Last year, we assessed the top 50 Atol holders against several key sustainability markers, and our findings were frankly disappointing with more 40% making no reference to sustainability at all on their websites.

Meanwhile, only 30% had published comprehensive sustainability strategies, with a mere 14% having set themselves science-based targets aligned with the Science Based Targets initiative’s (SBTi) corporate net-zero standard.

Fast-forward to March 2025 and while progress remains slow, there are signs of movement in the right direction. While a remarkable 30% still fail to mention sustainability in any capacity, 38% have shared detailed sustainability strategies, and 16% have committed to SBTi-aligned targets.

Slow progress

The top 50 Atol holders represent the UK’s leading travel companies, with power to influence both suppliers and customers. This group has a unique opportunity to help accelerate change and play a pivotal role in ensuring the long-term sustainability of the UK travel industry.

While acknowledging meaningful change takes time, if the largest companies – those both with the most resources and the greatest environmental impact – are not leading the charge, then how can the tourism sector, responsible for about 10% of global greenhouse gas emissions, transition to a sustainable future?

It would be easy to end this article right here on a resounding note of frustration, but a closer look at the figures paints a more interesting and optimistic picture.

A closer look

Firstly, it’s important to note not all UK travel is Atol-protected, although it’s estimated around 50% is, capturing the UK’s largest travel businesses. As such, evaluating the top 50 Atol holders does provide a valuable snapshot of broader industry trends.

Since the pandemic, there has been considerable consolidation within the Atol market. The Top 10 Atol holders now constitute 80% of the total market, compared with 65% in October 2019 – the last renewal before Covid.

All 10 feature sustainability on their websites; eight out of these 10 have published comprehensive sustainability strategies, and four have actually committed to science-based targets.

It’s clear these industry giants recognise the importance of robust environmental strategy. Large businesses invest heavily in research to predict trends and stay ahead of their competitors, creating opportunities for small to medium-sized travel businesses to follow in their slipstream.

Tui began its sustainability journey in 1990 when it established its environmental management unit. It has by 2030 committed to cutting emissions from its airline by 24%, its group-operated hotels by 46.2% and its cruising operations by 27.5%, all compared with 2019 levels. These goals have been validated by the SBTi, and Tui shares its progress on its website at regular intervals.

Last year, Saga plc – another top 50 Atol holder – signed the SBTi’s commitment letter, confirming their intention to set science-based emission reduction targets. We look forward to seeing their progress reflected in their next sustainability report.

What does good look like?

The top 50 list is dynamic, with companies constantly jostling for position. But our message to all those in the top 50, those on the periphery and, indeed, any UK travel business is clear: if you are yet to define a robust sustainability plan, now is the time. Making a start is easier than you think, and aligning with global trends towards sustainability helps your business to remain relevant and keep pace with industry leaders.

Booking.com’s latest sustainable travel report illustrates just how important this is, with 75% of respondents keen to travel more sustainably over the next 12 months and 43% admitting they feel guilty making less sustainable travel choices.

However, a robust environmental plan is not just about responding to growing customer demand for sustainable options, it’s also a vital tool for managing costs and mitigating risks.

In today’s volatile operating environment, travel companies face mounting challenges, from the threat of global trade wars and ever-changing regulations to the increasing frequency of extreme weather events that can disrupt operations, supply chains and customers’ itineraries.

By embedding sustainability into their core business strategies, companies can build resilience, reduce exposure to volatile fuel and energy prices, and future-proof their operations.

Forward-thinking travel businesses understand sustainability is no longer a "nice to have", but a crucial component of long-term risk management and financial stability in an increasingly uncertain world.

Patrick Richards is co-founder of TerraVerde Sustainability, TTG Media’s sustainability partner.