Head of research Mark Stuart said: “Many people are choosing not to fly, or to fly less, as part of their contribution to a more sustainable environment.

“Travel companies and tour companies could focus their efforts on airlines that commit to finding lower emission solutions, and invest in technologies that make travel of all kinds more environmentally friendly.”

According to research from Whatsonwhen and Travolution, 45 out of the 90 firms asked, claimed they wished to expand their online advertising budgets.

Travel businesses are advised to communicate sustainable credentials which focus on lower emission airlines and reduced-impact travel alternatives.

Sustainable Aviation reports that lower carbon alternative fuels are expected to provide a further 10% reduction in CO2 emissions from 2030, following a period of increasing deployment from 2020.

Action inspires action. Stay ahead of the curve with sustainability and energy newsletters from edie