50 Lessons in Sustainable Aviation: From 10 Notable Industry Leaders

50 LESSONS IN SUSTAINABLE AVIATION

CONT INTRODUCTION

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JOHN PAGANO - RED SEA GLOBAL

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SARA BOGDAN - JETBLUE

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ADAM DURANT - SATAVIA

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HOLLY BOYD-BOLAND - VIRGIN ATLANTIC

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GREGORY CONSTANTINE - AIR COMPANY

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ANDREAS KOLLBYE AKS - WIDERØE ZERO

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CONTENTS

TENTS BONNY SIMI - JOBY AVIATION

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NATHAN MILLECAM - ELECTRIC POWER SYSTEMS

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JANE ASHTON - EASYJET

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PAUL EREMENKO - UNIVERSAL HYDROGEN

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WANT TO KNOW MORE?

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SUSTAINABILITY IN THE AIR - THE BOOK

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HOW CAN WE HELP?

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HYDROGEN AVIATION POWERLIST 2023

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INTRODUCTION

INTRODUCTION At the recently concluded COP28 in Dubai, aviation industry leaders defended their sector's carbon emissions, emphasising commitment to decarbonisation but highlighting the need for more government and private sector support. They particularly urged financial assistance for sustainable aviation fuels (SAF) production, crucial for meeting the 2050 net-zero target.

These experts are revolutionising the aviation landscape, from redefining tourism practices to reducing contrail emissions to advancing the use of sustainable aviation fuel (SAF), promoting electric vertical takeoff and landing (eVTOL) aircraft, and exploring hydrogen and battery-powered solutions.

Through their insights, these visionaries reveal a collective journey towards a However, industry figures expressed future where innovation, sustainability, and concern that their sustainability efforts are aviation converge to pave the way for more not adequately communicated to the public. responsible and eco-conscious travelling.

The International Air Transport Association estimates SAF could significantly reduce emissions by 2050, but production is limited and costly. The industry has called for government policies to boost SAF production and affordability. For instance, the ICAO's third Conference on Alternative Aviation Fuels in November set a goal to cut aviation emissions by 5% by 2030 using SAF, signalling a clear direction for the sector's energy transition.

Hence, as we step into 2024, the aviation industry finds itself at a pivotal juncture.

Even though the pace of developments accelerated in 2023 – and it was transformational in many aspects – there are growing concerns about the industry not meeting its sustainability targets.

Over the past couple of years, our dedicated sustainable aviation podcast "Sustainability in the Air" has aimed to separate the signal from the noise by seeking expert opinions from a wide range of industry and industry-adjacent leaders.

This report showcases the insights gained from ten distinguished trailblazers in aviation sustainability, who were interviewed by Shashank Nigam, CEO of SimpliFlying, for our podcast.

50 LESSONS IN SUSTAINABLE AVIATION

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JOHN PAGANO - RED SEA GLOBAL

JOHN PAGANO CEO, RED SEA GLOBAL

Thinking beyond profitability Backed by the Public Investment Fund (PIF) of Saudi Arabia, Red Sea Global has been spearheading a new model of tourism development on the west coast of Saudia Arabia. It exemplifies how a business can challenge traditional profit-driven models and prioritise sustainability.

Pagano's decisive action to make the destination fully reliant on 100% renewable energy highlights the commitment to environmental responsibility – not just for optics but as a core business strategy.

Implementing an "ecological ceiling" Uncommon in an industry focused on mass tourism, Red Sea Global opts for conscious self-limitation, strictly controlling the number of visitors to maintain ecological balance.

Implementing such "ecological ceilings" and dedicating only a fraction of the vast site to development reaffirms the brand's commitment to conservation over unchecked growth.

Commitment to renewable energy Early on, Pagano decided to go 100% renewable by investing in the most freely and abundantly available energy source in the Kingdom: the sun. They are now creating the largest tourism destination in the world that is powered 100% by renewable energy 24 hours a day. Red Sea Global has the largest microgrid in the world and is building the biggest battery storage system in the world today.

We’re trying to demonstrate that customers will pay an extra dollar per night if they know their stay will not have a carbon footprint. This is not just a feel-good sentiment but also the right thing to do for the planet.

