Magellan Jets app
Even though private aviation travelers are older consumers who may not be the most connected people, a mobile strategy by providers is of the utmost importance.
Not many aviation companies have a mobile strategy including mobile sites, applications or banner ads. However, it is reasonable to think that affluent private jet travelers are time-restricted, and reaching them on on-the-go platforms is necessary.
“Private aviation companies need to define what their digital strategy is for mobile,” said Doug Gollan, group president and editor in chief of Elite Traveler, New York. “A manufacturer, a company selling shares and jet cards and a straight charter broker are probably going to have different strategies.
“Going beyond to FBOs and caterers, they probably have different objectives as well,” he said. “They also need to think about whether they are talking to support staff of the customer as well.
“It may well be that it is not only the end user consumer but also the personal assistant that will need to be part of the target.”
Setting the bar
Out of the major private aviation providers, only one brand has a mobile app.
Company loyalists may be willing to download an app to immerse themselves in the brand environment, save personal information and make the entire experience easier and faster.
Magellan Jets updated its mobile app for the iPhone and iPad to provide ease and consistency for affluent consumers looking to make a quick getaway on a private jet, according to the brand.
Magellan app
The app allows consumers to find one-way and round-trip destinations, look at aircrafts and call for assistance. Priced at $4.99 in Apple’s App Store, Magellan’s app has already seen more than 2,000 downloads since its initial launch in November 2010 (see story).
“Mobile capabilities are continuing to grow and become more popular with users,” said Anthony Tivnan, president of Magellan Jets, Boston. “If you look at industries like digital cameras, video cameras and even gaming companies, they have all taken big hits in their business’ due to consumers relying on their cell phones now to replace a lot of that.
“With the evolution of smartphones, a company that is not offering mobile solutions is not listening to their customers,” he said. “The app provides a better user experience and is typically more responsive and we are able to include better features for our users.”
Site seeing
On the other hand, it may be difficult for marketers to develop apps for all devices. In that case, a mobile site may be an easier option.
However, not many private aviation companies have mobile sites.
NetJets, arguably the leader in private aviation, does have a mobile site.
NetJets mobile site
Consumers can select their country and go through the process in an efficient and timely matter.
Moreover, consumers using all types of mobile devices can use the site as long as they have Web browsers on their phones.
Meanwhile, other mobile marketing options could include SMS, mobile banner ads or QR codes.
Developing a mobile strategy for consumers who are constantly on-the-go is becoming a must for private aviation marketers.
“I think it comes down to what value the app provides,” Elite Traveler’s Mr. Gollan said. “Having an app so you can say you have an app is a waste of money.
“Brands need to figure out the objectives,” he said. “Part of the strength of the larger FBO networks is that they have a local presence in multiple markets.”
Final take
Rachel Lamb, associate reporter on Luxury Daily, New York