CSR / SUSTAINABILITY
This case appears in the August 2015 edition of the Airline Marketing Benchmark, a monthly report by airlinetrends.com and Simpliflying that identifies the latest innovative marketing campaigns recently launched by airlines around the world. Learn more »
25 August 2015 | JetBlue has extended its social responsibility initiatives with a pilot program aimed to close the literacy gap in a low-income town by providing vending machines that give out thousands of free books to underprivileged children. A selection of 12 books rotates every two weeks, offering up to 42 different titles through the summer.
The airline teamed-up with publishing company Random House to place three vending book machines around the low-literacy neighbourhood of Anacostia, in Washington, D.C. which was chosen to launch this program after a study commissioned by JetBlue found that the Anacostia section of D.C. is a large ‘book desert’, leaving residents little or no access to purchase age-appropriate children’s books. According to city school data, the area sees less than 25 per cent of its middle schools (for children aged between 11-15) able to ready at grade level.
The kiosks have been placed at a Salvation Army’s community center, a Safeway store on Alabama Avenue and near the entrance of a Baptist Church.
To help their children enjoy their books, parents can opt-in to an SMS campaign that offers reading tips, as well as updates when the vending machines are re-stocked with fresh selections.
“Innovative solutions that involve and engage the community is necessary to combat the current summer slump that happens especially in underserved communities,” said Icema Gibbs, JetBlue’s director of corporate social responsibility. Read full article »
By Malgorzata Lach, smartaer.com
1 May 2015 | Obeying restrictions and rules put upon passengers by safety regulators and airlines is unavoidable in air travel. The nature of regulations can also vary, making it harder for the travelling public to get their travels organized. Furthermore, some of the limitations come up unexpectedly for inexperienced travellers and require immediate reaction.
In response, a few forward-looking airports in Northern Europe decided to turn things around and change those unanticipated situations into positive outcomes.
Overweight Baggage Dropp Point (Rygge Airport, Norway)
One rule that certainly affects the majority of the travelling public is the baggage weight limit. When dealing with an overweight bag issue, some passengers decide to stick to their plans and pay the additional charges in order to check in what they have packed, while others go through their suitcases and remove the stuff they need the least. In the worst case they will have to dump some of their belongings in a waste bin at the airport.
To ease the pain of leaving ones personal possessions behind, Fretex – a Norwegian chain of second hand stores that is run by the Salvation Army – came up with a creative solution. The charity organization partnered with Moss Rygge Airport, which is located 60 kilometres from Oslo, Norway, to install an ‘Overweight Baggage Drop Point’.
Consisting of a weighing scale and an used clothing container, the dedicated area allows travellers drop off their clothes to avoid extra charges and at the same time do something good by donating them to those in need. Video of how the charity service works here. Read full article »
By Raymond Kollau, airlinetrends.com
14 September 2014 | A sympathetic and clever way for airlines to give back to society is to use their ‘corporate infrastructure’ to assist social initiatives. For example, back in 2012 Spanish flag carrier Iberia, national pizza chain Telepizza and open innovation network Ideas4All organized the ‘Books for Colombia’ campaign which saw Telepizza asking its customers to donate unused books to the pizza delivery person after they have ordered a home delivery. Iberia then flew all collected books to Colombia for free where they were distributed to local schools.
A similar concept has also been carried out by KLM over the past few years.
Located near the center of the Netherlands, De Hoge Veluwe National Park is one of the nation’s most visited national parks. It’s 5,500 hectares (55 km2) are home to the renowded Kröller-Müller museum, a wide variety of plants and animals – and about 1,800 white bicycles. These bicycles were introduced to the park in 1974 to provide free – and environmentally responsible – transportation in and around the park.
