Sustainable Aviation Fuel (SAF) purchasing for business travel is on a fast upward trajectory, according to new research from the GBTA Foundation’s Acceleration Challenge.
But there are still key factors slowing broader uptake, including uncertainty around accounting standards, cost sensitivity and limited internal readiness.
“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 decarbonisation strategies,” said GBTA Senior Vice President, Advocacy and Sustainability, Delphine Millot.
The GBTA report titled “Corporate Behaviour on Sustainable Aviation Fuel Purchases” draws on data from 58 SAF‑purchasing organisations who participated in its Acceleration Challenge.
The research found:
SAF purchasing is on the rise. One in five travel programmes are now 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 programmes dominate. Organisations 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 programmes, benefiting from centralised policies, harmonised reporting, and multi‑market oversight that make SAF procurement more feasible.
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.
“SAF adoption is not random. It aligns strongly with company size, emissions visibility, and the maturity of sustainability programmes,” Millot continued.
The report also highlighted 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 programmes. Companies without established emissions tracking, centralized travel governance, or sustainability budgets often lack the foundational tools needed to initiate SAF procurement.
“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,” added Millot.
