Why should airlines and operators adopt hydrogen aircraft?
As the aviation industry moves toward the net zero target of 2050, hydrogen-powered aircraft are emerging as the only viable zero CO2 emission solution for airlines and operators seeking to future-proof operations. Beyond meeting emissions reduction targets, early adoption of hydrogen by forward-thinking operators could provide substantial competitive advantages, positioning them as pioneers in sustainable travel. This shift can redefine brand loyalty, attract eco-conscious consumers, and help airlines capture market share in a rapidly growing segment of environmentally aware travellers.
Growing Consumer Demand for Sustainable Travel Options
Sustainable practices are no longer just a “nice-to-have” for airlines—they are now a critical factor in consumer choice. Research from the International Air Transport Association (IATA) shows that over 60% of travellers are willing to pay more for flights on airlines demonstrating genuine environmental practices. With hydrogen-powered flights, airlines can meet this demand and set themselves apart in a crowded market.
As Millennials and Gen Z consumers increasingly prioritise companies that align with their values, airlines adopting hydrogen early will gain a unique advantage in appealing to this audience. According to a study cited in Harvard Business Review, customers who prefer sustainable products are not only more loyal but are also twice as likely to become “super promoters” who actively recommend the brand to others. Adopting hydrogen could, therefore, inspire a wave of word-of-mouth advocacy, reinforcing airlines’ reputation for sustainability.
Join Our Webinar on Financing Your Transition to Hydrogen Aircraft: For airlines interested in exploring the financial pathways to adopting hydrogen, Cranfield Aerospace Solutions is hosting a webinar titled How to Finance Your Transition to Hydrogen Aircraft. Featuring insights from a zero-emissions lessor, an insurance specialist, and a zero-emissions startup operator, the event will offer advice to help airlines fund this strategic shift. Register now.
Leadership and Competitive Differentiation
Airlines that lead the way in adopting hydrogen-powered aircraft have a unique opportunity to build brand loyalty by positioning themselves as environmental pioneers within the aviation industry. As sustainability becomes increasingly important to consumers, it will play a more significant role in shaping brand loyalty.
Research shows that a company’s commitment to sustainability enhances customer loyalty, drives brand engagement, and creates a positive perception among consumers. By becoming early adopters of zero-emissions technology, airlines can shape their brand narratives around innovation, responsibility, and meaningful action against climate change, aligning with the values of today’s more environmentally aware consumers.
Example: Cranfield Aerospace and easyJet Partnership
Cranfield Aerospace Solutions and easyJet have an operational partnership focused on advancing hydrogen-based technology, such as Project Acorn – the first airside hydrogen refuelling trial at a major UK airport. For a large commercial airline like easyJet, reaching net-zero emissions is a long-term goal, but their commitment to sustainability is already visible through various initiatives. In the short term, they are improving operational efficiency, optimising fuel use, supporting the adoption of sustainable aviation fuels where possible, and contributing to carbon capture and storage projects.
Additionally, easyJet’s partnerships with aerospace leaders including Cranfield Aerospace, Airbus, Rolls Royce, and GKN help accelerate the development of hydrogen and other zero-emission technologies. Through regular Pathway to Net Zero events, easyJet shares updates with stakeholders on its progress, demonstrating its commitment to sustainability at every step.
For airlines like easyJet, prioritising sustainability is expected to enhance brand loyalty over time as consumers increasingly support companies that align with their values. By investing in hydrogen-powered aircraft and sustainable practices now, airlines are not only preparing for a low-emission future but are also building a brand that resonates with the environmentally conscious traveller, solidifying long-term customer loyalty in a rapidly evolving market.
Influencing Traveller Choices with Hydrogen-Powered Flights
Airlines that invest in hydrogen-powered flights can actively shape consumer behaviour by positioning sustainable travel as the preferred option. This influence extends well beyond individual flights, encouraging a shift in industry-wide expectations. In fact, a recent study from Booking.com revealed that 81% of global travellers confirm that sustainable travel is important to them. By making sustainability a core offering, airlines not only meet consumer demand but also set new standards across the travel industry.
Government actions are reinforcing this shift, such as France’s recent ban on short-haul flights under 2.5 hours where train alternatives exist. This regulation signals a clear shift toward low-carbon travel, highlighting regional routes as prime candidates for hydrogen-powered aircraft. For airlines, it opens up opportunities to reclaim routes and attract eco-conscious passengers. Cranfield Aerospace advocates for similar moves in the UK, calling for all Public Service Obligation (PSO) routes to transition to zero-emission aircraft, which would signal the viability of hydrogen-powered flights across the UK.
Meeting Corporate Sustainability Goals and Attracting Business Clients
Corporations are facing pressure to reduce carbon footprints, especially in travel, as part of their broader decarbonisation strategies. Many have set ambitious targets, such as Lloyds Banking Group’s pledge to halve travel-related emissions from business and commuting, acknowledging travel’s significant role in their carbon footprint. Matteo Deidda, Senior Sustainability Manager at Lloyds, highlights that these efforts are integral to meeting sustainability goals. Similarly, Pfizer has committed to a 25% reduction in business travel emissions by 2025, illustrating how organisations are increasingly scrutinising travel as part of their sustainability objectives.
Research from Worldgo shows businesses are now prioritising green transportation and eco-friendly accommodations. Early adoption of hydrogen technology enables airlines to become preferred carriers for these eco-conscious corporations, providing low-emission flight options that appeal to companies committed to reducing their carbon impact. This creates valuable, long-term partnerships with corporate clients, positioning airlines that invest in hydrogen as leaders in sustainable travel.
Setting the Pace for Sustainable Aviation: Early Movers to Watch
In the race toward sustainable aviation, some airlines are already positioning themselves as leaders, setting an example for others to follow. Loganair stands out as a notable early mover, recently named Sustainable Airline of the Year—a title earned in part due to its collaboration with Cranfield Aerospace Solutions. Earlier this year, Cranfield Aerospace and Loganair signed a Memorandum of Understanding (MOU) to strengthen their partnership, aiming to launch the first operational hydrogen-electric Britten-Norman Islander flight in Kirkwall from 2027.
Loganair’s commitment to innovation and its alignment with sustainability goals are helping to shape a new narrative in aviation. By partnering with Cranfield Aerospace on pioneering hydrogen-electric technology, Loganair is leading the way in operationalising zero-emissions aircraft. This early move positions Loganair to capture eco-conscious customers, build brand loyalty, and set a benchmark in sustainable travel that other airlines can aspire to.
Conclusion: Gaining Market Leadership by Acting Now
As sustainable travel continues to gain momentum, airlines that commit to hydrogen technology early can secure a powerful competitive advantage. Beyond meeting regulatory demands, they have the opportunity to lead with a compelling brand story, attract corporate partnerships, and foster loyalty among environmentally conscious customers. Cranfield Aerospace’s work in hydrogen propulsion and zero-emissions technology is setting a new industry standard, and airlines that partner in these advancements will be well-positioned to shape the future of sustainable aviation.
