Production reveals the truth behind those cheap holiday flights

Cheap flights have transformed the holiday industry and the way we fly around the globe. A new OU-BBC co-production takes a closer look at these bargain deals which have helped many people travel to the sun.

Cheap Flights: What They Really Mean For You is a one-off documentary to be broadcast on Thursday 28 November on BBC One at 9pm and then will be immediately available on BBC iPlayer.

It will examine whether new technology – innovative fuels and battery-powered planes – that are poised to change the way we fly, really will make a difference. If they do reduce the environmental impact of flying, the programme asks whether this will lead to an increase in prices.

Societal impacts

The BBC’s Climate Editor, Justin Rowlatt, presenter Michelle Ackerley, and science reporter Fran Scott investigate if it’s possible to keep flying abroad with new greener options. They find out if the government’s plans are realistic and see what the alternatives are to flying. Plus, they find out if the changes will mean more expensive flights. 

The programme takes viewers behind the scenes at Gatwick Airport to find out what is being done there to reduce carbon emissions and there’s also a look at how new aviation fuels are being made at an oil refinery in Humberside.

Lecturer in Marketing in the OU’s Business School Morteza Abolhasani is one of three academic consultants on the programme. He said:

As a nominated academic for this co-production, my work focuses on exploring consumer behaviour, consumer psychology, and sustainable consumption, which align closely with the programme’s themes.

The programme provides a fascinating insight into the environmental, financial, and societal impacts of travel, encouraging viewers to reflect on the true cost of their travel choices.

It’s a timely and thought-provoking programme that I hope will spark meaningful conversations about how we can balance our love of travel with the need for sustainability.”

Fellow academic consultant Gordon Liu, Professor of Marketing Strategy, adds:

This programme delves into the critical debates surrounding the net-zero goal and its implications for air travel—a topic of increasing importance in a world that prioritises sustainability.

My research explores how consumer behaviour is shaped by both incentives and challenges, directly aligning with the themes discussed. While the net-zero objective is an essential aspiration, it must be carefully balanced with the economic realities faced by individuals and industries.”

He said that in conjunction with the BBC programme, some supplementary resources are available on our OU Connect site, giving more insight into sustainable travel across Europe, illustrating the trade-offs between managing costs and achieving the net-zero objective. It aims to equip viewers with a deeper understanding of the complexities involved.

Fellow academic consultant to the programme was Dr James Warren, senior lecturer in the school of Engineering and Innovation, in the STEM faculty.

Supporting Online content

Visit our Broadcast & Partnerships site OU Connect where you can find extensive resources and information on topics related to this programme. Explore the environmental impact of journeying to popular international travel destinations with our interactive map and discover how you might be able to reduce your carbon impact.  

Main photo: Presenter Justin Rowlatt in a flight simulator, copyright Attaboy TV.