The expert's guide to working the aviation expo

Charter Broker's readership comprises more than 15,000 brokers of ad hoc business air charter around the world, as distinct from our global operator readership, and many will be visiting EBACE in May. Each year BACA – the Air Charter Association's membership turns over $4.5bn and operates more than 125,000 flights. Around the globe brokers represent approximately $10bn of charter business a year, and almost 70 per cent of charter flights are booked through brokers. We take a look at the jets that will be on display at EBACE and hope that business aviation operators and OEMs will be prepared for a barrage of broker questions.

It probably goes without saying that brokers of ad hoc air charter should absolutely have a deep understanding of the aircraft they are selling, according to president of Florida brokerage Air Charter Advisors Adam Steiger. But as with all industries, there are those who have a better understanding than others. Different people have had different exposure to aircraft and the industry. Some (if not most) are aviation enthusiasts, others may have piloted their own jets, a few will be woefully ignorant even of the finer points of a Phenom 300 or a Mustang. And what's the difference between a CJ3 and a CJ4?

Here is not the place to tell you that; there simply isn't room. But what we can do is look at where you get that knowledge. There seems to be a general lack of formal specific broker education. Some companies will do their own in-house training, but this can usefully be supplemented with a visit to one of a number of business aviation shows taking place every year. Where better to get a foot through the door of a private jet and experience the luxury you are engaging for your clients, even if you don't lift off the ground?

“Our industry is unique in that most employees who join have never experienced flying in a private jet before,” says Eymeric Segard, CEO of Geneva, Switzerland-based online booking platform LunaJets. “Drawing on experience from commercial flights is not sufficient as the private aviation passenger has a very different profile and expectations, and the private jet booking, check-in process and flight experience is very different.”

Before new LunaJets advisors talk to clients, they must become aircraft experts: “We even have a mandatory aircraft exam at the end of our training,” Segard says. They must read up on their facts but, more importantly, they visit different aircraft in person. “As we have an aircraft departing or leaving Geneva almost every day we can send our teams to inspect them. But at a show such as EBACE there is the advantage of being able to compare a number of different models in one go. You can sit in a Challenger 350 and then a few seconds later in a Citation X and directly 'feel' the difference.

“We see an impact right away in the number of flights that are confirmed on any aircraft model that a broker has flown in,” he continues. “Not just because they can say they have flown in it, but because they now know exactly which mission the aircraft best fits. And since LunaJets' business strategy is to be fully independent, tailoring the aircraft to the individual and unique mission of every client, the sentence 'we recommend this aircraft model for this flight' carries much more weight.”

Sometimes brokers are given very little time with the aircraft sales representative at a show. “This is understandable,” says Peter B Lindgren Jr, president of Florida, USA-based Chateaux de la Vie Airchartering, “since they are really there to sell aircraft. In a perfect world we would be able to cultivate similar relationships with the reps as those we have with our clients.”

California, USA-headquartered Le Bas International COO Tracey Deakin agrees: “Expos are mostly geared towards manufacturers and vendors. However, brokers should be using these shows to exploit the opportunities to get on board because without knowledge, you can't sell the product.” He has started speaking to Embry-Riddle Aeronautical University in Florida about creating a targeted broker course, but as yet this is not off the ground. However, he is mid-way through planning a familiarisation event for staff and clients with an Airbus A340-300 speciality airliner. “We have quite a few charters coming up out of the US, and one coming out of LA, so we are going to set it up on the apron, alongside a BBQ, for our brokers and clients to climb on board.”

New York, USA-based Luxury Aircraft Solutions' advisors are put through a series of training sessions covering every aircraft, and their knowledge is tested daily. “In a team environment, peers are sometimes your greatest teachers,” says managing director Joseph Catanese. “But in any case, everyone working here has either had aviation experience or has graduated from an aviation university. Among our staff we have ex-pilots, ramp managers, station managers and customer service reps. Our customers realise they are more than just sales people.”

“Most brokers have at least a basic knowledge,” says Alan Ashkenazie, president of New York-headquartered Wingz Up, “but when they post trips on the message board they must realise the lack of supplementary information out there. I have found that my model of having direct contact with owners and operators enables me to increase my knowledge and use them as a sounding board for my ideas. Who better to ask than the professionals?” And this is the advantage a broker can also achieve at a show.

