And for that, we need cross-sector collaboration. At Travalyst, we’ve been focusing on getting sustainability information into the places where travellers are searching for and booking their trips. Through the Travel Impact Model – developed by Google in collaboration with Travalyst – aviation emissions information alone has been seen in billions of searches worldwide. The travel industry holds an enormous amount of data, but it’s not being shared openly and accessibly to help drive action. Governments, transport companies, OTAs, and many other businesses need real data to tackle this challenge.