Shifting air travel demand: a case study on enabling experimentation in surface travel

This paper presents the first empirical evaluation of Climate Perks, an employee benefit scheme designed to reduce air travel demand by offering additional paid annual leave to those travelling without flying for vacation purposes. In-depth interviews and surveys were undertaken with employers that offer Climate Perks and travellers who have claimed journey days. The findings show the value of positive action to enable sustainable consumption in contributing to catalysing and mainstreaming low-carbon travel, drawing out key themes around recruiting travellers to surface travel, sharing knowledge and know-how, recrafting temporal experiences and learning-by doing to overcome infrastructural complexities of surface travel in a mobility system presently dominated by air travel. The paper also discusses how the boundaries around personal action on climate change are shifting as employers recognise the contribution of work to the formation of personal routines. This paper thereby contributes to understanding air travel demand and explores the potential for reducing this emissions intensive practice.