Brokerages do it themselves

Comprehensive training programmes have been put in place by some broking companies. One such is that of the UK's Smart Aviation, where new recruits are given regular access to aircraft both at trade shows and on visits to operators. Sales director Matthew Savage says: “It's not imperative that we actually fly on the aircraft, and certainly that's difficult to arrange for private jet aircraft, but to get on board the aircraft on the ground, and to understand the features and benefits from a client's perspective, is vital.”

On top of this, Smart Aviation recruits will be taken to see-off flight departures, to give them exposure to the whole departure process. “It's a good opportunity to go on board before the client arrives and liaise with the crew,” he adds. “It helps to ensure a seamless departure experience for the client.”

Influencing the client

From discussion between Smart Aviation's brokers and its clients, Savage says the company has learned: “It is far better to give the client the aircraft they want, rather than the one that can make the most money for us.” And that requires good product knowledge. “We work to maintain long term relationships with our clients, and ensuring they get all of the on-board services to meet their requirements is vital to client retention. We are reliant on a third party to deliver the end service to our client, so it has to be the right aircraft every time, or we will lose that client for good.”

LunaJets' clients are interested not only in getting from A to B, but also in the performance, space, features and interior design the aircraft offers. And the nature of the discussion is very different depending on the type of flight. “With a business traveller who cares mostly about time saving and efficiency, our advisors often discuss flight duration and seating arrangements. Individual leisure clients are more interested in aircraft performance, design and features. For families, the luggage capacity as well as bed features are most important,” says Segard.

This is where the broker's expertise comes into play: “A Global-addicted transatlantic client was recently amazed at the amount of natural light inside the G550 we recommended to him. In his after-flight questionnaire he declared the windows to be like widescreen TVs. And another was very happy that we persuaded him to take a Phenom 100 instead of his usual Mustang, as this time the flight was not for business but a weekend getaway with his wife and kids. The on-board toilets came in very useful.”

Product knowledge is key in sales

“When we attend trade shows and expos, or when we are out visiting an operator's aircraft, we really want to get a feel for the comfort, seat layout, headroom and on-board facilities such as galley and washroom,” says Savage. Smart Aviation will consider all the things that are important to its clients and put those to the test before the charter.

LunaJets advisors are encouraged to inspect the cabin alone so that they can put themselves in their clients' shoes. If the aircraft is exhibited by a manufacturer, they ask about the performance, cabin configuration options, certification and delivery dates (for new models), target market and technical and cabin comparisons versus both previous and competitor models. And if the aircraft is displayed by an operator, they ask about the hourly price, home base, availability, owner charter-friendliness, crew nationality and experience, catering and supplier options and the cost of wi-fi.

“Jet aircraft comprise so many specifications that you really need a seminar on each type and model,” says Emanuele Pavoncello, CEO of Italian brokerage Private Jet Finder. “But you can get the most out of a show visit if you have the opportunity to be assisted by a knowledgeable sales manager.”

Often a client asks for a specific aircraft and the broker needs to balance its suitability with availability. “It is no good agreeing to a client's demands if his choice of aircraft does not fit the mission profile,” Pavoncello adds. “Before submitting a request to an operator the broker should be comfortable discussing aircraft weight and capacity, runway length requirements, the general configuration of the aircraft and its endurance when loaded with passengers and luggage. The chance to visit shows like EBACE is the right time to get deeper into aircraft specification and performance information.”

And if it proves difficult to steer the client away from an inappropriate jet, a broker needs skill, knowledge and diplomacy to persuade them of the need to change models. Optional services such as de-icing insurance, ground transportation costs, sat phones and catering are all valid arguments to be used to seal a deal.

What a client wants: timeliness and service as well as knowledge

Knowledge is all well and good but it cannot stand alone. Deakin suggests that a follow-up conversation with the client after every charter goes a long way to doing justice to that relationship. Since the underlying products are, in some general ways, very similar, he feels this personal service should not be overlooked. If client relationships are going to stand the test of time, communication and attention to detail are key.

