Industry Analysis

Interest in private air charter has soared to new heights in the aftermath of the pandemic. Industry tracker WingX reported in June that business jet operations were up by close to 20% when compared with 2019 levels, and it also recorded 3.3 million business jet take offs in 2021, a record for a single year. Meanwhile, global aviation service provider, ACC Aviation, reported charter flight bookings were up by 30% in Q2 compared with the same period in 2021.

However, it’s no secret the industry has also been the subject of some hotly contested debates in recent months – with passionate arguments on both sides of the fence.

For a number of reasons, the private air charter industry is particularly open to scrutiny, which means correct messaging and communications are essential. An opportunity is presenting itself for air charter companies to take control of the narrative surrounding the business and reshape it in a way which paints them in a positive light. Those that set the pace here, will also set themselves above their competition.

In an industry which comes under fire so frequently, preparation is essential. Questions the media might pose can be anticipated relatively easily, which means stock responses can be prepared, ready for adaptation to suit the specifics of the questions. In addition to prepared responses, content creation is key to persuade those on the fence of the benefits of private charter travel. Time saving, travelling on the passenger’s own schedule and the ability to access a larger range of airports are all, of course, among the most important of these benefits.

However, there may also be an opportunity to be bold and raise the questions around more thorny issues – for example, could more people travelling by private jet, rather than large commercial flights, potentially be beneficial for the environment? Under-filled commercial flights can create more carbon emissions per passenger, and many private air charter companies are moving faster than commercial airlines in taking measures to make flying a more sustainable form of travel. Some are committing to becoming entirely carbon neutral by set deadlines, whilst others are operating carbon offsetting schemes, using SAF and investing in electric-powered or more fuel-efficient planes.

In the current climate, any private air charter business that can get ahead of the curve and tell these types of stories, is putting itself in a good position.