Each year, De Hoge Veluwe retires and replaces about a fifth of its bike fleet and wants to ensure that their retired and refurbished bikes are given a meaningful second life. The bicycles are therefore not discarded but are given a new purpose. First they get fixed up at nearby De Hoenderloo Groep, a training and residential ceter for disadvantaged youth. Then hundreds of the bikes get a free transport – courtesy of KLM – to a destination where they can be put to good use. Read full article »
By Raymond Kollau, airlinetrends.com
27 August 2014 | We have reported before on ‘upcycle’ initiatives from airlines, with carriers such as KLM (uniforms), Finnair (seat covers, seat belts, curtains), Delta (seat covers) and Air France (life jackets) giving discarded airline interior materials a second life as stylish bags. The benefits are three-fold: waste is recycled, airlines add an eco-friendly touch to their brands, and many consumers like the story behind the upcycled product. Here a few more interesting recent examples.
Boeing: From carbon fiber to sports gear
Boeing and American manufacturer of sports equipment Russell Brands are working together to incorporate leftover carbon fiber from B787 Dreamliner production in Russell Athletic protective athletic gear. Composite materials make up 50 percent of the primary structure of the 787, including the fuselage and wing.
Boeing and Russell Athletic see significant benefits in using aerospace-grade carbon fiber because the carbon filaments provide a high strength-to-weight ratio and greater durability. Aerospace-grade carbon fiber is thinner, stronger and approximately 10 percent lighter compared to competitors.
An initial collaboration uses the material in Russell Athletic’s new CarbonTek football shoulder pad system. The aerospace-grade carbon fiber is strong, thin, light and durable, Boeing said. In football pads it also offers increased range of motion and secure fit for the athlete’s body.
Boeing says several “elite” college players from Division I universities will be wearing the CarbonTek during the upcoming football season, as well as Russell Athletic’s three pro football ambassadors: Pierre Garcon, Mark Ingram and Colt McCoy.
Southwest: From seat to soccer ball
After a large-scale interior redesign of many of its B737 aircraft, Southwest found itself with an excess of 80,000 leather seat covers — enough to fill the EmpireStateBuilding. “We had this idea of ‘could we do something with this leather beyond recycling it or shredding it? Could we repurpose it?'” says Marilee McInnis, the airline’s senior manager of culture and communications.
By Raymond Kollau, airlinetrends.com
22 July 2013 | Since security rules were tightened more than a decade ago, passengers are not allowed to take their cans and bottles through security. This has been a nuisance for the travelling public, as many people for example have to purchase a bottle of water again beyond security to replace the one left behind.
However, a growing number of airports around the world are coming up with innovative schemes to solve this situation and to reduce waste at the same time.
San Francisco International Airport, for instance, encourages passengers passing through its new Terminal 2 to empty their plastic containers before entering the screening area. After passing through the checkpoint, passengers can stop at so-called ‘hydration stations’ to refill their water bottles for free.
Frankfurt Airport has installed a bottle return machine in its Terminal 1 that lets passengers cut waste while backing their choice from four charities. Passengers can now throw away their liquid cans and bottles at the terminal’s security checkpoint into a custom-made bottle return machine. As German law makes deposits obligatory for single-use cans and bottles passengers can help their selected charity at the same time as well.
The WWF World Wide Fund for Nature, featuring the Panda symbol, is one option. By clicking on the LOG (Luftfahrt ohne Grenzen – Aviation Without Borders) logo, passengers support this relief organization. Passengers who prefer to support charities in the Frankfurt region may decide for the Frankfurter Tafel, an organization donating food to the needy, or the Franziskustreff, a Frankfurt-based fund for the homeless. If no choice is made, the donation automatically goes to the WWF.
Frankfurt Airport says the bottle return machine is very well received by passengers. Should the feedback continue to develop positively, the return system will be installed at other locations throughout the airport.
By Debbie Pappyn, Classe Touriste
3 April 2013 | If you like the life jacket the flight attending is showing during her emergency presentation, you might want to check out Air France’s new cooperation with the French upcycle brand bilum. Both brands are presenting a collection of travel cases made from recycled life jackets and old advertising posters that were on display at Paris Orly airport in spring 2012.
