Wheels Up Experience, a provider of on-demand private aviation, has completed its global brand transition, bringing Air Partner's private jet and group charter brokerage services in the UK and globally under the Wheels Up brand. The move completes the global integration that began in the US earlier this year and establishes a unified Wheels Up identity across all key markets.

Alongside the brand transition, Wheels Up has launched its integrated, concierge-level customer engagement model in the UK. Designed to reduce handoffs and strengthen accountability, the model organises dedicated sales and service teams around the customer journey, from initial inquiry through booking, trip delivery and ongoing support.

“This is an important milestone for Wheels Up and for our customers,” says Kristen Lauria, chief marketing officer of Wheels Up. “Bringing our UK and rest of world private jet and group charter services under the Wheels Up brand makes it easier for customers, wherever they are in the world, to access our full breadth of aviation solutions through a single, trusted relationship. It also allows us to build on more than 65 years of Air Partner heritage as a core strength of the Wheels Up platform.”

The integrated approach delivers a more consistent customer experience across regions and trip types, gives customers access to the full Wheels Up portfolio, including private jet charter, group charter and flexible private-commercial travel, enabled by the company's first-of-its-kind strategic partnership with Delta Air Lines, and strengthens long-term relationships through more coordinated, personalised service.

“Today's step brings together the best of both organisations under one global brand,” remarks Mark Briffa, chief sales officer of Wheels Up and former chief executive officer of Air Partner. “For our customers throughout the world, this means access to the same deep expertise they have relied on for decades, now backed by the full scale, fleet and technology of Wheels Up. It is a stronger proposition on every front, and we are excited for what comes next.”

Air Partner Cargo will also continue to operate under its existing name, maintaining its specialist focus and dedicated expertise in global shipping and courier services.