The President of Virgin Enterprises, Andrew Swaffield, has cautioned that the aviation industry risks becoming an exclusive domain for the affluent if it fails to adopt sustainable practices.
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Virgin AtlanticThe President of Virgin Enterprises, Andrew Swaffield, has cautioned that the aviation industry risks becoming an exclusive domain for the affluent if it fails to adopt sustainable practices. During a panel discussion at the 2023 Travel Convention by Abta, Swaffield noted that achieving the globally recognized target of net-zero emissions by 2050 would not be an easy feat for the aviation sector. He suggested that one of the strategies to reach this goal might involve raising airfares and reducing flight schedules, which could impact the industry’s revenues.
Swaffield stressed the importance of being realistic about the challenges ahead and emphasized that safeguarding the accessibility of air travel to a broader audience is vital. He acknowledged the role of aviation in bringing people together for cultural experiences and exchanges and urged the government to provide assurances regarding the production of sustainable aviation fuel to stimulate investment in its development. He emphasized that the current production of sustainable aviation fuel needs to increase significantly.
Swaffield highlighted that once there is certainty about the availability of sustainable aviation fuel for the next two decades, increased investments will flow into the sector, leading to more optimism and a substantial rise in production. Without such assurances, there is a risk of reduced air travel, which could shrink the aviation industry significantly.
He stated that achieving net-zero emissions would require transparency, science-based targets, regular reporting, innovation, and enhanced air traffic control. Swaffield mentioned the development of new technologies for short-haul flights, such as electric vertical take-off and landing air taxis, which will be introduced shortly. However, he acknowledged that developing similar technologies for long-haul flights presents greater challenges.
Susan Deer, Abta’s Director of Industry Relations, echoed Swaffield’s call for increased sustainable aviation fuel production. She emphasized the importance of clear communication from the government regarding its intentions to create a favorable environment for investment, underlining the significance of government-industry collaboration.
