New passenger data shows airlines could unlock revenue and loyalty by making sustainability more visible onboard

The report, A Greener Passenger Experience, A Smarter Airline Strategy, has been commissioned by World Travel Catering & Onboard Services Expo (WTCE) and is based on a survey of 2,000 UK travellers. Written in collaboration with Matt Crane, Founder of The Aviation Sustainability Forum (ASF) and WTCE Sustainability Ambassador, it reveals a clear ‘sustainability gap’ between what passengers say they want and what they actually see from airlines today.

More than half of UK travellers (51%) say sustainability matters when choosing an airline, yet 68% admit they have never actually selected a carrier based on environmental credentials. While this motivation–action disconnect persists at the booking stage, sustainability plays a more significant role once onboard: 42% of passengers say their purchasing decisions in the cabin are influenced by visible eco-friendly cues such as reduced plastics, recycling practices or greener product options.

The research also uncovers a meaningful willingness to pay for greener choices. Over a third of travellers (37%) say they would accept a premium for more sustainable onboard options, with most comfortable paying between 6–10% more. However, despite this appetite, only 14% of respondents currently consider airlines to be genuinely sustainable, underscoring a widespread trust deficit. Encouragingly, 40% believe the industry is moving in the right direction, suggesting that clearer communication and more visible action could shift perception further. The findings also shed light on the scale of the catering waste challenge, with 18% of complimentary food and beverage going untouched – which is a strong indicator of where operational efficiencies and environmental improvements can align.

According to WTCE Sustainability Ambassador Matt Crane, waste is the most powerful and immediate signal available to airlines because passengers can see its impact directly. “Waste reduction is tangible. If airlines make these improvements visible, they can close the trust gap quickly,” he says.

WTCE Retail Technology Ambassador and Founder of ExpAir, Kai Kosicki adds that sustainability has evolved into a defining product feature in inflight retail and hospitality, influencing not only how passengers perceive brands but also how they choose to spend onboard. “When airlines integrate sustainability into their retail and catering offer, it doesn’t just improve brand credibility – it directly drives engagement and spend,” says Kosicki.

The report also points to several operational and commercial strategies that could help airlines respond to this shifting passenger mindset. Smarter loading models and pre-order systems offer opportunities to significantly reduce waste while improving service accuracy.

Moves toward plastic-free, recyclable or mono-material packaging can strengthen both environmental performance and brand credibility too. Eco-led retail ranges, digital menus and paperless interactions present further avenues to improve the passenger experience while supporting sustainability goals. Together, these measures offer airlines an opportunity to enhance both perception and performance – delivering tangible environmental benefits alongside commercial gains.

A Greener Passenger Experience, A Smarter Airline Strategy includes full data breakdowns, expert analysis from Matt Crane and Kai Kosicki, and practical recommendations for airlines and suppliers. Read the full report here.

For more information on World Travel Catering & Onboard Services Expo 2025, please visit: https://www.worldtravelcateringexpo.com/en-gb.html