As all life jackets have a limited lifespan, Air France has asked bilum to give them a new life, rather than destroying them. This partnership fits into Air France’s philosophy to reduce its environmental impact and to give something back to certain communities.
The first collection of 400 cases made from life jackets were launched in December 2012 and are available for sale online at Air France and Bilum at a price of 19 euros for the flat case and 24 euros including tax for the padded case.
For the moment you can still buy bags and ticket wallets made from the giant Air France canvas posters dating from summer 2012. The posters show a girl lying in the green grass on a bed of flowers in the shape of an airplane. Prices range from 69 euro to 285 euro for a bag.
All cases from bilum are manufactured in France by people with disabilities as part of a work insertion scheme by the E.S.A.T., a French organisation that aims to integrate people with disabilities into the mainstream labour market. They are hand-cut from a piece of the jacket or poster and the fabric is not changed in any way, so that each case is unique. No two items are the same.
14 April 2012 | Aiming to provide business travellers with an easy transfer to and from the airport, Amsterdam’s Schiphol Airport has aunched the Schiphol Business Taxi, a luxury taxi service designed to help business travellers start or end their journey in business class style. Besides petrol-powered vehicles, the new taxi service also offers a green, electric option, the so-called ‘Electric Business Taxi’.
The Schiphol ‘Electric Business Taxi’ is 100 percent powered by electricity and can cover a radius of around 100 kilometers. This makes it suited to short distances, such as journeys between Schiphol and central Amsterdam or the Amsterdam Zuidas business district. Taxi drivers receive a short training to learn to reduce speed by using the engine, instead of the brakes, in order to generate as much energy as possible and maximise the radius. The electric taxis also offer wi-fi connectivity, which eventually will be rolled out to all Schiphol Business Taxis as well.
The business taxi service can be reserved up to four hours ahead of departure, and passengers can be picked up at (or transported to) anywhere in the Netherlands. Rates for a transfer for one person with luggage are EUR42 into the business district, EUR58 to the centre of Amsterdam and EUR124 o central Rotterdam. Extra services such as an escort to and from the gate and check-in assistance are also offered. The service is offered by a joint venture between Schiphol and Connexxion, the largest public transport company in the Netherlands.
There are currently 2 electric Renault Fluence Z.E. (zero emission) taxis in operation and another 4 vehicles will be added this June. The Renault Fluence Z.E. cars are the result of a partnership between Schiphol Airport, the City of Amsterdam and Better Place, a company that provides what it calls “electric car networks,” a network of battery switch stations combined with the supply of batteries that power the electric cars.
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10 March 2012 | Besides taking measures to significantly reduce fuel consumption by flying new and re-engined aircraft, experimenting with biofuel, creating more economical flight paths and descents, applying winglets and nano paint in order to streamline aircraft even further, and reducing weight of cargo containers and cabin interiors (e.g, seats, trolleys), airlines have also come up with eco-initiatives that are more visibile to passengers, most notably onboard recycling.
As a spokesman of UK-based leisure airline Monarch stated when the airline introduced an onboard recycling program several years ago: “Monarch has been operating a paper collection scheme onboard its flights for a number of years now,” he said, “but feedback from passengers and crew highlighted the fact that the recycling of other items, such as plastics and cans, is a part of everyday life now which people wished to continue – if they were at home they’d be recycling the items, so why should they not do so on flights?”
Air France, which says it already recycles that 80 percent of the items used for onboard service, has now come up with a small, but sympathetic initiative, that shows passengers that it makes an effort to recycle as many items as possible. The airline recently began asking passengers on domestic and European flights to drop their free newspapers in a dedicated container when leaving the aircraft. Local businesses then collect the newspapers and recycle them. According to the airline, tests carried out with customers show that over 75 percent of passengers place their newspapers in these containers.
Air France says it also seeks to recycle its polystyrene meal boxes that are distributed on its European routes. Meal packs on medium-haul Air France flights are made of recyclable polystyrene and cabin crew collect and sort the used packs, which when recycled by the supplier are used to make Air France cutlery.
