{"id":4251317,"date":"2019-12-09T13:07:00","date_gmt":"2019-12-09T11:07:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/keeping-airline-profits-sustainable\/"},"modified":"2019-12-09T13:07:00","modified_gmt":"2019-12-09T11:07:00","slug":"keeping-airline-profits-sustainable","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/keeping-airline-profits-sustainable\/","title":{"rendered":"Keeping airline profits sustainable"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tKeeping airline profits sustainable\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tMellissa Flowerdew-Clarke\t\t
\n\t\tVP of Marketing, EMEA\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t9 December 2019\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\t\t\n\n\t\tOn the 14th April, 2019, Greta Thunberg left Stockholm. On the 16th, she arrived in Strasbourg and gave a speech to the European parliament. On the 17th, she arrived in Rome, met the Pope and spoke to the Italian senate. On the 21st, she reached London, protested with Extinction Rebellion and visited Westminster. On the 25th, her journey ended with a return to Stockholm. Two weeks of international travel, all by train. The flight shaming movement goes mainstream.\t<\/h2>\n\n\n\t\tOn the 14th August, 2019, Greta Thunberg left Plymouth on the Malizia yacht. 15 days later, on the 28th August, she arrived in New York to speak at the UN Climate Action Summit. A spokesperson announced that several people would be flying from Berlin to take the yacht back the Europe and the yacht\u2019s co-skipper would be returning by plane. The flights would be offset. Even the figurehead of the flightshaming movement cannot avoid air travel.\t<\/p>\n\n\n\t\tThe airline industry has entered a decade of disruption. The 20s begin with more focus than ever before on the environmental impact of travel \u2013 from carbon emissions to the effect of over-tourism on communities, to the minutiae of single use plastics. It can be tricky to get a handle on, but if there\u2019s one thing we all know about industry disruption it\u2019s that opportunities for sharp businesses sprout up.\t<\/p>\n\n\n\t\tTo understand the shift occurring in the air travel category, think of the change we\u2019re seeing around value and quality.\t<\/p>\n\n\n\t\tValue used to be simple. \u00a330 return flights to a popular European city, a stripped back inflight experience on a cramped plane. It\u2019s a little more complicated now. The stereotypical 18-30 traveller looking for a cheap getaway is now naming environmental impact as their number one challenge facing society, according to Deloitte\u2019s 2019 Global Millennial Survey. Global Web Index found that over half of 18-55s would pay more for eco-friendly products. Value is not just the lowest cost to the consumer, it\u2019s also the lowest cost to the environment. In the age of the conscious consumer, I always think Gandhi was almost right. It\u2019s not be the change you want to see in the world, it\u2019s buy the change.\t<\/p>\n\n\n\t\tWe see this with airline quality perception too. British Airways have long been the staple brand of quality air travel. Their landmark announcement for the start of a new year is to offset all UK domestic flights, and offer an offset option for international travellers on their online booking form. This is quality shown through the form of inward looking business operations and an option to pay more to help the environment. It\u2019s no wonder that BA are taking this approach as first class travel (typically double the carbon emissions) is falling.\t<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t