones that not only reduce environmental impact but also support local communities. These examples show that when sustainability is affordable and accessible, a growing number of passengers are ready to opt in.
Rail Travel´s Resurgence in Europe and Beyond
The renewed interest in rail travel provides another sign that passengers are embracing more sustainable ways to get around. In 2023, EU rail transport hit 429 billion passenger kilometres — surpassing pre-pandemic levels and marking a significant comeback. Several EU countries, including Croatia, Luxembourg, Ireland, and Spain, saw increases of over 25% in domestic rail travel, driven by better connectivity and more eco-conscious planning. Rail is increasingly positioned not just as a nostalgic alternative, but as a modern, efficient, and climate-smart choice — especially for short- and mid-distance travel within Europe.
From Willingness to Widespread Impact
There is good reason for optimism. While not every passenger is ready to pay more, a significant and growing minority already is — and their choices are shaping the market. With more than two in five passengers already valuing sustainable alternatives, there’s a foundation in place to build scalable, lasting change.
As green options become more visible, better integrated, and increasingly cost-competitive, today’s early adopters will help mainstream a new standard. The question is no longer if passengers will pay more for greener flights — it’s how quickly the sector can meet them halfway.
References:
· Crosby, P., Thompson, D., & Best, R. (2024). Air travellers’ attitudes towards carbon emissions: evidence from the Google Flights interface. Journal of Sustainable Tourism. Advance online publication.
https://doi.org/10.1080/09669582.2024.2412161
· Phys.org (2025) – Study suggests travelers are willing to pay more for low-emission flights.
https://phys.org/news/2025-01-pay-emission-flights.html
· Skift (2025) – Will Travelers Pay More for Green Trips? That’s Not What Booking Holdings’ CEO Is Seeing.
https://skift.com/2025/02/06/will-travelers-pay-more-for-green-trips-thats-not-what-booking-holdings-ceo-is-seeing/
· Condé Nast Traveler (2023) – Millennials Are Driving Demand for Sustainable Air Travel.
https://www.cntraveler.com/story/millennials-sustainable-air-travel
· European Commission – ReFuelEU Aviation
https://transport.ec.europa.eu/transport-modes/air/refueleu-aviation_en
· World Travel & Tourism Council (2023). WTTC and Trip.com Global Traveller Report. https://wttc.org/news-article/wttc-and-tripcom-group-global-traveller-report-reveals-shift-towards-sustainable-travel
· Giesen, K., et al. (2023). The Impact of the 9-Euro Ticket on Travel Behaviour. arXiv preprint. https://arxiv.org/abs/2306.08297
· Eurostat (2024). Railway passenger transport statistics. https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Railway_passenger_transport_statistics
· Business Insider (2024). Tourists are extending vacations to take fewer, longer trips. https://www.businessinsider.com/tourists-extend-vacations-fewer-longer-trips-more-sustainable-2024-5
· Statista (2024). Importance of sustainable travel to global travelers. https://www.statista.com/statistics/1126996/traveler-attitudes-sustainability/