PrivateFly was acquired last September by the American group Directional Aviation. Can you introduce us to your new owner?
Adam Twidell - Directional Aviation doesn't do a lot of promotion, but it is a very broad group of companies, all involved in private aviation. Concentrating its investments in this area, Directional Aviation is pursuing a strategy of vertical integration of the business. We, PrivateFly, offer on-demand private jet hire, as does Skyjet in the United States, a company with a similar positioning. But they also own Sentient, one of the biggest players in the US when it comes to buying jet cards, or à la carte flight times. They also have a company, Flexjet, which offers fractional ownership and shared hours solutions. Finally, Directional Aviation also has its own aviation company, Nextant.
What are the reasons for this takeover?
A. T. - This American group wanted to expand their activities in Europe. They felt that the market was still under-exploited. So it was the right time to do it. We are their third acquisition on this continent after Flairjet in the UK and Sirio in Italy. Like Flexjet in the United States, these two players specialise in shared ownership and will compete in this segment with Netjets, the European leader. For our part, we are their entry-level offer for customers who simply want to book private jet flights.
When you say entry-level, what do you mean by that?
A. T. - I say entry-level because it's the most cost-effective way to use private aviation, without the fixed costs or obligations of ownership. The customer pays every time he or she travels, at market price. This is the original principle behind PrivateFly: when I was a pilot, I flew customers who weren't always satisfied, didn't know whether they were paying the right price or not. the right price for this service. In reality, they had no way of knowing. Our platform, by connecting customers and private jet operators (editor's note: PrivateFly has a network of over 7,000 accredited aircraft worldwide), provides this transparency. What's more, booking is quick and easy, via our website or via the PrivateFly website. our mobile application. But you can also contact us by phone, by email or by instant messaging such as WhatsApp or Telegram. We adapt to the habits of each of our customers.
By connecting customers and private jet operators, our platform provides transparency.
What synergies are possible between the various Directional Aviation companies?
Adam Twidell - We are going to merge with Skyjet, and the whole group will be brought together under the PrivateFly brand, thanks to our technological know-how and our recognition in the digital arena. This will enable us to reach a strategic market, American leisure and business travellers. Furthermore, as another great synergyWith Nextant, we will have access to around ten Nextant aircraft based in Europe. With this sister airline, we will be able to offer exclusive deals at the best prices, in complete transparency with the offers of other operators.
How is the corporate world approaching private aviation?
A. T. - Companies understand exactly what it can do for them. For them, it's a real business tool. When they employ their CEO for x million dollars a year, they don't want that executive to waste his time on safety, suffering from aircraft delays and cancellations. There is a mathematical cost to the time of management teams, and private aviation takes a lot of it. its full meaning This is the case, for example, for financial companies that organise roadshows in Europe with two or three meetings a day over the course of a week. Even a medium-sized company values the time of its managers. If you're looking to conquer new markets and new customers, and you have a busy schedule, private aviation is the ideal solution. a facilitator so that you can have one meeting after another, while reducing fatigue. On top of that, jet travel allows you to work in complete confidentiality, which is not possible, even in business class, on traditional airlines. However, companies don't want to overpay for this service and want to be sure that the prices offered are fair. Hence the usefulness of our role as intermediary.
Does the approach to private aviation differ between the United States and Europe?
A. T. - There are 3.5 times more private jet movements in the United States than in Europe. And yet the economies are almost equal in size. When we look at the figures in more detail, we see that in Europe, 75 % of flights are for leisure purposes, and 25 % are for business reasons whereas in the United States, the shares are 50-50. The American business community has no problem using this service, whereas in Europe, companies are more apprehensive. However, the aim is not to travel in luxury, but to save our customers time. Time at the airport, where check-in and security are very quick. Time, too, because the aircraft adapts to customers' schedules, taking off early if the meeting is shorter than planned or waiting for them if it is longer. Time too, because the planes land as close as possible to the meeting venue. Compared with airliners, there are ten times as many runways where private jets can land.
The aim is not to travel in luxury, but to save our customers time.
Given all these advantages, how do you integrate your offering into the corporate world?
Adam Twidell - Already, by providing access to private aviation online. In a way, the Internet has educated business customers. 10 years ago, it was difficult to know how to book a private jet. We've also worked with TMCs like Amex and high-end concierge services like John Paul to train them in this solution. There are indicators that an agent needs to know in order to offer this alternative. For example, when the passenger has to make a connection at a busy airport with a very short transfer time, when the timetables of traditional airlines do not coincide with those of meetings, or when there is a large number of passengers. The cost of the jet does not depend on the number of passengers. One or eight, it's the same price. So the larger the group, the more cost-effective the solution. What's more, with the possibility of a return trip in the same day, private aviation also allows you to avoid hotel costs. Through our platform, agencies can have dedicated access where agents can immediately find a price and give it to their customers without delay. This immediacy is key to selling business aviation.
Is the French market convinced of all these advantages?
A. T. - In this market, we experienced growth of 40 % every year for the last four years. This can be explained by a better understanding of our technological offering. 51 % of our customers in France use our mobile site. This is a recent development compared with the United States and the United Kingdom. At the same time, there has been a change in mentality. Customers are more open to private aviation and understand its efficiency. Every time there is a disruption in the world of travel - snow, strikes at Air France - we see an increase in demand. But, more surprisingly, this is also the case when the high-speed trains are not running. I didn't think that private aviation could compete with the train, but it does. Without a doubt.
