The perfect Holidays / End-of-the-year strategy for Private Aviation brands

Leisure and Travel is a very relevant market at the end of the year (and the start of the next one), with consumers taking weeks off and enjoying a precious time with family and friends. This means that the private aviation industry expects a strong demand in the next weeks, and you need to be on top of your game to make the most of it.

Ultrahigh-net-worth individuals (UHNWIs), with more than $30 million in assets, prefer quiet luxury with personalized service—targeting remote, private destinations, accessible via private airports or helipads, that feature tailored experiences available nowhere else. (McKinsey & Company)

HNWI and UHNWI are demographics with interesting purchasing habits. When we look at the higher earners, above $30M, we notice that they prefer to travel to more comfortable, discreet places, usually not easily accessible to everyone. To get there, they need a private jet, and that's when your brand comes in.

What we know about our clients

When it comes to age, the majority of spending is concentrated between 40 and 60 years of age, but the 30-40 bracket is expected to increase spending in the next 5 years, as we can see in the graph below:

They still prefer traditional trips, according to McKinsey & Company. One of their recent reports show their preference for a break from the busy nature of the day-to-day life, going to a nice, relaxing space, preferably in a sunny weather.

How to approach content and advertising

The best angle to project is the opportunity of taking family on an unforgettable trip, and the focus is always on the family and the good times with their loved ones. Images of parents and kids inside the jets, pets (to show that their lovely animals can be a part of it as well), and then some amenities, similar to what NetJets does to perfection.

Wheels Up also uses social media to better create the picture: The tone of voice is very welcoming and warm, as the brand's positioning allows it to be. In this case, the brand has a strong influence from the Caregiver archetype, positioning themselves as the ones who'll take them (literally) from where they are to where they want to be.

We can see that most top brands have reduced their number of ads to concentrate their resources on a select few. NetJets. for example, had over 400 Meta ads and now runs only 14. It's time to focus.

It is interesting to pay special attention to Gen X: Looking at NetJets's inactive ads and examining the EU transparency page's data, we can see that most of their ads target 45-65+ year-olds, often having higher effectiveness on men.

Careful will "profits at all costs"

High-demand periods like this one can't be seen as an opportunity to focus on sales and put the brand to the side. It's actually quite the contrary: We can use these periods where customers are more open to ads to deepen bonds, always referring back to the reason why they would choose you. In luxury, more than in any other market, consumers can smell desperate tactics like sharks smelling blood. If you set the foundation perfectly, the results will surely be worth it.