It could be said that private aviation is having a moment, but it would be more factual to say that private aviation has been having its moment—and shows no signs of slowing down. In McKinsey & Company’s annual state of tourism and hospitality report released in May of this year, they found that the demand for luxury tourism and hospitality is expected to grow faster than for any other industry segment. Within luxury travel, ultra-high-net-worth individuals (UHNWIs) favored private travel, with the report reading: “UHNWIs prefer quiet luxury with personalized service—targeting remote, private destinations, accessible via private airports or helipads, that feature tailored experiences available nowhere else.”
Private charters and luxury resorts have answered this surging demand with exclusive partnerships that usher guests from home to holiday. While some partnerships have existed since mid-2020—with the pandemic as a modern turning point of private aviation’s renaissance—some charters are finding new ways to expand their offerings whether it’s one-off events or week-long itineraries in collaboration with multiple luxury brands.
Wheels Up
“Clients who are keen to stay at ultra-luxury properties are increasingly expecting their travel experience to match the standard of their stay, and for the entire booking process to operate as seamlessly as possible,” says Kristen Lauria, chief customer and marketing officer of Wheels Up. The on-demand charter airline is one of the latest private aviation firms to collaborate with a luxury resort. Though Wheels Up has previously partnered with Waldorf Astoria and Casa De Campo Resort & Villas, this January they return for the second consecutive year as the exclusive charter airline for the Ritz-Carlton, Grand Cayman’s 16th annual Cayman Cookout, a six-day celebration headlined by world-class chefs including co-founder of the event, Eric Ripert. This partnership provides Wheels Up’s members and customers with exclusive room packages at the Ritz-Carlton, including full access to marquee Cayman Cookout events. “By providing door-to-door service, Wheels Up and our partners ensure the luxury experience begins at the point of departure, creating positive sentiment for both brands before, during and after these highly anticipated events,” explains Lauria.
The limited-time partnership reflects how the relationship between private charters and luxury resorts has evolved, with companies embracing special events and packages as well as year-round opportunities.
“We’re seeing an integration of private jet services with luxury all-inclusive resorts, catering to travelers who seek convenience, exclusivity and a seamless transition between air and land,” emphasizes Todd Kirlik, senior director of trade sales and business development at Blue Diamond Resorts. “This trend reflects a shift toward making travel not just a means to an end but an integral part of the luxury vacation itself.”
Blue Diamond Resorts – Royalton Antigua
Blue Diamond Resorts responded to the evolving trend of private aviation by launching their Diamond Jetsetter Experience package, which includes door-to-door butler service and transfer on a private charter to their properties throughout the Caribbean, including Hideaway at Royalton in Cancun, Grand Lido Negril in Jamaica and Mystique by Royalton in St. Lucia. “This package was designed in response to vacationers’ desire for a complete, effortless luxury experience that begins the moment they board a private jet,” says Kirlik.
Also in the Caribbean, luxury resort Hotel Le Toiny offers an exclusive journey for guests in partnership with Tradewind Aviation. “It’s no secret that many people choose to fly private to St. Barts for the seamless experience, but there are restrictions to the size of the jet that can come to St. Barts,” shares Charles Walker, president of Hotel Le Toiny. Since Tradewind Aviation was regularly flying scheduled trips to the island, and Walker says they fostered a longstanding relationship, it made sense to offer a journey that is tailored to a guest’s specific needs. “Every private flight is a bespoke affair designed with you in mind which is exactly what we specialize in at Le Toiny,” adds Walker, explaining that guests who book the private charter can expect complimentary round-trip ground transportation, a welcome bottle of Champagne and a 10 percent discount on a future trip with Tradewind—“so they can come back and visit us time and time again,” says Walker.
Though the Caribbean is a sustained popular destination, private charter partnerships aren’t solely limited to this region. VistaJet, the global business aviation company, has a long-standing partnership with the Four Seasons Resorts Hawaii, which presents private travel experiences for Four Seasons resorts located throughout the Hawaiian Islands, including Four Seasons Resort Maui; Four Seasons Resort Hualalai; Four Seasons Resort Lanai; Sensei Lanai, A Four Seasons Resort; and Four Seasons Resort Oahu. They also collaborate with Maybourne, offering exclusive benefits for the brand’s group of hotels—including Claridge’s, The Connaught, The Berkeley, The Emory, The Maybourne Riviera and The Maybourne Beverly Hills—connecting the properties’ destinations between London, the French Riviera and Los Angeles.
Vista Jet
As the brand shares, “Luxury hospitality companies are partnering with VistaJet to tap into the growing demand for private jet travel.” As part of VistaJet’s continuous endeavor to add new
Aero Air
routes and partners, this past summer they added new voyages to their Private World portfolio; experiences that go beyond a single hotel collaboration and rather focus on the entirety of a destination, like a helicopter safari chasing the humpback whale migration in Mozambique with a home base at the island resort, Kisawa Sanctuary. “We see Private World as an enriching service for our members’ lives,” says Matteo Atti, chief marketing officer of VistaJet. “They trust in us as they fly to the world, and we want to ensure every second, from booking a flight to experiencing an unforgettable moment, is exceptional.”
Even semi-private charters are getting onboard as Aero launched limited-time direct routes in partnership with “must-stay” places like Hotel Jerome in Aspen. Jet and More offers a semi-private flight to Las Ventanas al Paraiso, A Rosewood Resort in Cabo, from Los Angeles or San Francisco. The private plane seats eight to ten passengers and booking is finalized once the flight is full. Alternatively, they offer a charter flight for groups, which can be arranged at any date or time.
As the industry continues to watch the private travel-luxury hospitality trend rise, Kirlik concludes that we’ll likely see more of these partnerships come to market: “The convenience of private jet travel, combined with these high-touch experiences, is redefining what luxury travel means today.”
Las Ventanas