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8 March 2012 | Spanish national carrier Iberia, pizza chain Telepizza and open innovation network Ideas4All in January 2012 launched a ‘Books for Colombia’ campaign with the aim of bringing some 70,000 textbooks and reading books to underprivileged Colombian children and teenagers. The campaign, which kicked off on January 10 and ended on February 10, 2012, called on customers of Telepizza to contribute books they no longer need but that are in good condition.
‘Books for Colombia’ arose from a suggestion made by a Telepizza employee to the Ideas4All website, noting that the boxes on the motorbikes used to deliver pizzas to homes might be used for something worthwhile on the return journey. Telepizza is a Spanish pizza chain that operates more than 600 stores in Spain and over 400 outlets in countries such as Portugal, Chile and Colombia.
Customers could donate books that they no longer use to the Telepizza delivery person, after they have ordered a home delivery. Alternatively, they could donate them directly in any of the Telepizza outlets participating in the campaign. The collected books will be flown to Colombia by Iberia in March, where they will be classified and distributed to 120 libraries and schools in Colombian rural and inner cities by local NGO Buena Nota. Says Manuel López Aguilar, Iberia’s Manager of Sales and Customers, “We loved this idea from the start, since it involves two of Iberia’s hallmarks: as a bridge to Latin America, and as a proactive promoter of culture and human progress.”
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24 January 2012 | Southwest Airlines in October 2009 turned a B737-700 into a ‘beta-plane’ to test a series of sustainable interior materials, such as environmental-friendly leather and recycable carpet. This so-called ‘Green Plane’ has been operating in regular revenue service, so Southwest could evaluate normal wear and durability. Based on the in-flight test results and feedback from customers onboard the Green Plane, Southwest has just announced its new ‘Evolve’ interior, which will feature refurbished seats, more under-seat space, new carpets and a more stylish colour palette. Southwest says the materials used are “green” and lighter, reducing each aircraft’s weight by several hundred pounds per plane, thereby saving fuel and costs.
APEX reports that Southwest is retaining the B/E Aerospace-manufactured ‘Innovator II’ seat frames on its 737-700s, but will add fixed wing head rests, new, thinner, more durable foam fill, and synthetic ‘E-Leather’ seat covers – an eco-friendly, lightweight and scuff resistant alternative to traditional leather. The airline is also removing the under-seat floatation device – and instead adding smaller and lighter life vest pouches – to create weight savings of nearly six pounds per seat. A smart new feature are netted seat pockets, which have so-called ‘crumb catchers’ at the bottom that can be zippered open to allow the crumbs to come out. Furthermore, completely recyclable, carbon-neutral carpet from InterfaceFLOR will be laid in squares, rather than rolls, which eliminates the need for total carpet replacement.
The slimmer refurbished seats will also allow Southwest to reduce seat pitch from 32 to 31 inch and add an additional row on its 737-700s without sacrificing personal space. Southwest, however, emphasizes that “it was never our objective to add a row of seats, and the extra row isn’t the main reason for this redesign. Once we examined how much space would be saved, it was determined we could accommodate the increase, without sacrificing comfort.”
Southwest will receive its first 737-800 ‘Sky Interior’ aircraft with the new Evolve interior in April 2012 and subsequently will start a retrofit of its fleet of 372 B737-700s. The operation is planned to be completed by the end of 2013 and represents an USD60 million investment. The airline, however, anticipates the new interior – coupled with the gain in seat capacity – will produce savings of about USD250 million annually.
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27 July 2011 | With the world’s population growing and becoming increasingly wealthy, IATA estimates 16 billion passengers will fly each year by 2050. But as passenger counts grow, airlines are needing ever-more fuel to keep their fleets in the sky. As air transport is the only mode of transport that will remain dependent upon liquid fuels for the foreseeable future, the aviation industry and the research community has no choice other than to develop and test alternatives. Furthermore, with oil prices rising and European emissions trading slated to begin in 2012, airlines will be faced with new expenses. Not only will they have to pay for the fuel the industry consumes, they’ll also need to acquire certificates for each ton of CO2 emitted into the atmosphere.
