Sustainable Aviation Fuel (SAF) purchasing for business travel is on a fast upward trajectory, according to new research from the GBTA Foundation’s Acceleration Challenge. Global travel programs with Net Zero commitments are leading the way in SAF adoption, enabled by strong emissions management, internal carbon pricing and flexible purchasing options, according to the report. The GBTA research also highlights the biggest barriers slowing broader uptake, including uncertainty around accounting standards, cost sensitivity and limited internal readiness.

The report, titled “Corporate Behavior on Sustainable Aviation Fuel Purchases,” draws on data from 58 SAF‑purchasing organizations that participated in the GBTA Sustainability Acceleration Challenge. As the global business travel sector works to decarbonize, sald the report, SAF remains the most viable near‑term lever for reducing aviation emissions.

Unveiling the report at the Sustainable Aviation Futures MENA Congress in Dubai, GBTA’s  Delphine Millot, senior vice president, advocacy and sustainability, who also oversees the GBTA Foundation, said, “With clearer guidance, lower barriers to entry and stronger education, many more companies around the world could begin the journey towards incorporating SAF into their decarbonization strategies.”

The report reveals that SAF buyers share clear, common characteristics:

• Twenty percent of travel programs are purchasing SAF certificates to abate business travel emissions in 2025, a 30% increase from the previous year. There is also an “intent ready” segment of buyers (11%) who plan to purchase within a year.

• Companies with a high reliance on travel and strong Net Zero commitments are leading adoption. Companies in technology, transportation and travel services, and pharmaceutical and life sciences represent the bulk of current buyers, as industries with a high reliance on air travel and heightened expectations for climate leadership.
  
  
• Large, global travel programs dominate. Organizations with more than 10,000 employees or over $50 million in annual travel spend account for the majority of today’s SAF purchases, reflecting their greater internal sustainability infrastructure, governance and resources. A significant share of SAF purchasers operate global travel programs, benefiting from centralized policies, harmonized reporting and multi‑market oversight that make SAF procurement more feasible.
  
  

The research identifies three primary enablers that consistently distinguish SAF buyers from non‑buyers:

• Strong emissions tracking, reporting and target setting. 
• Internal carbon pricing as a practical finance tool. 
  
  
• Flexible, accessible purchasing channels. 

While SAF interest is rising, adoption is still limited. The report highlights key barriers:

• Cost sensitivity and low willingness to pay. Most companies — SAF buyers and non‑buyers alike — are unwilling to pay more for sustainable travel options, although a 5%-10% airfare increase can materially support SAF production.

• Uncertainty around standards and future counting rules. Nearly half of companies remain unsure whether SAF certificates will count toward emissions‑reduction targets. Recent draft guidance from climate‑standard setters may help, but previous ambiguity has slowed long‑term planning.
  
  
• Limited internal readiness among smaller programs. Companies without established emissions tracking, centralized travel governance or sustainability budgets often lack the foundational tools needed to initiate SAF procurement.