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Enhancing the net conservation value Through deploying sensors and real-time monitoring, Red Sea Global aims not only to sustain but also to enhance its ecological footprint. They are setting the ambitious goal of increasing the net conservation value of the destination by 30%, exemplifying a comprehensive approach to environmental preservation.

Actions over mere talk In an age of scepticism, Red Sea Global's commitment to transparency stands out. They openly share their baseline data, sustainability reports, and performance against goals, establishing trust by allowing stakeholders to scrutinise their efforts. Pagano says they have no qualms in failing transparently because that will increase the confidence and belief in what they’re doing.

Listen to the full interview with John Pagano 7

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SARA BOGDAN - JETBLUE AIRWAYS

SARA BOGDAN

HEAD OF SUSTAINABILITY, JETBLUE AIRWAYS Lead the charge, set the pace JetBlue's aggressive net-zero target for 2040, a full decade before the industry target, showcases a commitment to pioneering sustainability. The airline announced this ambitious goal in 2020 when it signed the Climate Pledge founded by Amazon and Global Optimism.

The 'JetBlue Effect' in sustainability An MIT study from 2013 examined how low-cost airlines help lower flight prices on average, terming this phenomenon the “JetBlue Effect”. Leveraging its history as a disruptor, JetBlue aims to replicate this effect in sustainability. The airline is already challenging norms and setting competitive benchmarks to inspire and prompt industry-wide sustainability improvements.

Customer-centric sustainability, without premium pricing JetBlue's commitment to high customer satisfaction extends to sustainability efforts as well. Their decision not to transfer the higher cost of Sustainable Aviation Fuel (SAF) to customers exemplifies this dedication. The focus remains on affordability and maintaining a quality flying experience.

Strategic pathways for emissions reduction Although not ruling out the potential inclusion of emerging technologies such as electric and hydrogen aircraft in their future fleet, JetBlue’s roadmap is designed to achieve their goals using only existing aircraft and SAF. Their agreements with Shell and Air Company for millions of gallons of drop-in SAF further support this approach.

Collaboration and merger to challenge industry norms JetBlue's merger with Spirit Airlines isn't just about market dominance; it's about leveraging a partnership to champion sustainability. Through this strategic alliance, valued at $3.8 billion, JetBlue seeks to amplify its route network and gain access to Spirit’s Airbus supply, intending to introduce more eco-friendly practices and challenge the "big four".

The rising tide will raise all the boats... Let’s raise the bar together. I think we’re going to have a compounding effect in the industry.

Listen to the full interview with Sara Bogdan

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ADAM DURANT - SATAVIA

ADAM DURANT

FOUNDER & CEO, SATAVIA Contrails - more than meets the eye Contrails, those picturesque trails left behind by planes, aren't just harmless clouds.

They're composed of ice crystals that trap heat and contribute significantly to global warming. A recent study found that contrails cause 57% of aviation’s warming impact.

Although only about 5% of flights generate the most problematic "persistent" contrails, not all are harmful – some even have a cooling effect. Understanding these distinctions is key to mitigating aviation's climate impact.

SATAVIA's innovative approach to contrail management SATAVIA's revolutionary contrail prediction software stands out.

Their meticulous weather models forecast not only dangerous ice conditions but also pinpoint which flights generate persistent warming contrails. By targeting these specific flights, they pave the way for smarter, eco-friendly flight planning.

Alliances for a Greener Sky The collaboration between SATAVIA and airlines like Etihad and KLM marks a significant step toward reducing contrail formation. They've actively worked to mitigate flights' environmental impact through strategic planning and analysis, setting a blueprint for broader industry changes.

Turning contrails into credits A potential game-changer in the aviation industry is the creation of contrail credits. Such credits could incentivise airlines to manage and curtail their contrail footprint, which is equivalent to CO2 emissions. This approach could be a pivotal economic driver for sustainable aviation.

Contrail management beyond the present Contrail management isn't a short-term fix – it's a long-term necessity. As the aviation industry explores the potential of hydrogen-powered aircraft, contrail management remains pivotal. In a future with hydrogen propulsion potentially increasing contrail formation, the solutions developed today will continue to hold significance.

We’re going to need contrail management in the future, even when we decarbonise and if we move to hydrogen.

What we’re doing today could be equally applied to hydrogen aircraft of the future. And by that time, we should be even better at contrail management.

