Meet the private jet and yacht companies uniting to create unforgettable experiences on the waves and in the air.
The private aviation and superyacht worlds are inexplicably linked, with unparalleled synergy between the industries and the owners powering them. As luxury travellers look for fresh ways to add value to their travel experiences, increasing numbers of jet charter companies has begun joining forces with yacht brokerages to form programmes offering exclusive benefits to clients.
The most recent partnership, announced in August, is between private jet charter company Magellan Jets and yacht brokerage Denison Yachting. Clients of Magellan, who are already accustomed to calling on the expertise of its aviation advisors and planners, will now also be able to tap into Denison’s yachting concierge teams who will work with Magellan to create seamless sky-to-sea experiences across the globe.
“Teaming up with Magellan Jets just made sense,” said Bob Denison, founder and president of Denison Yachting. “At Denison, we’ve always prided ourselves on delivering unparalleled yahting experiences. Magellan mirrors that commitment in the aviation world. Together, we’re crafting a seamless blend of luxury, both on water and in the air.”
This isn’t the first such joint enterprise. Boutique brokerage TJB Super Yachts has partnered with jet charter company Air Charter Service to offer its clients access to a global selection of more than 50,000 private aircraft, including 130 different types of jets for every occasion. Meanwhile, jet company NetJets has collaborated with yacht brokerage Northrop & Johnson to give NetJets owners access to exclusive experiences such as private tours and cocktail parties aboard superyachts managed by the brokerage.
“Northrop & Johnson values the luxury travel experience with the same vigour as NetJets does, offering exceptional, industry-leading service at every turn,” says Pat Gallagher, president, sales and marketing at NetJets. “This partnership showcases the NetJets advantage: bringing owners unmatched access to what they’re most passionate about.”
Recognising that yachting and private aviation share the same clientele, jet charter company Victor made the decision last November to enhance the offering on its “Alto” loyalty programme by proposing incentives to use superyacht charter services with yacht brokerage Fraser Yachts. Clients of Victor who book charters through Fraser can earn double Alto points that can be redeemed towards their next charter—potentially saving huge costs. “Partnerships like this are great because they add another layer to what we can offer,” says Dan Cook, sales director at Victor.
Partnerships are also forming between manufacturers. For instance, in May, Italian shipyard Ferretti Group revealed a new collaboration with private jet company Flexjet to give its yacht owners on-request access to a global fleet of over 300 private jets and helicopters. Selected customers will also gain access to Flexjet’s growing number of private terminals, most of which are currently in the US.
“This exciting partnership takes the decades-long expertise and luxury brand power from leaders in two complementary sectors and combines them to present today’s UHNWI audience with a set of exclusive and unique advantages”, says Kenn Ricci, chairman of Flexjet.
And these alliances are just the beginning, with leading companies on both sides of the industry entering each other’s physical spaces. In a nod to the synergy between the industries, leading jet manufacturer Bombardier unveiled its new Aviator Lounge at the Yacht Club de Monaco—an elite hub for the global superyacht industry. Meanwhile in 2022, in an industry first, yacht brokerage Edmiston opened a lounge at one of Europe’s leading private jet airports, Farnborough, where clients can relax in high-end comfort before boarding their flight to reach their yacht.
“Guests travelling through Farnborough Airport can now experience a slice of the Edmiston lifestyle whilst waiting for their flight,” says Jamie Edmiston, chief executive of Edmiston. “We offer them the greatest service and comfort when using the jet terminal, much as they would receive on one of our yachts, providing a completely seamless service from sky to sea.”