Airlines in June 2011 won approval from from the US standards body ASTM International to power planes with blends including biofuels for commercial flights. Biofuel refers to fuel made from renewable organic raw materials and is more efficient than kerosene and emits less greenhouse gas when burned. Depending on how the biomass used to make the fuel is produced, results could range between 50 and 80 percent less CO2 emissions. Although biofuel use is still not financially sustainable, as it is more expensive than ordinary aviation fuel and no large-scale production or distribution has yet been established, Europe’s first users of biofuel, KLM, Lufthansa, Finnair and Thomson Airways hope the increased interest from airlines in biofuel will encourage more companies to enter the growing market and help make it financially viable.
KLM, Finnair, Thomson
Following the world’s first demonstration flight carrying passengers with a B747 with one if its four engines running on a 50/50 blend of jetfuel and biofuel from the camelina plant, KLM aldo operated the world’s first commercial biofuel flight on June 29th 2011, using a blend of cooking oil recycled from restaurants to power a Boeing 737-800. The Dutch Inspectorate for Transport, Public Works & Water Management granted KLM permission to operate the return flight between Amsterdam and Paris Charles de Gaulle. Both flights had an almost full load of 171 passengers and KLM plans to operate some 200 AMS-CDG commercial flights powered in part by biokerosene from September 2011 on.
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15 June 2011 | Stockholm’s Arlanda Airport last year introduced a simple but effective system to achieve more sustainable taxi services at the airport. To reduce emissions, a dispatch system for taxis was introduced that gives priority to so-called ‘eco taxis’ – vehicles that emit less than 120 gram of CO2 per kilometer – in the airport’s taxi lanes. The fewer emissions a taxi produces, the shorter the waiting time will be for being dispatched to the taxi lane in front of the terminal. Says one taxi driver at the airport: “I save at least one hour a day in this way, as I do not have to stand at the end of the ‘normal’ taxi line.”
CO2 emissions-based dispatch system
According to the airport, the taxi dispatch system is the only one of its kind in the world that automatically gives the shortest waiting times to cars with the lowest environmental impact, such as hybrid, biofuel or flexi-fuel powered vehicles. All taxis that deliver and pick up customers at Stockholm-Arlanda are gathered in a designated remote parking area. To get physical access to this area, and participate in the queue system, a taxi has to be registered at the airport. This provides Arlanda Airport with the opportunity to calculate CO2 emissions based on the vehicle’s registration certificate. In line with the Swedish Environmental Protection Agency’s emissions model, a 65 percent deduction in emissions is made for cars that run on ethanol and an 85 percent deduction is made for those that run on biogas, as net emissions are lower with green fuel.
To ensure vehicles that run on ‘green’ fuel actually refuel with it, there is a monitoring system that checks to ensure whether the car has at least 80 percent of the fuel indicated. To make things easier for green fuel taxis, Sweden’s biggest biogas filling station also opened at the airport in September 2010. Taxi companies that serve the airport have been replacing their taxis with less CO2 emitting cars, which also has a positive effect on the whole region.
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15 April 2011 | Aiming to be a model of sustainable building and relaxing travel, San Francisco International Airport (SFO) has just opened its renovated Terminal 2 (T2). The USD383 million facility is the new home for Virgin America and American Airlines domestic flights.
Built on the footprint of the old terminal from 1954, SFO’s new T2 will become the first LEED Gold-certified airport terminal in the U.S. and re-uses about 90 percent of the materials from the original building, including terrazzo flooring made from recycled glass chips. Other sustainable building techniques include walls of windows that makes most daytime artificial lighting unnecessary and a new ventilation system that requires 20 percent less energy. A stand-alone plumbing system for the toilets is supplied with reclaimed ‘gray’ water from the airport’s treatment plant, reducing water consumption by 40 percent.
