The biggest challenge is offering instant pricing like commercial airlines do.
—the last of which claims 90 percent of clients use its app—say they’re able to accomplish this in part due to their company-owned fleets but also thanks to their networks of preferred charter providers. For owners of smaller aircraft fleets, the scale of these companies makes them more attractive partners than a regional broker who might book a single flight every few weeks.
The goal of these apps is to have an easy, intuitive way to provide information and feedback—for both the client and the company. “There are many things we could layer into it,” says’s Collins, “but we’re trying not to overwhelm the end user. We want them to have a feeling of control.” McKenna agrees that usability is key. “The app’s magic is about hiding the complexity and sheer amount of information behind it,” he says, noting that Wheels Up uses artificial intelligence and machine learning to manage its fleet in real time and is constantly adding new charter operators to the system to provide more choices for its clients.
“This is a complex problem, and the more data points we gather, the more robust the algorithm becomes,” Vinay Roy, chief product officer for Vista Global Holding, says. “As the marketplace digitizes supply and demand in real time and in one place, it allows customers to view more flight options and easily compare guaranteed pricing.”
But despite these advancements by some of the biggest names in business aviation, the sheer number of options remains a massive hurdle to a unified booking solution. According to business-aviation market-research firm, there are more than 550 charter companies in the US , a full 500 of which have fewer than 10 aircraft; those with more than 50 planes number less than 10. Like all holy grails, a book-everywhere app may remain just out of reach.
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