UAE-based AlexJet is undergoing a rebrand, changing its name to Falcon Luxe. The new brand inherits the DNA of AlexJet while integrating into the Falcon private aviation suite of brands, which also include Falcon Elite FBO, Falcon Flight Support and MRO Falcon Technic.

Recently appointed CEO Can Şaşmaz comments: “With more global travellers choosing to fly private, I am confident in the continued success and expansion of Falcon Luxe. With strong demand in the Middle East, Europe and other key markets, we look forward to offering our loyal clients the finest inflight experience along with the best value. Our commitment to the brand is reflected in continuous investment in talent, technology and infrastructure to provide a suite of highly personalised services.”

The operator flies a diversified modern fleet of 10 aircraft. The investment and expansion of the Falcon Luxe fleet has been critical in meeting demand.

In late 2024, new aircraft join the Falcon Luxe fleet, including the long range Bombardier Global Express 6500 in an ultra-premium configuration, in line with the further expansion of the fleet. The new aircraft will offer non-stop flights of up to 12,000km, connecting most of the global city pairs.

Falcon Luxe will also unveil a new premium cabin design in a bid to attract high-spending travellers to flights that can top 14 hours. The new concept is aimed at setting new industry standards on the world’s longest routes. Designed with discerning travellers in mind, the cabins promise enhanced space and comfort, allowing passengers to relax or work effortlessly onboard.

Şaşmaz will also take responsibility for the other Falcon brands, including Falcon Luxe, Falcon Elite and Falcon Flight Support. Chairman Sultant Rashit says: “Can Şaşmaz is an exceptional leader who has been in the aviation industry for many years. I am confident that his experience and achievements within the aviation sector speak for themselves, best illustrated by his remarkable success in his previous roles. I am convinced that his entrepreneurial talent and creativity will add significant momentum to our aviation brands.”