Flight search data reveals 57% of airline travellers are prepared to pay a premium for flights with lower carbon emissions. The use of the Carbon Friendly Flight Search tool demonstrates that travellers will choose carbon-efficient flight options, with 57% of users selecting the lowest cost /lowest carbon option, even if it is up to 19% more expensive than the lowest cost/higher carbon option.

The flight search tool developed by Global Travel Market (GTM) and The Carbon Consultancy in association with the International Centre for Responsible Tourism, provides travellers with ratings on the efficiency of the long and short haul fleets used by major airlines and highlights lower carbon emitting direct flights vs indirect flights.

The free online tool has been piloted on selected websites, which have generated in excess of 10,000 flight searches and the results are compared against GTM’s normal flight search tools where no carbon ratings or direct flight options are present.

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