Listen to the full interview with Adam Durant

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50 LESSONS IN SUSTAINABLE AVIATION

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HOLLY BOYD-BOLAND - VIRGIN ATLANTIC

HOLLY BOYD-BOLAND

VP CORPORATE DEVELOPMENT & SUSTAINABILITY, VIRGIN ATLANTIC SAF as the key decarbonisation solution For a long-haul-only airline like Virgin Atlantic, SAF is the most promising decarbonisation solution. Its recent landmark net zero transatlantic flight using 100% SAF signifies a significant step towards cleaner flying.

We are de facto relying on SAF to deliver 40% or more of the emission reductions we need to achieve as an industry by 2050.

Challenges and milestones in SAF adoption The journey to achieving the airline’s target of 10% SAF by 2030 faces many technical, regulatory, and supply challenges. VA has supported SAF for many years; in the past year itself, it has announced multiple partnerships. These include an agreement with Neste and ExxonMobil to supply SAF at London Heathrow as well as a huge agreement to purchase 70m US gallons of SAF from Gevo in partnership with Delta Air Lines.

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Importance of industry leadership and partnerships Promoting SAF supply requires regulatory support and concerted efforts across the aviation industry. For the historic transatlantic flight to take place, the airline put together a consortium with six partners – Boeing, RollsRoyce, Imperial College London, University of Sheffield, ICF and Rocky Mountain Institute (RMI) – and formed up to seven working groups.

Supporting diverse pathways and technologies in SAF production Boyd-Boland emphasises the airline’s industry leadership in this sphere – VA was the first airline to operate a flight on biofuel way back in 2008, in partnership with Lanzatech.

They have also partnered with innovative carbon capture startups, such as Air Company, to reflect the airline's diversified SAF procurement portfolio.

Corporate SAF programme Virgin Atlantic launched a SAF programme in 2022 to help its corporate customers manage their emissions. The programme uses internal data modelling to estimate carbon footprint and enables corporate customers to purchase SAF. This has helped VA fully cover the additional expenses for its SAF commitments last year and build further momentum for its demand.

Listen to the full interview with Holly Boyd-Boland 13

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GREGORY CONSTANTINE - AIR COMPANY

GREGORY CONSTANTINE CO-FOUNDER & CEO, AIR COMPANY

Making fuel from thin air Air Company is revolutionising sustainability by creating an array of products – vodka, perfume, sanitisers, and aviation fuel – solely from captured carbon dioxide. Leveraging their proprietary AIRMADE™ technology, they transform CO2 into eco-friendly goods, marking a paradigm shift in how consumer products are made and opening new vistas for sustainable industries.

Renewable energy at the core With a commitment to renewable sources, particularly solar and wind, Air Company's Brooklyn facilities generate hydrogen – a crucial component in their process. This clean energy not only powers their operations but also plays a vital role in producing SAF, which illustrates how renewable sources can drive large-scale industrial outputs.

Innovative single-step SAF production Air Company's breakthrough lies in their single-step conversion process, enabling the creation of high-quality sustainable aviation fuel from CO2. This innovation simplifies the traditional Fischer-Tropsch multi-step approach, making their fuel production more costeffective and efficient, while eliminating the need for blending.

Collaborations for the future of sustainable aviation Collaboration with major players like JetBlue, Boom Supersonic, Virgin Atlantic, and the US Air Force underscores Air Company's pivotal role in advancing sustainable aviation.

Their partnership with NASA to develop rocket fuel from captured CO2 highlights the dual benefits of space innovation translating into impactful earth applications.

What we’re seeing from an airline perspective in the US and Europe, is because of legislative changes, it’s helping drive consumer sentiment for wanting airlines to go green. But we need more of it.

Optimism for sustainable air travel

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When it comes to embracing a vision for a net-zero aviation industry, Constantine believes collaboration among companies is critical for scaling SAF production. With their global expansion plans and optimistic outlook, Air Company is poised to shape the future of sustainable flight and contribute significantly to aviation's carbon-neutral journey by 2050.

