Increasing Environmental Responsibility through Innovative Practices

While sustainable aviation fuels (SAF) are critical in reducing carbon emissions, more is needed to meet the aviation industry's long-term environmental goals. Enhancing the sustainability of the passenger experience is equally important in achieving these objectives. Transforming the passenger journey itself is critical to meet long-term sustainability goals truly. A service design approach is crucial for reimagining the passenger journey and embedding sustainability into every touchpoint. This research aims to reveal key sustainability pain points across the entire passenger journey—from pre-flight to post-flight—and offers targeted solutions to address these challenges. The study applies the Double Diamond Design Process Model, consisting of four phases: In the Discover phase, customer journey mapping and persona creation are used to uncover sustainability-related pain points. The Define phase analyzes these pain points to identify core environmental issues that must be addressed. During the Develop phase, innovative solutions are designed through behavioral mapping, scenario-based modeling, and cognitive maps. Finally, the Deliver phase tests these solutions through simulation to ensure their practical integration into airline operations. One of the possible key findings of this research is the potential effectiveness of reward systems that incentivize passengers to adopt environmentally responsible behaviors. By integrating these eco-friendly practices into the passenger journey, airlines can reduce their environmental impact while improving customer engagement and satisfaction. The research will provide a replicable model for the aviation industry to enhance sustainability and the passenger experience.