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Attendees at last month’s European Business Aviation Convention and Exhibition (EBACE) in Geneva may have been left a bit confused. The business aviation industry cannot seem to agree amongst itself what its role is, or who its customers are.
The industry’s representatives are clearly trying to change the image of business aviation. This was evident in the opening general session, which focussed on extolling the benefits of business aviation from a humanitarian perspective and from a pure economics angle.
The speakers were carefully chosen to support this image. We heard a presentation from the co-founder of Médecins Sans Frontiers, who pointed out that much of the work his organisation, and other organisations like his, did would not be possible without the ability to charter private aircraft. Meanwhile, the billionaire entrepreneur, Bassim Haidar, explained how owning a private aircraft was a cost-effective way for him to run his business.
All very noble and inspiring.
However, on entering the trade show, the bottles of Moët, personalised cutlery on display, glamorous female attendants, and choice of luxurious interiors suggested that much of the industry is marketing itself at a very different customer. Unlike the businessmen and women and the humanitarian workers, these customers – the Russian oligarchs, Middle Eastern royalty, pop stars and formula one drivers – do not need to justify the expense. The Boeing 757 on display a sign that, in this world, size does matter.
Let’s not kid ourselves. You have to be pretty wealthy to own a business jet, whether you are using it to run a business, or whether it is simply a means for you to commute between your Monaco yacht, London mansion and Geneva office.
However, the opulence on display at EBACE creates the perception that the business aviation community is disingenuous. Claims that it provides an essential, cost-effective service cannot be taken seriously.
This brings us to the question of how should the business aviation community handle the luxury end of its business.
One option would be to fully embrace its high-end customers and reputation for opulence. Plenty of other industries do. However, as discussed in this month’s Aviation Intelligence Reporter, the luxury stigma is not good for business as a whole. Even thought the luxury end of the market is relatively small, ownership of a business jet has become synonymous with corruption and greed. This is affecting overall growth in the industry.
Another option would be to not talk about or advertise the luxurious side of business aviation. Make business aviation purely about what it says on the tin: business users. However, this would be dangerous given the luxury end of the market is clearly profitable.
Maybe the best option would be split the business aviation industry according to the different customers and their different needs. Business aviation could do well to follow the example of the commercial aviation industry, where the industry has split itself roughly along the lines of low-fare and legacy carriers. Not only could this help the industry better target its customers, it may go some way to changing public perceptions about business aviation.
The business aviation industry clearly has many faces. It shouldn’t shy away from showing off all of them. In doing so, it will be better able to highlight their differences.
