KATE SARSFIELD / LONDON
Company survey confirms that simplicity is a prime motivator for business travellers
Bombardier is revamping its Flexjet Europe programme in an attempt to increase take-up for the fractional ownership-based venture.
London Heathrow-based Flexjet admits the programme, launched two years ago with charter and management company Execujet, has not done as well as expected. It blames this in part on the negative image of business aircraft across Europe.
Flexjet Europe managing director James Hoblyn says: "We launched a market survey in June to examine the travel needs of existing and potential customers. From this research we learned three important things which we have integrated into the new programme."
The findings were that: Europe is a geographical and cultural mosaic where travel needs and perceptions vary from country to country. Secondly, cost and perceived cost are key drivers for travellers. Many evaluate their options in advance, selecting the cheapest form of air transport, whether or not they own or have bought hours in a business aircraft. Also, business aircraft are regarded as an "excess of wealth" rather than as a business tool.
The revamped programme, yet to be named, will be launched by Flexjet Europe next month. Although few details are available, Flexjet reveals there will be a choice of three tariff-based packages, tailored to different requirements, from basic to luxury for example. Minimum entry requirement will remain at 50h. "We are offering a simplified means of travel whereby customers will only pay for what they need. Currently they pay for an entire package regardless of whether they use all the services," says Hoblyn.
Flexjet Europe has a fleet of eight business jets - four Learjet 31As, three Learjet 60s and a Challenger 604. The first Learjet 45 will enter service early next year, says Hoblyn.
Flexjet is also establishing a network of Bombardier operators through its newly established "Partnership Programme", which will provide back up when demand is high.
Source: Flight International