Listen to the full interview with Gregory Constantine 15

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ANDREAS KOLLBYE AKS - WIDERØE ZERO

ANDREAS KOLLBYE AKS CEO, WIDERØE ZERO

Greening regional routes Electric aircraft are well-suited for shorter regional routes, according to Aks. He believes that the demand for regional connectivity and advancements in electric aviation technology offers a unique opportunity for the introduction and mainstreaming of electric aircraft for short-haul travel. Widerøe's domestic flights cover a distance of less than 300 kilometres, making these routes an excellent testbed for new aircraft like eVTOLs.

Customer-centric approach to decarbonising aviation Aks believes a customer-centric approach is crucial for any technological shift in aviation.

Widerøe Zero has launched Air Mobility Labs in Norway to understand customer journeys and explore the potential of zero-emissions aircraft and eVTOLs. The labs will help build public awareness and acceptance before introducing new services.

Exploring the potential of hydrogen as a zero-emission jet fuel Hydrogen has the potential to replace traditional jet fuels, offering a path to zeroemission flights. However, using it requires hefty infrastructural investments and aircraft upgrades.

We really want to introduce a hydrogen-electric aircraft as soon as possible, even if it’s not liquid, just to start to learn how to deal with hydrogen.

The challenges of SAF Despite the buzz around Sustainable Aviation Fuel (SAF), its production is energyintensive and costly. The European Union's ReFuelEU Aviation mandate requires scaling up SAF uptake to 2% by 2025 and 70% by 2050, which would require significant production ramp-up. Aks believes it makes sense to save SAF for those who cannot use alternatives.

Partnerships with OEMs and investments in future technologies

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As an incubator for greener aviation, Widerøe Zero promotes innovations through partnerships. For example, last year they partnered with Embraer and Rolls-Royce for a study on a zero-emission regional aircraft and signed a Letter of Intent with Eve Air Mobility to purchase up to 50 eVTOLs for deployment in Scandinavia. While OEMs will bring technical know-how, Widerøe Zero’s extensive research through initiatives like the Air Mobility Labs will provide customer inputs to further refine the new technologies.

Listen to the full interview with Andreas Kollbye Aks 17

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BONNY SIMI - JOBY AVIATION’S

BONNY SIMI

HEAD OF AIR OPERATIONS & PEOPLE, JOBY AVIATION “Save a billion people an hour a day” Simi explains that getting to and from the airport is one of the most inconvenient parts of any trip. Joby Aviation, founded with the vision of “saving a billion people an hour a day,” plans to address this with an aerial ridesharing service that flies above traffic. Since eVTOLs rely on electric propulsion rather than complex jet propulsion, these aircraft will be cheaper to operate and maintain.

A Tesla-inspired network Building Joby’s eVTOL network will require extensive charging infrastructure. To meet the challenge, Joby is taking inspiration from electric vehicle manufacturer Tesla’s extensive charging network that utilises existing public and commercial sites.

Joby is currently in talks with major US airports to repurpose airport parking garages, where possible, for eVTOL charging stations.

Our eVTOLs will alleviate the pain, drama and frustration of the passenger's journey to get to their seat.

Noiseless travel Noiseless travel will be an attractive feature as eVTOLs become commonplace. Lower noise impact will allow them to fly in crowded neighbourhoods without creating disturbance. Simi says Joby’s eVTOL is extremely quiet, producing about as much noise as an air conditioner. NASA has even conducted a noise study on the aircraft to confirm Joby’s claims.

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Making pilot training more accessible Given the industry-wide piloting shortage, Joby has launched the Joby Aviation Academy to increase access to aviation education and fill the industry shortage. What sets Joby’s training program apart is that the goal is not to make money off their pilots but to produce more pilots for flight operations. Since profit is not the main objective of the training program, Simi hopes it will be more accessible to a range of socio-economic groups.

Opening up the skies for more female pilots As an aviator herself, Simi has noticed the lack of female representation in the field. Only 6.34% of pilots are female, which she believes is due to the demanding lifestyle and cost of education. Joby aims to change this by not requiring pilots to fly overnight flights and ultimately reach gender parity – a rarity in an industry primarily run by men.

Listen to the full interview with Bonny Simi 19

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NATHAN MILLECAM - ELECTRIC POWER SYSTEMS

NATHAN MILLECAM

- PRESIDENT & CEO, ELECTRIC POWER SYSTEMS The flight toward sustainable aviation Battery technology is at the heart of aviation's transformation to sustainability. Millecam emphasises this pivotal shift where batteries replace traditional fuel sources in electric and hybrid-electric aircraft.

