Several attempts have been made to make the aviation industry more sustainable with the help of environmental standards. This paper presents the idea of a new standard: the introducing an eco-label into the aviation industry. For this purpose 12 interviews with industry experts were conducted and thematically analyzed. It was discussed how environmental labels could be realized in the aviation industry. Eco-labels were seen as a useful tool for making environmentally informed choices. However, finding industry wide common agreement on eco-labels was seen as difficult and it would require an independent authority to set the right standards and rules.