Patrick Margetson-Rushmore, ceo of London Executive Aviation, is calling on the business aviation industry to promote time-saving benefits in its marketing this summer.

"After a very tough recession, charter operators stand to do good business this summer, thanks to Euro 2012 and the Olympics. However, there is still a temptation for many operators to emphasise 'the champagne lifestyle' in their marketing, which is self-defeating folly given the general public mood," he says.

"The zeitgeist is still very critical of excessive city bonuses, so it is vital we distance ourselves from so-called 'corporate greed'.

"We should instead promote the true value of business aviation, which is all about saving time, an important ingredient for the economic recovery. Only once we have detoxified the public's perceptions of chartering an aircraft can a sustained recovery truly get under way."