With UHNWIs flying more frequently and expecting impeccable service, the role of dedicated Personal Assistants (PAs) has never been more critical. Managing intricate travel logistics, particularly private jet charters, requires PAs to navigate a complex and often opaque market. Ensuring they secure value for money while maintaining high standards of safety, flexibility, and transparency is essential.
Last year marked a significant upturn in the fortunes of the ultra-wealthy, with a 4.4% rise in individuals boasting net worths exceeding US$10 million. This economic surge has coincided with a sharp rebound in business travel, surpassing pre-pandemic levels and reaching an unprecedented $1.5 trillion in value. As projections indicate further expansion in 2025, the growing popularity of “bleisure” travel—blending business and leisure—continues to drive demand for seamless travel experiences.
Ahead of the peak travel season, this guide aims to equip PAs with the insights needed to make informed decisions when booking private jet charters, ultimately enhancing their principal’s travel experience.
Challenges Faced by PAs When Booking Private Jet Charters
One of the primary frustrations for PAs booking private jet charters is the sheer lack of information about the market. Many brokers do not disclose the name of the operator, aircraft tail number, or even accurate interior images when quoting on a flight. This leaves PAs in a difficult position, forced to trust that the aircraft provided will meet their principal’s requirements without being able to verify details in advance. When dealing with individuals who expect seamless service and flawless execution, this uncertainty is a significant pain point.
Another challenge is flexibility. UHNWIs frequently need to adjust their schedules at short notice, which means travel plans can change within hours. PAs need to ensure that any flight booking comes with options for rescheduling or last-minute adjustments without excessive penalties or availability issues. Finding a provider that can accommodate these changes without friction is essential to keeping plans on track. In instances such as this, it helps to have a single trusted advisor that you can rely on 24/7.
How to tell if your private jet broker is being transparent with you
- Are they sharing the aircraft tail number?
If the aircraft tail number isn’t disclosed, it indicates that the specific aircraft assigned to the flight may be subject to change. This lack of transparency means that what appears in the initial quote may not be the same aircraft your principal ultimately flies on. Unfortunately, some brokers take advantage of this by utilising a different aircraft—often an older or less luxurious version of the same model—without informing the client.
For a PA, this uncertainty poses a significant risk, as any unexpected discrepancies in aircraft quality, amenities, or even safety features could lead to dissatisfaction or reputational damage. Ensuring the tail number is disclosed upfront provides an added layer of accountability, allowing PAs to verify the aircraft’s condition, specifications, and operator reputation before confirming a booking.
- Are they sharing the name of the Operator?
Unlike commercial airlines, which are required to disclose when a different carrier operates a flight, most private jet charter brokers withhold this information. The reasoning is often simple—they don’t want to risk you bypassing them to book directly with the operator. This lack of transparency can leave PAs in the dark about who is truly responsible for the flight, making it difficult to verify safety standards, service quality, and reliability.
At Victor, we take a different approach. We not only disclose the operator’s name but also highlight the most trusted providers in the industry through our Client-Preferred Operator System. Client-Preferred Operators are easily identifiable by a star icon on each quotation, signifying their commitment to excellence. To qualify, operators must maintain a minimum 90% customer rating for both aircraft quality and onboard experience over the past 48 months. Additionally, many of these operators offer exclusive benefits such as preferred cancellation terms.
- Are they sharing reliable emission data with you?
Without all the information about estimated fuel burn and CO2 emissions, how can UHNWIs be expected to choose the most efficient and responsible option when flying privately? We use flight mapping technology from our partner RocketRoute coupled with data from thousands of historic Victor flights, to disclose accurate fuel burn estimates on every quote. Thanks to our pioneering partnership with Neste – the world’s leading producer of sustainable aviation fuel (SAF) – Victor’s private and corporate members can also credibly reduce their lifecycle carbon dioxide emissions (CO2e) by replacing fossil fuel with SAF when flying privately.
In an industry where discretion and reliability are paramount, PAs must be equipped with the right tools and knowledge to navigate the private jet charter market confidently. Transparency should be non-negotiable—ensuring operators, aircraft details, and emissions data are readily disclosed helps PAs secure the best possible experience for their principals.
By choosing a broker that prioritises openness, flexibility, and climate action, PAs not only streamline travel planning but also reinforce their value as indispensable facilitators of luxury travel. In a rapidly evolving landscape, staying informed and partnering with trusted providers is the key to delivering seamless, high-calibre service that meets the expectations of UHNWIs.
For more information about how Victor aims to make life easy for PA’s, please email: