Since last summer, there has been a steady increase in the proportion of air passengers paying extra for KLM's sustainable fuel. And they don't ignore the fact that the summer season's focus on extreme weather, record temperatures and flooding has increased interest in flying more sustainably.
– The sales curve for SAF (sustainable aviation fuel) is pointing upward, and we are not ignoring an increase of more than 200 percent. But it still represents a very small part of our sales, says Maria Hagelberg, marketing director at Air France/KLM.
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More and more air travelers are lightening their conscience and paying for a little extra SAF to consider when they fly with KLM. Image: KLM
Want to contribute?
A Novus survey commissioned by KLM in 2023 shows that the majority of Nordic travelers want to contribute to more sustainable air travel, but also find it difficult to make sustainable choices when booking a flight.
– This is something we took very seriously. We are constantly working to make it easier for customers to help make sustainable choices when travelling. This includes training corporate customers, visibility into the ordering process, and creating incentives through our loyalty program Flying Blue, says Maria Hagelberg.
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Currently, SAF biofuel is the only available fuel alternative to reduce aviation's climate impact. Electric and hydrogen aircraft wait around the corner, but initially these will primarily be a short-haul option.
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For now, it is still called SAF, as well as regular JET a-1 jet fuel, which is applied in KLM's tanks – awaiting more sustainable alternatives such as hydrogen and electricity. Image: KLM
Flying will be more expensive
However, one of the challenges facing the SAF is that it is much more expensive than fossil fuels.
– Aviation will inevitably become more expensive as the entire industry transitions to a more sustainable business. As of 2022, we have included some SAF on all tickets. Currently, each ticket contains up to 1% SAF. Even though we and many other airlines are investing billions in innovation and purchasing Sudan Airways, we have to attract consumers. Offering different SAF options makes it easy for customers to choose the one that suits them best. We also have tailored solutions for small and large businesses, says Maria Hagelberg.
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