It's not really about stopping your average family going on their summer holiday. But there does need to be a realisation that:
a) aviation will be one of the hardest industries to decarbonise, so we need to get started ASAP
b) reducing unnecessary flying will be an important part of that.
I think a good first step would be to reform Air Passenger Duty to help influence airline and customer behaviours. Some sort of "climate multiplier" on top of the current rates:
- 0.75 for flights on next-gen or turboprop aircraft.
- 3 for flights where there is a viable train alternative (eg, >5 direct trains per day, <5 hrs journey).
- 10 for private jets (or 50 tbh).
- 1 for everything else (ie, unchanged).