Sabre Holdings CEO Sam Gilliland criticized WWF UK for urging firms to "cut travel outright" rather than focusing on carbon efficiency.

In a commentary published by Air and Business Travel News, Gilliland slammed WWF UK's One in Five Challengefor "singling out travel" with a "crash diet." "Make each trip more environmentally efficient rather than simply cutting the trip, reward sustainable suppliers with more business, and look at travel in the same way as other parts of the business," Gilliland argued.