Impacto de las políticas de sostenibilidad en la competitividad y la reputación de las aerolíneas: un análisis de los informes de sostenibilidad

Abstract

In a world where sustainability has become a global priority, the aviation sector is aligning with the net-zero emissions target for 2050, driving airlines to meet minimum sustainable aviation fuel (SAF) consumption requirements established in Europe by the ReFuelEU Aviation regulation. This study analyzes the impact of SAF adoption on six European low-cost airlines, projecting a baseline scenario for 2030 and evaluating their ambitions regarding SAF consumption, emissions reduction, and economic impact. Additionally, it examines their degree of alignment with ESG reporting standards, assessing the importance of transparency in their competitiveness and reputation. The methodology is based on the analysis of the airlines' annual and sustainability reports, extracting key indicators for evaluation. Comparative analyses, financial projections, sensitivity analyses, risk and opportunity matrices, as well as a roadmap aimed at airlines with low sustainability implementation, are conducted. The results position Norwegian as the most ambitious and transparent airline, while EasyJet stands out for its high level of reporting transparency, although with more conservative targets. Vueling and WizzAir show similar levels of transparency, with slightly ambitious and coherent goals. Finally, Ryanair and Eurowings present opposite combinations of ambition and transparency, which may lead to strategic inconsistencies. The economic analysis reveals that SAF investment is not financially profitable in the short term but provides key intangible benefits in terms of reputation and regulatory compliance. In conclusion, the study confirms that alignment with current regulations is a common factor among all airlines and it demonstrates that coherence between climate ambition and transparency in communication strengthens credibility and strategic positioning, while its absence can generate distrust and negatively affect competitiveness.