Noticeable eco-friendly features for passengers are energy efficient mood lighting in the ticketing area, ‘hydration stations’ to refill water bottles post-security, organic and local food options, and waste recycling and composting bins placed throughout the terminal.
As regulations prohibit taking bottled water through security, San Francisco’s T2 encourages passengers to empty their plastic containers before entering the screening area. After passing through the checkpoint, passengers can stop at so-called ‘hydration stations’ to refill their water bottles for free. SFO hopes the hydration stations will encourage passengers to reduce waste and in February 2011 also installled a similar facility at its Terminal 3. For those that want to purchase bottled water post-security, vendors at T2 are only allowed to sell water in compostable bottles.
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7 March 2011 | Since security rules were tightened several years ago, passengers are not allowed to take more than a tiny drop of water (3 fl oz / 90ml in the U.S. and 100 ml in Europe) through security. This has been a nuisance for the travelling public, as many people have to purchase a bottle of water again beyond security to replace the one left behind.
Alternatively, passengers can bring an empty bottle through security and fill it up from a tap on the other side. However, as the Economist last year blogged, surprisingly few airports have made water fountains available or have hidden them in hard to find corners (by the way Amsterdam Schiphol Airport’s new ‘Ambient Gate’ is a welcome exception). Furthermore, bathroom sinks and public drinking fountains are often not in a very hygienic state, and many aren’t designed to allow for a easy fill of a bottle.
Global Tap hydration stations
San Francisco International Airport (SFO), already one of the most environmentally active airports in the U.S., has come up with an innovative solution to solve this situation and to reduce plastic waste. The airport has installed two tap water ‘hydration stations’ in the ‘airside’ part of the terminal and encourages passengers to carry their emptied plastic containers through security.
The water bottle refill stations were designed by IDEO and developed by a company called Global Tap. Users place their bottle under a spigot, press a button and tap water flows vertically into the container. The blue slender question mark-shaped hydration stations are also easy to be recognized by travellers and have been installed near the food court in SFO’s Terminal 3 (used by United Airlines) and at the airport’s International Terminal. More pictures of the Global Tap stations at SFO are available here and here. Read full article »
14 February 2011 | Airports are fast becoming sites where alternative fuel-powered vehicles are tested, as the trials can be carried out within an contained area or on standard routes, for example between the city and the airport. We have covered the use of environmental-friendly vehicles at airports before on airlinetrends.com (“Airport vehicles go green”), for example KLM has been testing the ‘AirPod’, a zero-emission vehicle that runs on compressed air, to transport people and light cargo at Schiphol Airport.
Another promising green technology are hydrogen fuel cells, which combined with oxygen in the air, produce electricity to power vehicles, with water as the only emission. If the electricity used in producing the hydrogen is generated by wind, water or solar energy, the result is a zero-emission energy source.
All Nippon Airways
At Tokyo Narita Airport, All Nippon Airways (ANA) has teamed up with Toyota to test the latest version of the Toyota Highlander ‘FCHV-adv’ (which stands for fuel cell hybrid vehicle-advanced). During February and March 2011, the vehicles will be used as part of ANA’s ‘Welcome-Home Limousine Taxi Service’ for premium passengers returning to Japan on flights from Europe or the U.S., as well as for the airline’s early morning pickup service. The Toyota’s operated by ANA will be used to collect data on the performance of the fuel-cell, such as fuel efficiency and consumption, both in the city-style as on the highway. Toyota plans to have a consumer-ready version of the FCHV-adv available on the U.S. market by the end of 2015.
The initiative by ANA and Toyota follows a similar trial by Virgin Atlantic and General Motors in 2008. As part of GM’s ‘Project Driveway’ zero-emission trial, Virgin Atlantic used three hydrogen fuel cell-powered Chevrolet Equinox SUVs to provide complimentary ground transportation for its ‘Upper Class’ passengers in Los Angeles and New York.
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