In the pursuit of sustainable air travel, Brussels Airlines has taken a significant step by integrating carbon-neutral flying options directly into the booking process. This initiative allows customers to take a proactive role in reducing the carbon footprint of their flights, making eco-friendly choices more convenient and accessible by directly contributing to reforestation initiatives, among others. The innovative program, offered in collaboration with the Lufthansa Group, not only supports climate protection but also enhances biodiversity and improves local living conditions. In this case study, we will delve into the types of services Brussels Airlines offers to make flying carbon neutral and how this approach can inspire other businesses to adopt similar strategies.
View of a land and clouds from an airplane.
Three options for carbon-neutral flying
Brussels Airlines recognises that empowering passengers to participate in carbon offsetting is key to meaningful climate action. To achieve this, the airline provides customers with three distinct options during the booking process:
- Climate protection projects: Brussels Airlines has teamed up with the non-profit organisation myclimate to support high-quality carbon offset projects worldwide. These projects extend beyond mere emissions reduction; they focus on reforestation, restoring peatlands, constructing biogas plants, distributing energy-efficient cookers, and safeguarding endangered forests in various countries. This approach not only aids climate protection but also enhances biodiversity and improves local livelihoods.
- Sustainable aviation fuel (SAF): One choice is to utilise Sustainable Aviation Fuel, a groundbreaking alternative to conventional kerosene. SAF is derived from used cooking oils, fats, or agricultural waste, with zero fossil-based raw materials involved in the production. By opting for SAF, travellers directly contribute to reducing carbon emissions by up to 80%, a substantial improvement over traditional fuels.
- Combined solution: Customers have the flexibility to choose a combination of both SAF and climate protection projects. This hybrid approach ensures a balanced contribution to carbon reduction while supporting innovative fuel technology and impactful projects.
Incentives for choosing carbon neutrality
To encourage the adoption of carbon-neutral flying, Brussels Airlines rewards its customers with additional status and award miles, creating a win-win scenario for both the environment and the passengers. By providing these incentives, the airline aims to increase the uptake of carbon offsetting options among its clientele.
Streamlined booking process
Brussels Airlines has taken a significant step by integrating carbon-neutral flying options directly into the booking process. This streamlined approach allows travellers to make their contribution during flight reservations, making the process convenient and effective. The flight's carbon emissions are clearly displayed, enabling customers to offset them immediately, ensuring a seamless and hassle-free experience.
Results and future plans
The initial response to the new carbon-neutral flying options has been promising, with a preliminary conversion rate exceeding expectations. Brussels Airlines plans to build upon this success by expanding its sustainable travel options in the coming years. The airline's commitment to sustainability goes beyond immediate actions, as demonstrated by the plans to modernise its fleet. The introduction of A320neo aircraft with significantly reduced CO2 emissions is a tangible step towards a greener future.
Make a positive impact on the environment with DGB Group
Brussels Airlines' innovative approach to carbon-neutral flying demonstrates the potential for airlines to make a positive impact on the environment while catering to customer preferences. By offering transparent and accessible options for carbon offsetting, the airline empowers travellers to contribute to climate protection, biodiversity, and improved local living conditions. This case study is a valuable example for businesses seeking to implement similar initiatives and underscores the importance of sustainable practices.
DGB Group is ready to support businesses in implementing similar initiatives where their customers have a direct option to take action for the environment, either by planting trees or by contributing to other nature-based solutions that support nature to thrive.
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