^_INTERVIEW
LEADING THE WAY

BTN Europe: What’s your advice to corporates just setting out on their sustainability journey? What are the first steps they should take?

Julien Etchanchu: My advice is to start with a clear understanding of the sustainability and climate change landscape. There are excellent online resources and tools like MyCO2 that can offer accessible and in-depth insights into climate change mechanisms and potential solutions. Once you've gained this understanding, the next step is to develop a clear and comprehensive sustainability strategy: travel less, travel better and contribute to world decarbonisation (do not use the term offset!) – in that order. It's essential to frame these initiatives positively, both for the environment and for travellers themselves. For example, reducing travel shouldn't be perceived as a punitive measure but rather as a way to enhance traveler wellbeing by reducing stress, mitigating jet lag, and allowing more quality time with family. Prioritising direct flights can also improve traveller comfort and overall satisfaction.

BTN Europe: Beyond not travelling at all, what are some of the most effective tools or policies available to corporates seeking to reduce the environmental impact of their business travel activity?

Julien Etchanchu: When it comes to reducing the environmental impact of corporate travel, it's essential to address the "travel less" aspect with a nuanced perspective. The goal is not to eliminate travel entirely, as even ecologists understand the importance of some level of business mobility. Rather, the focus should be on optimising travel by targeting the most carbon-intensive routes, airlines and aircraft. By making informed choices and slightly reducing the frequency of trips, companies can achieve significant CO2 reductions. For instance, a relatively modest 10 per cent reduction in overall travel can result in emissions decreasing by 30-40 per cent, provided that these reductions are strategically aimed at high-pollution routes.

Moving on to the "travel better" aspect, while train travel is often touted as the most ecological option, it's crucial to keep things in perspective. International flights typically account for 60 per cent to 80 per cent of a company's emissions, so the emphasis should remain on addressing long-haul travel emissions. Choosing the right aircraft can play a pivotal role here, with the potential to save over 30 per cent in CO2 emissions by opting for more efficient models like the A350 over the less eco-friendly B747. However, every small step counts, such as selecting eco-certified hotels or opting for electric vehicles (as long as they aren't SUVs) for ground transportation.

Regarding Sustainable Aviation Fuel (SAF), it's important to maintain a degree of skepticism. While SAF may offer short-term benefits for corporations, it's clear from studies that it cannot be scaled up sufficiently to serve as a comprehensive solution. Therefore, while it may provide some immediate relief, SAF remains a relatively small piece of the puzzle in the long-term quest to reduce the environmental impact of business travel.

BTN Europe: And what are some of the more unusual, advanced or forward-thinking ‘tactics’ you’ve seen deployed?

Julien Etchanchu: I believe it's time to adopt a more holistic perspective. While the predominant conversation has been focused 95 per cent on reducing carbon emissions, it's essential to expand our view to encompass other critical factors. As a French scientist astutely pointed out, "you can destroy a forest with a bulldozer powered with solar panels". This perspective encourages us to consider various dimensions of sustainability beyond just carbon emissions.

For instance, we encourage our clients to examine water consumption, noise pollution and their impact on biodiversity as part of our comprehensive sustainability analysis. It's not enough for a preferred hotel chain to have a low carbon footprint in each of its properties; we should also assess the chain's overall impact on the environment. Does the chain's expansion lead to ecosystem destruction, or do its properties feature resource-intensive amenities like Olympic-sized swimming pools that consume vast amounts of water? By focusing solely on CO2 emissions, we risk overlooking significant aspects of the sustainability puzzle.

BTN Europe: Do you think that – and would you like to see – more governments will impose sustainability legislation regarding a) banning certain short-haul flights, and b) capping airport capacity?

Julien Etchanchu: Certainly, I firmly believe that this will occur in the near future. The recent development in France concerning short-haul flights can be seen as somewhat symbolic, primarily employed as a communication strategy, given that it pertained to three sublines with connecting flights, which were not even within the primary focus.

However, a notable and significant shift is occurring at Amsterdam Schiphol Airport, where there are concrete plans to substantially reduce the number of flights. This marks a pioneering move in the realm of aviation emissions reduction, and it sets a precedent that other governments are likely to follow. The reason for this is quite straightforward: climate scientists assert that meeting IPCC targets necessitates a reduction in travel. As environmental concerns continue to mount, governments will face increasing pressure to curtail aviation expansion, which may be seen as a more socially acceptable avenue compared to addressing emissions from cars or trucks.

In essence, I believe that a paradigm of de-growth within our industry is on the horizon, whether we actively seek it or not. It is imperative that we prepare for this shift and confront the question: How can our industry thrive with fewer flights? Our ultimate goal should be to thrive, not solely to grow and expand. The concept of the Doughnut economics model is instructive in this regard, illustrating that thriving with reduced or zero growth is indeed possible. Notably, Amsterdam has become the first city to adopt the Doughnut model for its own development, and while I cannot definitively establish a link between this decision and the reduction of flights at Schiphol, it would not be surprising if they were interconnected.

BTN Europe: How significant is the Corporate Sustainability Reporting Directive and its impact on corporate travel programmes?

Julien Etchanchu: The Corporate Sustainability Reporting Directive (CSRD) has the potential to be a positive step forward, provided that the standard is robust and technically feasible on a large scale. However, it remains to be seen if such a standard can be effectively implemented, especially given the complexities involved in calculating emissions, particularly in the context of air travel.

My primary concern, though, is the length of the process. I recall participating in industry events focused on "how to achieve accurate CO2 reporting" three or four years ago, and it's disheartening to think that similar sessions may still be organised three years from now. While we are committed to offering comprehensive reporting solutions like GATE4, I am not entirely in agreement with the often-cited phrase "you can't pilot what you can't measure". It has sometimes been used as an excuse to delay action. In the face of a climate emergency, we cannot afford to wait for the perfect global standard to emerge.

If your organisation currently has basic or even no reporting capabilities, the imperative is clear: take tangible steps to reduce travel and improve the quality of travel experiences. These actions will have a concrete positive impact on the planet, whether or not you can precisely measure it. The urgency of addressing climate change demands action, even as we work towards more comprehensive reporting standards.

BTN Europe: How do your environmental concerns impact your own business and leisure travel activity?

Julien Etchanchu: A very tricky question! Navigating the balance between environmental concerns and my own business and leisure travel activities can be quite a complex dilemma.

From a business standpoint, I always strive to consider both my carbon footprint and my "carbon shadow". To simplify, it's about assessing not only the emissions associated with my travel but also the positive impact I can have by sharing knowledge and insights. For example, I was recently invited as a speaker at a major event in Stockholm in March. I knew this event would reach a broad audience, and I was eager to present ideas like the 'Doughnut Theory' that could potentially shift perspectives. In this case, I saw the value in travelling to contribute to meaningful discussions and inspire change. In essence, I aim to practice what I preach to my clients: travel less, travel better, and prioritise essential trips.

On the leisure front, I typically opt not to fly for holidays. Living in France provides ample opportunities to explore stunning landscapes via train or car. However, as my children grow older, I may consider air travel again to introduce them to different parts of the world. Still, my approach will always be more mindful, and I won't travel as frequently as before. Ideally, I envision air travel returning to what it once was: a scarce but wonderful experience.