The Sky-High Absurdity: Is the Private Aviation Industry Pricing Itself Out of Reality?

The private aviation industry is facing a trust crisis due to excessive markups on secondary services like catering and handling that no longer reflect actual value. To remain sustainable, providers must move away from predatory pricing and return to transparent models that prioritize long-term client relationships.

The private aviation sector has long positioned itself as the pinnacle of efficiency. For the modern entrepreneur, time isn’t just money; it’s the only resource that can’t be bought back. They book a jet not for the gold-plated faucets, but to bypass the chaos of commercial terminals and reclaim hours of their day.

However, a troubling trend is emerging. We aren’t just selling time anymore; we are increasingly selling overpriced “convenience” that borders on the predatory. When the industry begins to treat high-net-worth individuals like bottomless ATMs, we risk destroying the very foundation of the business: TRUST.

The €200 Biscuit: A Case Study in Greed

Take a recent example at FA Jets. A client booked a 55-minute return leg for four passengers, a routine trip totaling roughly €8,500. Because of an early departure, the client made a simple, humble request a day in advance: a few Koffiekoeken (traditional breakfast pastries).

In any reputable bakery, these cost roughly €3.00 a piece. Yet, the operator’s quote for a small box of biscuits? €200.00.

To make matters worse, the bakery in question was located right at the airport entrance. This isn’t a “logistics fee”; it’s an insane markup on flour and sugar. We’ve seen similar audacity before: €30.00 for a bag of ice cubes, €100.00 for a few sandwiches, or FBO (Fixed Base Operator) handling fees reaching €1,000.00 essentially just to open a door and walk a client to the tarmac.

The Entrepreneur’s Perspective

We must remember who these clients are. The majority of private jet users are not trust-fund heirs throwing money at the wind; they are entrepreneurs. These are people who built businesses by watching the bottom line, understanding margins, and valuing hard work.

When you tell a self-made business owner that they owe €200 for €12 worth of pastries, they don’t see “luxury.” They see a shake-down. They see a partner who no longer respects their intelligence or their capital.

The Seasonality Trap

In Europe, we see a recurring pattern. During the off-season, when flight volume drops, operators become aggressive, following up on quotes and lowering prices to fill the schedule. But as soon as demand peaks, the “pickpocketing” begins and nobody wants to think outside the box anymore.

This short-term thinking is a slow-motion disaster for the industry. If we treat clients as “one-time wins” to be squeezed for every cent, we shouldn’t be surprised when they decide to book with a regular carrier, despite the wait.

A Call for Reasonable Luxury

The industry needs a reality check. We are at a crossroads where we must choose between being a service-oriented partner or a high-altitude pickpocket. To regain and maintain trust, we should consider:

• Transparent Catering: Standardize “basic” requests. A pastry should cost what a pastry costs, plus a transparent, reasonable service fee.
• Fair Handling Fees: FBOs must justify their costs through actual service, security, lounge quality, and speed, rather than arbitrary “door-opening” fees.
• Long-term Relationship Building: Prioritizing the lifetime value of a client over the margin of a single breakfast order.

If we want the private aviation market to remain healthy and respected, we have to stop shaking down the very people who keep us in the air. Let’s start focusing on pleasing the client through excellence, not seeing how quickly we can empty their pockets.

Experience the Standard of Transparency

Tired of “hidden fees” and €200 biscuits? At FA Jets, we believe luxury should be built on trust and fair play, not on opportunistic markups. Whether you are planning a complex business trip or a weekend getaway, we provide clear, honest pricing from takeoff to touchdown.