Growing importance of travel sustainability could spell trouble for Asia Pacific airlines

Sustainability has become an essential element of travel for consumers in the Asia Pacific.

With the COVID-19 pandemic fading into the background and concerns about the safety and ease of travel diminishing, travellers across the Asia Pacific are exhibiting a newfound concern about the impacts of their travel - be they environmental, social or otherwise.

However, while sustainability is increasingly important, confusion lingers around how environmental impacts are measured, tracked and compared.

In addition, there are concerns about how easy information is to access and about the quality of information available, and how to verify the claims of travel operators.

Travellers and aviation industry stakeholders are increasingly demanding objective, reliable data on sustainability performance targets and outcomes in order to make informed purchasing or investment decisions.