Climate Clash & Click Wars: Aviation’s Green Fight and OTA Marketing Surge

We unpack two headline stories with major implications for the travel sector: the deepening clash over sustainable aviation fuel, and the record-breaking marketing spend from major OTAs as they fight for traveler loyalty.

Aviation’s Climate Claims Under Fire: The SAF Dispute Heats Up

At a high-profile industry meeting in India, IATA Director Willie Walsh didn’t mince words. Labeling the EU’s sustainable aviation fuel (SAF) framework a “great green scam,” Walsh accused fuel companies and policymakers alike of stalling meaningful progress toward the sector’s climate goals.

🚨 The Key Tensions:

• Airlines have committed to net zero by 2050, with a 5% emissions reduction by 2030.

• Yet, post-pandemic air travel is surging—and emissions are expected to surpass 2019 levels this year.

• Walsh says SAF producers like BP and Shell are backing off investments, and that EU policy is inflating costs without adequately supporting production.

• Fuel suppliers argue they’re on track to meet targets, blaming infrastructure gaps and regulation inconsistencies for the slow rollout.

As the aviation industry faces intensifying scrutiny—especially with World Oceans Day and global sustainability events on the horizon—the pressure is mounting to turn pledges into action.

✈️ Why It Matters for the Travel Ecosystem:

If aviation can’t scale its green transition quickly, travelers and companies will feel the pressure downstream—through:

• Higher fares as costs rise

• Increased regulatory focus on travel emissions

• Growing demand for carbon-conscious alternatives, including rail, staycations, or short-haul regional tourism

For short-term rental operators, this underscores the value of highlighting local experiences, positioning your property as a part of lower-impact travel options—especially for urban, rural, or rail-accessible destinations.

OTAs Go All-In on Marketing as AI Disrupts Discovery

While the aviation sector wrestles with climate logistics, online travel agencies are locked in a different battle—for consumer attention.

In Q1 2025, the world’s four largest OTAs—Booking Holdings, Expedia Group, Airbnb, and Trip.com Group—collectively spent over $4.5 billion on marketing. These brands aren’t pulling back; they’re scaling up.

💸 The Big Four’s Strategic Spend:

• Booking Holdings spent $1.8B, focusing on direct-to-consumer channels, social campaigns, and AI-driven personalisation

• Expedia Group launched its AI-powered “Trip Matching” tool, letting users convert social content like Instagram Reels into bookable itineraries

• Airbnb targeted growth in Brazil, India, and South Korea, using localized marketing and platform expansion

• Trip.com Group boosted spend by 30%, prioritizing storytelling, video, and reaching older travelers with curated content

These campaigns reflect a new reality: while AI is changing how people plan their trips, brands are doubling down on how they’re discovered—through social commerce, local influencers, and algorithm-optimized content.

📲 Implications for STR Professionals:

• The top of the booking funnel is shifting to social platforms, AI tools, and creator content.

• Competing for attention means going beyond static listings—think Reels, UGC, and micro-targeted paid ads.

• Consider partnering with creators or micro-influencers to tap into new discovery streams and demographics.

Marketing isn’t just about visibility—it’s about being where the conversation starts, whether that’s on Instagram, in a WhatsApp group, or inside an AI-generated itinerary.

Takeaways for STR Hosts

Here’s how to stay ahead in a landscape shaped by sustainability scrutiny and marketing muscle:

✅ Lean into Low-Impact Travel Narratives

• Highlight public transport access, bike rentals, or eco-conscious features

• Promote stays that align with guests' carbon-reduction goals

• Collaborate with local businesses to offer zero-waste experiences or community-led tours

✅ Modernize Your Marketing Funnel

• Build a mobile-first, AI-readable booking journey

• Test video-first platforms like Instagram Reels, YouTube Shorts, or TikTok to drive discovery

• Use retargeting and personalization to re-engage past guests and lookalike audiences

Final Thought: Be Ready for the Pivot

In today’s travel landscape, visibility and values drive bookings. Whether it's navigating climate backlash or standing out in a $4.5B ad war, success in 2025 requires STR professionals to market smart and operate meaningfully.