However, the challenge isn't just environmental; it's also about maintaining economic viability in this transition. EP Systems strives to balance sustainability and affordability in its pursuit of a greener future.

Efficiency and economics: the EPiC model Electric aircraft offer 2 to 3 times greater efficiency than fossil-fueled planes. But to make this a reality requires pushing the boundaries of current battery technology. EP Systems, aiming to spearhead the next phase of electric aviation, has innovated over fifty aerospace battery propulsion systems, most recently the EPiC model. These advancements promise substantial savings, slashing maintenance costs and reducing environmental impact.

Safety standards and innovation Safety standards in aviation battery production pose significant challenges. EP Systems must meet rigorous regulations across different regions while scaling up production.

"Thermal runaway" or overheating is a critical issue in batteries – and even more so in aviation – requiring meticulous handling to avoid potential hazards. “The energy density of the battery pack is crucial in aviation, and this is our speciality,” he emphasises.

Versatile design and swift recharging EP Systems' innovative approach centres on creating adaptable battery modules suitable for various aircraft applications, a shift from the norm of custom-designed batteries. Such standardisation may lower costs and enhance production efficiency. Moreover, they’ve cracked the code on fast charging without sacrificing battery longevity, with the goal of achieving a turnaround time of about 20 minutes for a battery that’s 80% discharged.

We’re big believers in this sustainable space. We know we have to make advancements as a society. Our belief is that it will happen faster if we give economic arguments to the market to say this is a better technology than what you have today. It’s better than your thermal engine.

Sustainable sourcing and future readiness Lithium batteries, a primary component in EP Systems' technology, offer immense power density but also raise concerns about sustainable sourcing. Millecam sheds light on EP Systems' strategy – establishing local lithium sources and gaining control over the supply chain.

Listen to the full interview with Nathan Millecam

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NATHAN MILLECAM - ELECTRIC POWER SYSTEMS

JANE ASHTON

SUSTAINABILITY DIRECTOR, EASYJET Future-proofing with hydrogen propulsion Ashton believes in hydrogen propulsion because it is a more sustainable solution than SAF, with the potential to reach "true zero" emissions. Together with Rolls-Royce, they are backing the H2Zero initiative, which aims to test the use of hydrogen on a commercial scale. Ground tests have already shown promising results, with the successful testing of the world's first hydrogen engine aircraft in November 2022.

Immediate emission cuts and operational efficiency easyJet is cutting emissions by using more efficient Airbus NEO aircraft, and implementing eco-piloting measures. They are also retrofitting their planes with flight optimisation technologies to reduce fuel usage and expect to reduce carbon emissions by 88,600 metric tons of CO2 annually.

In all walks of life, emitting carbon is going to come with higher costs. This will drive our net zero pathway and all the incredible efforts going into decarbonising because we want to fly as carbon efficiently as possible. Itnot only makes sense for the environment but for the bottom line too.

Transitioning to direct carbon removal In 2019, easyJet became the first airline to offset all its CO2 emissions. However, by 2022, the airline discontinued the programme and now aims to attain net-zero emissions through direct air carbon capture and storage technologies.

Exploration of diverse alternative technologies

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easyJet is exploring different technologies for alternative aircraft, including the use of electric technology in their hydrogen planes. While they had previously partnered with Wright Electric for electric aircraft, they now believe that hydrogen propulsion is the way forward. However, they may still use high-power electric motors as part of a hybrid hydrogen solution in the future.

Innovation, collaboration, and industry leadership Ashton's open-mindedness toward technological exploration, including potential hybrid hydrogen-electric solutions, showcases its agility in exploring and adopting innovative approaches. Ashton’s stance on industry collaboration reflects easyJet's proactive involvement in industry-wide initiatives through alliances like the Jet Zero Council, positioning the airline as a catalyst for industry-wide sustainability efforts.

Listen to the full interview with Jane Ashton 23

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NATHAN MILLECAM - ELECTRIC POWER SYSTEMS

PAUL EREMENKO

CO-FOUNDER & CEO, UNIVERSAL HYDROGEN A modular revolution Universal Hydrogen’s first product is a conversion kit for existing ATR72 and De Havilland Canada Dash-8 aircraft to fly on hydrogen. It includes a fuel cell electric powertrain and lightweight, modular hydrogen capsules transported directly to the aircraft. The company’s vision is “to build a global hydrogen distribution network that delivers green hydrogen to any commercial airport in the world at a cost far below that of jet fuel.”

