Julia Wetter-Studinka

Julia Wetter-Studinka, Head of Regional Sales Switzerland at SWISS, talks about the levers and drivers helping the aviation industry transform for the next generation of travelers.

What does sustainability mean for you at SWISS and what are your long-term goals in this area? 

At SWISS – and more widely in the Lufthansa Group – we take the topic of sustainability very seriously. We also recognize that our customers want us to take ESG seriously and take action in a credible way.

We’ve set ourselves quite ambitious targets. By 2030, we want to reduce our net CO₂ emissions by 50% compared to 2019. By 2050, we want our flight operations to be carbon neutral.

We’ve a lot of hard work ahead of us over the next 25 years. But we’re also excited about the drivers and levers available to us in emission reduction, waste management and technology development.

Let’s start with emission reduction. Which levers are you pulling?

In terms of reducing our CO₂ emissions, the biggest impact at present comes from fleet modernization. Our state-of-the-art models like the Airbus 320 Neo or the Airbus 350, which we’re rolling out later this year, emit some 20% less than their predecessors. We’ve invested more than 8 billion Swiss francs in modern aircrafts and have one of the youngest fleets in the whole of Europe. It’s a good start, but these planes have a lifespan of 20 to 25 years, so we also have to really look into other means.

That’s why, for now, we’re focusing on developing and scaling the use of sustainable aviation fuel as we work toward our targets. Sustainable aviation fuel basically means all the different fuels produced without the use of fossil energy sources that are compatible with today’s aircraft engines and existing infrastructure. Currently, it’s mainly biofuels available on the market. In very simple terms, for example, used cooking oil that’s been processed for use in our tanks. This procedure already allows for an 80% reduction in CO₂ emissions compared to fossil fuels. However, only 0.5% of the worldwide fuel demand can be met by biofuels at the moment. It’s currently also three to five times more expensive than fossil fuel.

What’s the role of scientists, innovative business players and other stakeholders in the development of more sustainable technologies?

We believe it’s really important to partner with other stakeholders to develop and support new technologies. One exciting area is power-to-liquid or sun-to-liquid fuels, where CO₂ and water are turned into fuel using solar energy. A lot of research, technological development and significant investments will be needed to produce these fuels at commercial scale. Since 2022, SWISS has been an investor in Synhelion, an ETH spin-off that develops CO₂-neutral kerosene with concentrated sunlight. They launched their first demonstration plant last summer. I’ve actually been there and held this little glass of sustainable sun-to-liquid fuel in my own hands. That was really a key moment because we’ve had this cooperation for a long time and now it’s picking up and getting tangible. I think it’s a really nice example of a great partnership.

Corporate customers and travel agencies are key stakeholders for us and they can make a big difference as well. We’re working with some of them to analyze and optimize travel, and have introduced more sustainable options. For example, corporate customers and travel agencies can purchase a certain volume of sustainable aviation fuel from us, which reduces their travel emissions. Essentially, it’s about working together to achieve our shared sustainability goals.

How are technology and innovation making your business more sustainable beyond the fleet and fuel aspect?

We’ve partnered with Google to create an operations decision support suite, where we look into all the data for improved operations planning and steering. For example, we analyze whether air traffic control, crew and aircraft are available. When all this information comes together, you have an optimal basis for operations planning and steering. It also makes sense from a sustainability perspective and leads to significant fuel savings.

Beyond sustainability, one particularly innovative topic which is near and dear to me is the Travel ID. When you create a profile with a Lufthansa Group airline like SWISS, Austrian Airlines, Lufthansa or Brussels Airlines, you have everything easily accessible in one place and receive personalized offers and other communications that are tailored to your needs.

How do customers experience sustainability when traveling with SWISS?

Sustainability starts at the booking stage. We first introduced “green fares” in Europe and, since December 2024, they have also been available on intercontinental routes. Customers can choose a fare that already has 20% of the flight-related emissions reduced by sustainable aviation fuel. The other 80% are offset through a contribution to high-quality climate protection projects.

Right now, more than 5% of customers book these fares on our webpage. In Business class, we see that up to 20% of passengers book these more sustainable options. It’s a big lever and we can really tell that being able to choose this option is attractive for our customers. We are working continuously to enhance and develop the more sustainable choices that we offer.

Something you might not notice at first glance when traveling with us is our focus on the in-flight aspects. In other words, how we use more sustainable materials, reduce single use plastic and aluminum, food waste and so on. Let me walk you through how a customer might experience this. Before passengers even get to the airport, they can pre-order their meal on European flights in Economy class or pre-select meals in Business and First class. Customers appreciate the choice and we see benefits in terms of planning and reduction of food waste. We’re also testing AI-based consumption analysis in the future to reduce waste even further.

Tell us about some of the key trends and challenges you foresee for the airline industry. How is SWISS preparing to address them?

Let me reiterate some of the sustainability developments that we’re following and supporting, but that aren’t quite ready yet. There may be electric planes in the future, but they will be small, with space for just 20 to 40 seats, and only suitable for short distances. And I think it will still take many years or decades until a hydrogen-powered plane comes onto the market.

Digital transformation and the whole topic of personalization is something that’s very much on our radar as well. We’re already using data-driven insights and AI to deliver a personalized, seamless customer experience across different real-world and digital touchpoints. This is something that will mature and become more concrete.

Another big question is how we can best reach the next generation of travelers, including through their preferred channels like TikTok and Instagram. It’s a very interesting market. Many young people want to travel. Even if they’re conscious of their CO₂ emissions, air travel remains an attractive option, and it’s important to invest in sustainable fuel and offer carbon offsetting.

For SWISS, specifically, this is something we balance with our ongoing commitment to a premium offering that is built around Swiss hospitality and high-quality service.