Press Release

Issued by Avinode Group.

May 22, 2013

Panelists delved deep into the branding and image issues surrounding business aviation at Avinode's Business Intelligence press conference on day one of EBACE 2013. The expert group of aviation professionals from around Europe agreed that business aviation needs to get better at marketing the utility of the tool rather than simply the luxury.

“I think we very clearly have an image problem,” said panel moderator and EBAA president, Brian Humphries CBE of the difficulties selling business aviation as a corporate tool. “It's not difficult to make the case for business aviation. The problem is that we're not doing it.”

In an effort to strengthen the message of utility in the brand of business aviation Humphries asked the panel for their ideas on how we can change the case for business aviation.

“We need to become better at explaining the flexibility and simplicity of business aviation to show potential clients that this is not just a place to drink your champagne, it's a business tool” said Christophe Gibert, director of charter Sales at ExecuJet Europe.

Air Partner ceo Mark Briffa agreed, saying “we need to adapt our message to change the perception that private jets are a luxury. It's about getting the message of the USP across to the client and getting away from the perception created by the 'Detroit 3' in 2008.”

“We need to show the efficiency and time-savings of using an FBO instead of a terminal,” added Andreas Becker, ceo of German Aviation Service. “On the other side, many airports are resistant to business aviation so we also need to fight harder to secure facilities to make the experience pleasant and efficient.”

In some sectors the case is already starting to be made, as Sur Aviation founder and managing director, Diego Moser, explained, “it's easy to show the virtues for business and efficiency in the light and very light sectors.” Adding, “Business are using more charter instead of purchasing their own aircraft right now, because it's now more difficult to make the argument for corporate ownership.”

With the panel in agreement that the case for business aviation needs to change from luxury to utility Humphries closed the session, saying, “this has given us at the EBAA some clear riding instructions.”