From extending its fleet to sponsoring prestigious global events, US private aviation firm Flexjet is taking its business to the next level, says European managing director Ben Bewsey.
With the growth in private jet travel post Covid, Flexjet is poised to grow its fleet and meet the demand of a new generation of business traveller, in the US and beyond.
Tell us about some of your highlights for 2023 and what you are most looking forward to in 2024
Flexjet really moved into a new phase in 2023. We made some significant fleet and infrastructure developments, including the opening of our new US$50 million Global Operations Center in Cleveland. Our global fleet now numbers more than 270 fixed wing aircraft and 19 helicopters. Demand for our services is robust and continues to grow, both in North America where we have been long-established since 1995, and globally.
With our unique approach to service and our world-class fleet offering – outside of the US it includes the super-midsize Praetor 600 and ultra-long-range Gulfstream G650 – we are successfully differentiating ourselves at the premium end of the private aviation market.
You sponsor one of the most glamorous events on the sporting calendar, the Snow Polo World Cup St. Moritz. To what extent it has raised your profile and will you be partnering with any similar events in 2024?
Our sponsorship of the Snow Polo World Cup began three years ago and we now headline one of the six polo teams in the competition. Polo is a sporting passion of many of our aircraft owners, so we were delighted to invite them to spend time with us there, extending VIP hospitality at the event and in St. Moritz over the weekend. With many of our aircraft flying into nearby Samedan Airport, it also enabled us to showcase Flexjet to a wider audience of prospective customers.
Our other sporting associations and partnerships include Royal Ascot, for which we are the Official Private Aviation Supplier and host of the official event heliport. Similarly at Goodwood Revival, where in 2023 we launched the event’s first ever period-style lounge for those flying in or out by helicopter. We also align with passions for our aircraft owners in art and culture, such as sponsorship of TEFAF Maastricht. Furthermore, we create a calendar of exclusive, private events of our own, such as wine tasting at private vineyards.
Who are your customers globally and how is that changing? Are you trying to tap into any particular demographic right now?
Our premium programmes are aimed at frequent flyers and are proving compelling to Ultra High Net Worth Individuals across an increasing breadth of countries. We see particular interest from entrepreneurs and business owners in sectors such as financial services, tech and real estate.
Tell us about the different ownership programmes you offer
The pinnacle of the Flexjet experience is built around our shared ownership programme, whereby owners invest in a share or fraction of an aircraft, and in return receive exceptional levels of personalised service, convenience, travel flexibility and discretion. For a super-midsize Praetor 600 fleet, this is typically a 16th share, which equates to 50 hours of flying time per year, and for an ultra-long-range Gulfstream G650, an eighth share equating to 100 flying hours. Owners then pay a monthly fee to cover flying costs such as crew, maintenance, insurance and fuel.
Shared ownership with Flexjet is an appealing alternative to buying an aircraft outright, as it removes so many of the considerations and hassles of ownership, but maintains many of the benefits. For those looking to try the Flexjet service for the first time, we also offer a 25-hour Super-Midsize Jet Card.
One of the services you offer is Red Label by Flexjet, which enables users to “experience the feeling of owning their own aircraft” and offers a greater level of personalisation. Tell us about that
Red Label is Flexjet’s premium service offering, and includes only the finest ultra-modern private jets, a dedicated captain and crew per individual aircraft registration, and impeccable cabin interior styles and features that make each flight feel like a relaxing extension of home.
We recently launched a new cabin server training programme and facility, the Red Label Academy, where our cabin servers are trained to a five-star hospitality standard that’s unrivalled in private aviation.
In addition to the bases in the US, there’s outposts in Malta, Milan and Farnborough in the UK. Are there any new outposts on the horizon?
Our global growth will continue to be driven from our bases in the US and in Europe, which include our Tactical Control Centre at Farnborough Airport, a further Operations Centre in Malta, sales and experience centre in London’s Mayfair, and a group maintenance facility in Milan.
However, with our fleet capable of long range connections – including the ultra-long-range Gulfstream G650 – our clients are increasingly based even more broadly across the world, and owners are flying between Europe and The Middle East and Asia. Our EMEA-based team is made up of more than 20 different nationalities, and offers multiple language capabilities, so we’re well-placed to serve clients globally.
Alongside private jets, you have a global helicopter business. Can you elaborate on that, including target markets for 2024
We launched our helicopter fleet offerings in the US in 2022 and then in Europe in 2023, focused around the impressive Sikorsky S-76 Super-midsize helicopter. Our rotary fleet acts as an important ‘last mile’ solution for our jet owners, providing them with fast and direct airport transfers from their home or city centre. We also offer standalone helicopter services to clients in our service areas, which are currently the Northeast US around New York, South Florida and in the UK. Expansion of the fleet is a focus for this year, and we’ll look at new markets, according to customer demand.
What are some of the current trends you’re noticing in the world of private aviation and how are you responding to those?
Since the pandemic, there’s been significant industry consolidation and a gravitation towards larger fleet operators and subscription-based flying. Globally, shared ownership is seeing a strong demand versus charter and other forms of private jet travel, with shared ownership fleets flying more than at any time in the last four years.
What are your goals for 2024 and where do you see the company headed over the next three to five years?
Our focus this year is really to continue to accelerate awareness of Flexjet outside of the US, building on the momentum that we’ve generated over the past few years. Globally, we’re expecting sales to grow six per cent in 2024, doubling our pre-pandemic sales in 2019.
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