All industries try to project themselves in the best possible light, some having an easier job of doing that than others. Business aviation requires an ongoing ‘sales job’ to counter inaccurate perceptions and prejudice. Across the Atlantic, business aviation has a more robust image, partly due to the geography of the US demanding fast long-distance travel, but also due to the successful efforts of those involved in the sector in selling the product.

On May 1, the EU expanded, now encompassing 25 countries and almost half a billion people. With the increase in the potential market size and the geographical distances now potentially involved while staying within the EU, business aviation is more relevant and necessary in Europe than ever.

To realise this potential, those of us involved in representing this industry need to sell our product – and do it ever more vocally. We must attempt to correct impressions, frequently perpetuated by the mass media that business aviation is simply a luxury. The 2004 NBAA Fact Book notes eight key reasons to use business aviation:

• Saving employee time. Business aircraft have the ability to fly non-stop between airports close to where people want to go, without the delays of main terminal hubs.

• Increasing productivity en route. Rather than write off travelling time as ‘lost,’ studies have shown productivity on business aircraft is actually higher than in the office.

• Efficient, reliable scheduling. The near-total flexibility inherent in business aircraft is a powerful asset. Business determines the schedule, not the airlines.

• Reduce hours away from home. Both businesses and the indi-vidual benefit when family time is not lost to non-productive travel.

• Ensuring industrial security.\r

Use of business aircraft reduces travel visibility and eliminates unwanted and unnecessary conversations and interruptions.

• High personal safety. Turbine-powered business aircraft flown by professional crews have a safety record comparable to that of the largest scheduled airlines.

• Increasing enterprise. Business aircraft allow opportunities, especially those in remote regions, to be more readily considered and acted upon. Studies have put access to business aviation in the top three drivers for business relocation decisions.

• Projecting a positive corporate image. Using a business aircraft shows that company to be progressive, with a keen interest in efficient time-management and high levels of productivity.\r

In the US, these items are increasingly understood; within Europe we still have to convince some of their validity. Statistics can help – such as the fact that a US study found that organisations which operate business aircraft, earned 146 per cent more in cumulative returns than non-business aircraft operators.

Furthermore, on a return to shareholder basis, business aircraft operators returned 343 per cent to their shareholders between 1996 and 1999 versus 177 per cent for non-operators.

We have a good product to sell, and there is no better time to sell it than at major events. EBACE 2004 is the business aviation exhibition for Europe. With this year’s event likely to be the most successful yet, all of us in business aviation must use this flagship product to promote our industry to the widest possible constituency. As ever, GAMTA stands ready to play its part.