Michael Edwards, Explore Worldwide managing director, says the travel sector should thank brands such as Virgin Atlantic for research into cutting emissions
Explore Worldwide recently become the first adventure tour operator to offer customers the opportunity to buy sustainable aviation fuel (SAF) when they book a holiday.
So it was interesting to see that the Advertising Standards Authority (ASA) has banned a radio advert in which Virgin Atlantic hailed the use of “100% sustainable aviation fuel” on a one-off ‘Flight 100’ to New York from Heathrow last November.
Virgin Atlantic has been ordered to ensure future adverts which refer to the use of SAF include qualifying information explaining its environmental impact.
In many ways, we have reason to thank brands that take on these huge challenges.
As an industry, we’re all learning how to get the messaging right, while still trying to be bold and brave when getting behind these nascent technologies.
We also welcome the scrutiny from ASA, as we’re all having to learn fast.
We can’t deny, though, that operating a transatlantic flight using sustainable aviation fuel (SAF), and any highlighting and raising awareness of SAF, can only be a good thing.
While SAF certainly doesn’t come without its own carbon footprint, research has suggested it has 70% lower emissions over its lifecycle than regular jet fuel.
It is difficult to argue that this is anything but a positive step for sustainable tourism, and if none of us tries, we will never know.
SAF might not be the solution for the climate emergency, and we certainly don’t claim it is the panacea, but it might just be part of a solution.
However, without funding, more awareness and trials like this one from Virgin Atlantic, it can’t be.
We see the funding of and raising understanding around SAF as another important and worthwhile addition to anything that can reduce emissions.
If we don’t get behind burgeoning new technologies such as this – another example is carbon removal projects like Direct Air Capture, which we fund via Klimate – they don’t stand a chance of being sufficiently scaled in time for us to hit the targets outlined by government.
Some research we recently carried out showed that people’s understanding of SAF and its environmental benefits is low (58% said they do not understand how a biofuel works), but we know that demand for more sustainable travel options is high.
We’re calling for the industry to come together on this, to get behind potential solutions of the climate crisis which will require substantial backing to make an impact.
Travellers are very used to the ideas of ‘add-ons’ and extras with their trip, and I believe it should be as easy to buy SAF as booking hold luggage or pre-selecting your seat.
More: Virgin Atlantic SAF flight advert ruled as misleading
Explore Worldwide enables customers to purchase SAF on its website