What is Luxury?
Luxury means different things to different people.
For many, it’s exclusivity. An experience or item that’s limited in nature, and is not available to everyone – for reasons of expense or otherwise.
For others it means something that is inessential. A choice you make that isn’t about necessity, but about self-indulgence or enjoyment. This could range from a bar of chocolate, to designer fashion, jewellery or homeware.
In travel, luxury is key a market segment. There is a whole subset of the travel industry that caters for the affluent traveller, offering the most desirable hotels and resorts, in the most exclusive locations. Then there are the services that cater for them while they are away, from Michelin-starred restaurants to designer boutiques. Luxury travel is big business.
And when it comes to getting there? Of course private jet travel is widely-considered as the epitome of luxury.
Why travel in an aircraft full of other people – even in a business or first class seat – when you could have one all to yourself? Why eat what and when the airline decides, when you could choose your own bespoke catering? And why fight your way through a crowded airport terminal when you could drive straight up the aircraft steps?
There’s no doubt that all these things are part of the luxury appeal of private jet travel. Exclusivity, comfort and privacy are key components of a luxury experience.
But actually, if you asked most of our clients why they choose private aviation, it comes down to one thing: Time. In today’s fast-forward world, there’s no greater luxury.
So how does private aviation save time?
Today’s private jet customer is working to an exceptionally tight schedule. More than half are business users, looking to minimise their time away from the office. When you’re a highly-paid executive looking to attend several meetings in different parts of Europe in one day – and be back in your own bed that night – it makes a lot of business sense.
Arrive just 15 minutes before take-off; pick your own departure times; use smaller airports that are closest to your home and destinations to minimise driving time; and schedule your return flight late, after a dinner – delaying the departure at the last minute if it overruns.
The leisure private jet user is also increasingly time-focussed. With 24-hour connectivity a reality for many of us in our professional lives, switched off time away with family or friends is taking on a greater luxury value. So there’s great appeal in being able to design your own schedule, to carve out more time away. And with no airline check-in; security queues or delays to worry about, the holiday can start the moment your arrive at the airport.
At this time of year, many of our leisure clients are travelling to ski destinations – a good example of the time-saving value of private aviation. For some of Europe’s ski resorts, the closest airport served by airlines involves long ground transfer times and traffic congestion. But there are other smaller airports which private jets can use.
This week we have launched the ultimate luxury ski experience, in association with Ski Verbier.
There is certainly luxury awaiting at the destination – a choice of three of the most exclusive chalets in Verbier, one of the most luxurious resorts in the Swiss Alps, featuring hot tubs, antiques and stunning views.
And every detail is covered in terms of all-inclusive VIP service: Private chef; fine wines and champagne; ski passes; 24-hour concierge and in-resort driver.
But the landing at Sion airport is a compelling luxury feature too. Private aircraft can get much closer to Verbier by using Sion Airport instead of Geneva – and halve the driving time.
With this reduced ground transfer and the time saved at the airport, you can avoid six wasted travelling hours – and spend more time on the slopes instead. See more on closest airports to European ski resorts.
Our team can advise on how you could save time by using private aviation. Call +44 1747 642 777 or contact us – we’re available 24 hours, of course!
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