SAF takes flight, but GBTA say headwinds remain

According to new research from the GBTA Foundation’s Acceleration Challenge, sustainable aviation fuel (SAF) purchasing for business travel is on a fast upward trajectory. Global travel programs with Net Zero commitments are leading the way in SAF adoption, enabled by strong emissions management, internal carbon pricing and flexible purchasing options.

The GBTA research also highlighted the biggest barriers slowing broader uptake, including uncertainty around accounting standards, cost sensitivity and limited internal readiness.

Entitled “Corporate Behavior on Sustainable Aviation Fuel Purchase,” the GBTA report draws on data from 58 SAF‑purchasing organizations who participated in the GBTA Sustainability Acceleration Challenge. As the global business travel sector works to decarbonize, SAF remains the most viable near‑term lever for reducing aviation emissions.

Unveiling the report at the Sustainable Aviation Futures MENA Congress in Dubai, GBTA Senior Vice President, Advocacy and Sustainability, Delphine Millot, who also oversees the GBTA Foundation, said: “With clearer guidance, lower barriers to entry, and stronger education, many more companies around the world could begin the journey towards incorporating SAF into their decarbonization strategies.”

The report reveals that SAF buyers share clear, common characteristics:

• SAF purchasing is on the rise. Twenty percent of travel programs are purchasing SAF certificates to abate business travel emissions in 2025, a 30% increase from the previous year. There is also an “intent ready” segment of buyers (11%) who plan to purchase within a year.
• Companies with a high reliance on travel and strong Net Zero commitments are leading adoption. Companies in technology, transportation and travel services, and pharmaceutical and life sciences represent the bulk of current buyers, as industries with high reliance on air travel and heightened expectations for climate leadership.
• Large, global travel programs dominate. Organizations with more than 10,000 employees or over $50 million in annual travel spend account for the majority of today’s SAF purchases, reflecting their greater internal sustainability infrastructure, governance and resources. A significant share of SAF purchasers operate global travel programs, benefiting from centralized policies, harmonized reporting, and multi‑market oversight that make SAF procurement more feasible.
• As the report notes: “SAF adoption is not random. It aligns strongly with company size, emissions visibility, and the maturity of sustainability programs.”

The research identifies three primary enablers that consistently distinguish SAF buyers from non‑buyers:

• Strong emissions tracking, reporting and target setting. Companies that purchase SAF overwhelmingly track and report Scope 3.6 business‑travel emissions—and many have specific internal reduction targets. These practices help quantify impact, strengthen the business case, and create accountability that drives action.
• Internal carbon pricing as a practical finance tool. Twenty percent of SAF buyers use internal carbon pricing, with an average internal fee of $95 per ton of CO?e. This mechanism translates emissions into financial terms, generates funds to support procurement, and signals organizational commitment.
• Flexible, accessible purchasing channels. More than half of buyers purchase SAF through airline direct programs, which reduce friction by streamlining contracting and providing reliable emissions data. Others diversify through fuel producers, retailers, buyer alliances, or travel management companies (TMCs)—proof that multiple on‑ramps exist for companies beginning their SAF journey.

While SAF interest is rising, adoption is still limited. The report highlights key barriers:

• Cost sensitivity and low willingness to pay. Most companies—SAF buyers and non‑buyers alike—are unwilling to pay more for sustainable travel options although a 5%-10% airfare increase can materially support SAF production.
• Uncertainty around standards and future counting rules. Nearly half of companies remain unsure whether SAF certificates will count toward emissions‑reduction targets. Recent draft guidance from climate‑standard setters may help, but previous ambiguity has slowed long‑term planning.
• Limited internal readiness among smaller programs. Companies without established emissions tracking, centralized travel governance, or sustainability budgets often lack the foundational tools needed to initiate SAF procurement.

In 2025, the GBTA Foundation launched SAF Corporate Connect. This initiative is intended to provide a forum for the business travel community to share knowledge, experience and insights around SAF.

Millot observed: “While our research shows that the proportion of companies currently purchasing or intending to purchase SAF is increasing, it will only be through sustained corporate demand that SAF finally begins to take off as a viable solution, moving from the realm of ambition to that of reality.”

Go to www.GBTAFoundation.org for more.