I like to analogise our business model to the Nespresso coffee model. We’re not a hydrogen producer. We buy the hydrogen in the same way Nespresso doesn’t grow their coffee, they buy the coffee. They use the existing freight network to deliver that convenient form factor to the end user. We do exactly the same thing.

Green hydrogen: cost-effective and environmentally friendly Green hydrogen's cost has been decreasing exponentially due to falling renewable electricity costs, while its production volume has been increasing. Eremenko foresees a further cost decline in green hydrogen production and believes it will reach price parity with jet fuel by the mid-2020s even without subsidies.

Betting on hydrogen instead of sustainable fuels

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Eremenko challenges the industry’s reliance on Sustainable Aviation Fuels (SAFs), advocating for a transition towards hydrogen. Despite SAFs being a current viable option, he argues that hydrogen's inherent sustainability outperforms SAFs, especially for future single-aisle aircraft.

He also discusses alternatives like ammonia mixtures for longer flights.

Starting small, building momentum: hydrogen-powered planes as trailblazers Universal Hydrogen is initiating smaller aircraft conversions to showcase hydrogen's potential.

Eremenko believes these small-scale hydrogen planes will set the stage for larger-scale adoption. Their successful test flight of the Dash-8 'Lightning McClean' demonstrates the viability of hydrogen-powered aviation and acts as a precursor for future developments.

Strategic collaborations: fostering partnerships for technological advancements Eremenko emphasises Universal Hydrogen's focus on perfecting hydrogen technology rather than manufacturing aircraft. Their approach involves collaboration with major aircraft manufacturers such as Airbus and GE Aerospace. This collaborative model mirrors the partnerships between app developers and tech giants, ensuring a comprehensive integration of hydrogen into future aircraft designs.

Listen to the full interview with Paul Eremenko 25

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WANT TO KNOW MORE?

Listen to more insights on our podcast

Hosted by SimpliFlying CEO and Founder Shashank Nigam, Sustainability in the Air is the world’s leading sustainable aviation podcast.

Over the past year, guests have included Amy Ruddock (Carbon Engineering), Tony Douglas (formerly Etihad, now Riyadh Air), Andrea Carroll (daa), Tom Kershaw (Travelport), Patrick Roux (SkyTeam), Carrie Harris (British Airways), Gene Gebolys (World Energy) and Susanne Beken (Griffith University).

Listen and subscribe to the podcast here:

green.simpliflying.com/podcast

Listen to more interviews Meanwhile, our Sustainability in the Air website includes weekly articles on sustainable aviation tech startups; reports on subjects as diverse as SAF and eVTOLs; and regular newsletters read by thousands of industry professionals to understand the ever-evolving space of sustainable aviation and the industry’s potential pathways to net zero by 2050.

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SUSTAINABILITY IN THE AIR - THE BOOK

Meet the pioneers of sustainable aviation Climate change concerns are making the aviation industry turn to sustainable aviation fuel (SAF), electric, and hydrogen-powered aircraft to cut emissions. However, scaling these technologies requires significant innovation.

Sustainability in the Air highlights the journeys of entrepreneurs, executives, and investors who are navigating these challenges and paving the way for the future of aviation.

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Learn more at sustainabilityintheair.com

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WHAT CAN WE DO FOR YOU?

Over the past fifteen years, SimpliFlying has worked with over 100 airlines and airports globally to help build trust in travel. We have also helped various technology companies scale up within aviation.

Here are some ways we can help you in making the future of travel more sustainable: 1

Share your vision via our podcast Let your CEO be interviewed by Shashank Nigam and share your vision for a sustainable future for travel on Sustainability In the Air. Find out more on becoming a partner.

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Build thought leadership through bespoke reports We can help you build thought leadership on a particular topic that you'd like to "own". Check out a sample report we did with a partner recently.

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Grow your brand in aviation SimpliFlying has helped a multitude of technology firms scale up in aviation.

From launching an airplane to marketing an Airbus A380 engine. We can help you simplify your brand and help build awareness with key decision makers.

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