As people wake up to the impact of their everyday decisions on the environment, they’re looking for alternative ways to enjoy their favourite leisure pursuits. It’s why many Europeans are embracing ‘slow travel’, swapping instant gratification for eco-friendly and experience-led trips on trains.

In a world where time is the ultimate luxury, Swedes are making eco-friendly travel choices by opting to catch trains rather than planes. With a view to combating climate change and maintaining social capital, people are happy to spend longer getting to their destination.

Despite a rise in public conscious over green issues, budget airlines have fuelled holidaymakers’ thirst for travelling further and more often. But the environmental consequences of this ever-growing market are huge. So why do people find it hard to live up to their eco-ideals when it comes to air travel? And how can brands help them to fly greener?

Sleeper trains may seem like a relic from the past, but the next generation is tackling some of the pain points of air travel. The Caledonian Sleeper will offer passengers a trip from London to Scotland that’s greener than flying, more reliable than driving, and cheaper than staying at most hotels.