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Getting to a “Yes” on SAF: Three Lessons for Corporate Travel

ParNatalia Safronova

Building support for Sustainable Aviation Fuel (SAF) is no longer just about explaining what it is or why it matters. For many organizations, the conversation has moved beyond awareness.  

The challenge today is turning interest into action by securing stakeholder buy-in, identifying funding, and creating a practical implementation roadmap. 

“Corporate buyers have an increasingly important role to play in reducing GHG emissions from aviation. The organizations that move first won’t have all the answers, but they will help shape the market and the best practices that follow.” – Kelsey Frenkiel, Director, Sustainability, GBTA Foundation  

During our latest SAF Corporate Connect workshop, Getting to a “Yes” on SAF, developed in collaboration with Shell Aviation, participants tackled that challenge through expert insights, peer discussion, and hands-on exercises. Here are three key takeaways. 

The Barrier Is No Longer Awareness. It’s Execution 

Awareness of SAF is growing across the business travel industry. Most organizations understand its role in reducing GHG emissions from aviation; the challenge now is how to leverage SAF as part of their business travel strategy. It’s understanding how to fund it, who should own it, and how to gain internal approval for investing in SAF. 

Organizations need practical tools, peer examples, implementation pathways, and approval frameworks to move from exploration to execution. 

Corporate participation also helps accelerate the market transformation needed to make SAF more widely available and accessible.

“The more organizations participate in SAF, the stronger the market signal becomes, and the more we have the impetus to scale SAF as part of the fuel mix for aviation.” – Lucy Hall, Senior Manager, Decarbonisation Strategy & Partnerships, Shell Aviation  

Key Insight: Many corporations assume that sustainability teams must lead SAF programs. In practice, successful initiatives are often co-owned by sustainability, travel and procurement teams, with finance engaged early in the process. 

Build the Coalition Before the Business Case

Successful SAF initiatives are rarely driven by one department. Travel, sustainability, procurement, finance, communications, operations, and executive leadership all have a role. Travel managers understand traveler behavior and airline relationships. Sustainability teams help align SAF with broader company goals. Procurement can identify sourcing and contracting pathways. Finance assesses costs and funding mechanisms. Communications and leadership teams help translate ambitions into credible narratives. 

Bringing these groups together early allows organizations to clarify ownership and accountability, work through questions and objections, and build broader internal support.  

Aligning these stakeholders early helps organizations address concerns, secure approval, and build long-term support for SAF investments. 

Early alignment can make the difference between a business case that stalls and one that earns organization-wide support.

“Think about internal stakeholders as much as external stakeholders.”  – Caroline Julian, Group Corporate Affairs Director, British Cycling 

Key Insight: The best SAF business cases aren’t one-size-fits-all. They connect SAF to what matters most to each stakeholder group. 

Start Small, Tie It to What Matters

Organizations don’t need to begin with a large SAF commitment. Many successful programs start with a pilot to test processes, build familiarity, and demonstrate value. 

The strongest business cases connect SAF to existing priorities, such as emissions targets, customer expectations, employee engagement, risk management, industry leadership, or broader sustainability commitments. 

A manageable pilot helps organizations learn, builds internal momentum, and lays the groundwork for future investment.

“If you’re getting started with SAF, maybe your first step is to choose to abate a percentage of your emissions rather than all of it.” – David Harben, Manager, Sustainability Consulting, Delta Air Lines 

Key Insight – A well-designed pilot helps turn SAF from an abstract concept into a practical experience, giving stakeholders confidence to understand how SAF can work within an existing travel and sustainability program. 

Access the Workshop Resources

Whether you’re exploring SAF or building a business case, these resources can help you take the next step: 

Resources for Every Stage of the SAF Journey

Find resources for every stage of your SAF journey: