When you’re running a private jet subscription, ensuring profitability comes from outcompeting other brands in terms of flyer experience.
You don’t want a race to the bottom on prices; that’s a game you can’t win, nor is it one a luxury industry ought to try to play.
Instead, you should look to some of the most profitable entities in other luxury domains, and mimic their levels of customer service.
Private jet subscriptions become more profitable when guests decide to fly over and over again. Here is some concrete to develop that type of retention.
- Invest Attention in Fleet Management
- Pay Attention to Your Partnerships (all the Players Before and After a Flight)
This is one of the more practical ways you can better your flyer experience. It has to do with figuring out your capabilities, and the desires of your consumers.
Fleet management is an airborne version of matching vehicles to their geography. Do you rent people four-wheel drive vans with snow tires and chains in the middle of Florida? Probably not. Likewise, you can be attentive to extraneous offerings like extra-wide aircraft for solo travelers or small groups, or people who are flying private for business more often than for pleasure.
Combine these considerations with those of reach. For example, if you’re located in Chicago, you can reach 70% of the US in under two hours. Use surveys, data, and analytics to orient your subscription plan around what the bulk of your flyers actually want and need. The more in-tune you are to your customers, the more efficiently you will perform your fleet management.
The quality of your partnerships will have a big impact on the quality of experience for your subscribers.
Aside from the in-flight experience, what is every phase of your subscriber’s experience like?
- Could they schedule a flight in a few taps on their smartphone as possible?
- Can a luxury car pick them up from their home?
- If they drive to their airport themselves, is their valet parking ready for subscribers?
- Many jets have onboard kitchens. Can you have a chef ready with a record of favorite recipes of repeat flyers?
What’s the catering like? Can flyers order their favorite snacks and meals ahead of time? What if you surprised them by stocking the ride to the airport with these as well? People love details like this, particularly when they are paying top dollar for a service.
Perhaps you will discover that many of your people are flying business want the conference room staged in a certain way. Offering these options and making them as easy as one touch is the best way to make sure people keep coming back because above all else, business people like consistency in their experiences.
Look at Marriot, a brand that made its main value proposition being the same quality experience whether you’re in Cancun or Athens. You can offer the same value to subscribers who are flying for business purposes.
Develop an internal culture in which your whole team (including your partners) knows that every interaction matters. From the person who takes their luggage to every attendant and pilot, you want your team to be on the same page. Believe it or not, this actually has been shown to increase job satisfaction on the part of employees as well as consumers. People want to enjoy the service of the attendants and the confident leadership of pilots. It’s all part of the experience.
When a customer stays at the Four Seasons and orders Diet Coke, they arrive to a refrigerator stocked with Diet Coke on their second visit. This type of meticulous attention to a customer experience builds brand loyalty unbelievably fast.
In fact, this technique may even be powerful enough to help private aviation brands build the type of brand loyalty Millennial and Gen Z. flyers rarely exhibit in other industries. These generations are poised to emerge into the market with massive buying power, so outreach and attention to their behavioral patterns are important.
Remember that personalization makes high costs feel justified. Use your imagination to figure out what a consumer might need, not just during the flight, but during security check-ins and after landing. This might look like building easy-screening services into your experience in so far as that is possible or prepping on-board tablets with current weather and headlines from the destination.
How to Get More Mileage Out of your Personalization and Subscription Efforts
Any personalization steps you take can turn into bragging points very easily. Offland Media is a team of aviators, influencers, marketers, videographers, and more. We can help you put your best foot forward while using the best marketing tools available in the digital world. Contact us online or call us at (800) 604-5193 to learn more.