Air Partner has embarked on heavy investment in the jet card market with the formation of a JetCard Division to develop its successful Jet Membership Programme, launched 18 months ago.
JetCard will be headed by Jonathan Breeze, former Commercial Director of NetJets Europe, who joins post-EBACE and, with the recruitment of his own team almost complete, he will lead one of the strongest teams promoting business jets in Europe today. A Falcon 900 captain and former RAF pilot, he has worked at the
forefront of the development of business jet travel in Europe over the last four years and brings with him a wealth of experience.
At the Company’s interim results in London last month, chief executive David Savile told shareholders “In just under 18 months, we have created our own card scheme, allied it to a strong partner in the US, and fully proven the concept; our pricing matrices work, our clients are satisfied, are returning for more, and we are
already profitable.” Savile further explained “The clear driver to this growth originates from the arrival of fractional ownership schemes which, having failed on their primary aim to win corporate fractional sales, turned to the retail market and used huge marketing spend to convince an increasing population of high net worth individuals to use private jets for their leisure travel.
“However, and it’s a big ‘however’, while the fractionals have grown that market, they have not done so profitably. Creating these schemes and finding demand for them required huge capital investment, disproportionate ongoing operating costs and, on the evidence to date, not only have they failed to reach break-even, but also they seem to be increasing their losses with increasing sales.
“Our aim is to grow our profitable card programme with increasing volumes while others continue to spend their millions on the marketing.”
Speaking about his new role, Mr Breeze stated: “Air Partner has the vision to see that there are thousands of potential customers who crave security, certainty, flexibility and service, but many are unaware of the options available to them. The new JetCard, to be launched in early summer, will be the most compelling offering available and will guarantee the finest aircraft, the highest standards of crews, and certain availability without exceptions for peak travel dates. From the pricing point of view, it will offer the best value for money, an immediate refund if you change your mind, and no fuel surcharges.”
