As primary producers of knowledge, academics are required to create and disseminate research. The advent of internationalisation has given great emphasis to the importance of travel as it pertains to the success of an academic career and the international standing of an institution. However, academics who are highly aeromobile—particularly researchers working in the field of climate change—are now facing allegations of hypocrisy that in some cases may compromise the efficacy of their (climate) research. The novelty of this chapter arises from the application of the cultures framework to the study of academic air travel. It highlights three key elements—cognitive norms, practices and material culture. In this chapter, the cultures framework is adopted to provide a structure within which to consider individual and institutional pathways to achieve a reduction in academic flying. By exploring the interplay of cognitive norms, practices, material culture, support and barriers, the gap between academic theory and institutional realities and practices can be systematically explored and fully elaborated. Furthermore, in doing so, academics may be encouraged to engage in critical self-reflection of the cognitive dissonance between personal intentions to reduce air miles and behaviours to the contrary.