Private aviation brand NetJets is leveraging its travel expertise to help consumers devise summer vacation plans.
Private jet business remains steady year-round, as the ultra-affluent are always on-the-go, but summer still retains its position as the prime vacationing season. Since many of NetJets’ clients are too busy to sift through the details of travel, the brand is helping consumers make informed choices, potentially hinting at a more inclusive travel-planning role in the future.
“The NetJets customer experience is core to our business and service model,” said Chris Herbert, global manager of public relations at NetJets, Columbus, OH. “NetJets customers rely on our service teams for suggestions when it comes to what to fly (best aircraft type for their needs), when to fly (based on air traffic and weather patterns) and sometimes, where to go.
“Over the years we have created partnerships with brands that compliment the style and service NetJets customers have come to expect,” she said.
“We are happy to make suggestions bases on brand alignments as well as experiences in the luxury market.”
Pack your bags
Outbound tourism from the United States is expected to climb this summer as the U.S. dollar gains strength against the euro. Asian consumers are also expected to flock to Europe to take advantage of the region’s wilting currency.
Consequently, planes to various countries will likely be packed, and consumers with greater means will opt for private air travel to avoid clogged airports.
NetJets is aiming to steer some of that traffic onto its planes by presenting itself as a trusted travel partner.
Not only will the brand get consumers from point a to point b, NetJets claims, but it will also help with travel decisions.
For a variety of favored locations, the brand has put together a mini itinerary of where to stay, where to eat and what to do.
For instance, guests are encouraged to fly into the Salerno airport as opposed to Naples when visiting Italy. From here, guests can take a short boat ride to the island of Capri to dine at Da Paolino ai Limoni. Guests are encouraged to stay at the Mandarin Oriental when in Milan, the Aldrovandi Villa Borghese in Rome and the Hotel Sana Caterina in Amalfi.
Travelers to France are encouraged to fly into the Cote d’Azur airport in Nice instead of the Marseilles airport. The southern region of the country is highlighted for its villages, beaches and wineries.
Spain, Portugal and Germany have similar itineraries to help consumers pin down their travel arrangements.
The summer is a competitive season for travel brands, forcing them to stay highly visible on various platforms.
With Memorial Day marking the unofficial start of summer in the U.S., luxury hotel brands began to introduce summer initiatives at locations around the country, targeting guests looking for fun and exciting getaways.
Typical summer vacations might include yachting trips or visits to summer communities like Martha’s Vineyard or the Hamptons, but many hotels are offering unique packages to entice guests to visit less traditional locations. Outdoor adventure opportunities and summer camps for children are among some of the initiatives luxury hotels are introducing this summer that may bring guests to different locations (see story).
Some brands are using social media to immerse fans in potential activities.
Hotelier Dorchester Collection is inviting fans to vicariously attend a picnic at the Palace of Versailles in France through Instagram to promote culinary adventures.
The brand’s Plaza Athénée hosted the picnic and showcased some of the attractions that prospective guests can expect if they travel to Paris and stay with Dorchester Collection. Instagram is increasingly becoming the preferred social media platform for luxury brands because of its pithy, visual nature and high engagement rates (see story).
Part of the reason why the brand is taking a greater role in curating travel plans is because events dip in the summer.
“Summer is a slow time for events is the U.S.,” Ms. Herbert said. “E.U. kicks off the summer with amazing hospitality at the Monaco Grand Prix and Art Basel for our customers and their guests.
“The fall brings our annual poker tournament hosted by Warren Buffett,” she said.
“We also do an private golf outing at Albany Bahamas with some PGA Tour players, and a highly recognized party at both the Super Bowl and the Masters.”