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Luxury private jet company AirX

Luxury private jet company AirX is known for flying celebrities and high-net-worth individuals and their families across Europe and the Middle East in style. Chairman John Matthews on how he transformed the fortunes of the company and what makes AirX stand out from the competition.

What inspired your love of aviation?
My love for aviation started from a young age when I’d spend my weekends and school holidays at airfields and in hangars with my stepfather, who maintained aircraft including the Concorde. I was captivated and wanted to learn everything about them, from the tread on the tires to the electronics in the cockpit, to servicing the engines.

When did you fly solo for the first time and what are your memories of that experience?
I was 17 years old, and I was captivated. I knew in that moment that I wanted to be a pilot or to work in aviation.

What did the company look like when you took over in 2011?
The private aviation industry is dynamic and fragmented. Many operators go out of business because they operate aircraft that were designed for personal use and not well suited for the charter market, often combined with an unsustainable cost base. AirX itself was in a similar position in its early years, but with a good team, we diversified our fleet and focused on our client offering. The initial years were hard graft, long hours, often seven days a week, slogging tirelessly to establish AirX as a go-to operator in the private charter industry. We have worked hard to earn the loyalty of our clients, by focusing on building a reputation as a safe and reliable airline offering a high-end client experience.

How have you differentiated yourself from other industry players?
AirX is one of the only charter market operators that purchases pre-owned aircraft that we refurbish to look new, and we target aircraft types that were designed for heavy usage. This strategy means we can offer clients the luxuries of a new aircraft experience, without the vast additional cost. This enables us to avoid the most common financial pitfall in the industry; buying new jets, which often results in unsustainable levels of debt. So far as we know, we’re also the only large private aviation operator that does so much of its own fleet maintenance, with about 85 per cent of fleet maintenance performed in-house. Our proactive approach focuses on maximising aircraft uptime and dispatch reliability so our clients can be sure they get where they are going on time and without delay.

What was your vision and how did you transform AirX from a company facing bankruptcy to one that turns over ÂŁ150 million annually?
I wanted to create a business that valued the journey as much as the destination, providing unrivalled safety, luxury and comfort, whether you’re flying short or long distances. I saw opportunities to expand AirX’s fleet by repurposing pre-owned aircraft, to improve our service offering, and to go the extra mile in accommodating for different needs. We serve a range of people: from sports stars and musicians on continental tours, to heads of state for diplomatic meetings. We have built a diverse and loyal customer base on account of this flexibility. We’re also quick to adapt to circumstances beyond business as usual, which is increasingly crucial in this industry. During Covid-19, for instance, we transformed our Airbus A340, the world’s largest VIP Executive Jet, from a passenger to a cargo configuration, where each flight was able to transport over 40 tonnes of vital supplies internationally.

Can you tell us about your fleet of jets and services available at AirX?
AirX predominantly operates across Europe and the Middle East, and our diverse fleet of private jets and VIP airliners allows us to meet the varying needs of our clientele, offering a truly personalised experience from the moment they board. The current cabin refurbishment program is designed to ensure passengers are treated to an environment of sophistication and comfort throughout their journey. We offer bespoke services and luxurious catering, which is delivered by our expert cabin crew. We also ensure children are entertained and accommodate for pets during your travels.

What do you believe makes AirX stand out in the competitive private aviation market?
What truly sets AirX apart is our attention to detail and our absolute emphasis on client experience, reliability, and safety.

AirX is one of less than five operators in Europe which has achieved the ARGUS Platinum Safety Rating and IS-BAO certification. We do not take shortcuts on delivering luxury and the same approach to safety procedures is essential. We rigorously manage risks related to weather, infrastructure and equipment. All of this ensures we deliver a consistently reliable and hassle-free experience for our clients.

What is the typical demographic of your clients?
The type of clients we work with varies, but they are predominantly high-net-worth families, heads of states and governments, as well as celebrities, such as musicians and sports stars.

What is AirX focusing on next?
I want to ensure the booking process for every client is as smooth as their journey with AirX, from the first button click to arriving at their destination. I have a clear vision to digitalise and integrate the booking process with flight operations, but first we need to grow the fleet! I believe providing clearer information and enhanced pricing transparency to clients will help simplify decision making and result in more informed choices. Our recently launched membership club provides frequent flyers with discounted charter rates and a seamless booking process.