Deakin recalls a nervous client who worked for a large animation company in California: “Every year they do a Christmas show, and this particular year they were filming it in Denver, Colorado. His PA had set up a flight but he phoned me up in some agitation just before he was due to fly and asked when the aircraft was going to arrive. I said to him 'have we ever let you down?', and he replied 'no'. As I reassured him that the airplane would be there momentarily I could hear it going into reverse thrust down the runway. 'Aahh,' he said, 'It's here now. I knew it would be'.” Which goes to show that Le Bas clients have constant access to their broker, and Deakin finds it is a much stronger relationship as a result.

Choice, cabins and comfort

“It is crucial for a broker in Asia to be well versed with the different aircraft models available, particularly at short notice,” says Diana Chou, chairman and founder of Hong Kong brokerage L'Voyage. Compared to the developed markets in the West, there are far fewer aircraft to choose from and each owner may have their own set of conditions. “This is why we proactively source information on all the available and suitable aircraft in the market for our clients through our networks. Operators usually have limited fleets, whereas brokers can source the most ideal aircraft for their clients' needs. For certain charters from Hong Kong we may chauffeur our clients to an aircraft parked in Bao'an airport, Shenzhen in southern China, if that's the best option for them.

“Clients in Asia care about the three Cs - choice, cabins and comfort,” she continues. The choice of aircraft must take into account size, seating, availability of conference tables in the cabin section and humidity, along with the number and types of beds and sleeping positions. “All these factors influence what we want to find out about each aircraft,” she adds.

Jack Cheung, business analyst at Jetsolution Aviation Group in Hong Kong, points out: “Wi-fi is important to clients, as are beds, as well as smoking or non-smoking cabins and whether pets are allowed. From our experience, catering is important but technology and windows not so much.”

Since the typical mission varies by region, so does the mix of aircraft available for charter. Abdullah Al-Sayed, founder and chairman of Jeddah, Saudi Arabia-headquartered Nexus Flight Operations Services, says: “In the Middle East there is a greater preference for large cabin jets and the market for turboprops is smaller. The same is true for China, where business travellers are often going long haul. With the absence of smaller, local airports in China, short hop turboprops and light jets are less prevalent. But we should see this change as China builds more regional and general aviation airports.”

Every picture tells a story

While some operators do their best to market their fleets with online images of pristine aircraft, Lindgren has been on several jets and marvelled at the gap between what is shown in the photograph and the real thing. “There could be strange smells or worn out seats; there are so many misrepresentations you only notice in person. So the ability to offer a heartfelt recommendation to a client, to say 'I have been on that particular aircraft', or 'I used it for another client and while it's a great option I did notice that the seats were a little worn out for your liking', this reassures the client that you have their best interests in mind. And that is invaluable to them.”

Christina Fulton, celebrity brand ambassador to Chateaux de la Vie Airchartering was intro-duced to the brokerage a couple of years ago and says: “They get me, and get what my family needs when travelling, like no one else.” She relies upon their industry knowledge: “All clients want a great experience, and that is what brokers must provide.” Since no two trips are the same, Lindgren likes to take the time to discuss with the client their every charter request in vivid detail. He feels it is the company's duty, not job, to provide as much information as the client wishes to receive.

Attention to detail on board

Most Smart Aviation clients request a flight attendant. “Several clients have upgraded from light jets to Hawkers or Challenger 300s just to have the benefit of a flight attendant on board.” says Savage. “We also appreciate that on smaller aircraft we are reliant on the flight deck crew to assist the passengers with service, but sometimes, due to their workload, they are not able to do this in the way that our clients would prefer.”

He will also advise clients about the layout of aircraft; in particular paying attention to the group size as sometimes it is better to take a different aircraft if the seat layout is more conducive to a particular number of passengers, or if they prefer individual seats to sofas. And he is very careful to manage expectations when it comes to the standing room. “It makes a great difference when you can tell your 6'4” customer that when they want to take a two and a half hour flight in a light jet they may experience some discomfort, and that it is better perhaps that they opt for a larger midsize jet with a stand-up cabin,” agrees Air Charter Advisors' Steiger. He believes the opportunity to walk up the steps, smell the interior, touch the leather, sit on a seat, adjust its position and unfold a table is important. “How good at your job can you be if you don't know about what you are selling? Would you understand that the seventh passenger seat in certain planes may be a belted potty, which would only be good for a child or a 30-minute flight for a budget-minded group? It is possible just to refer to the specifications and details on manufacturers' websites, but having the chance to sit inside a plane and understand the width of the seats and cabin height is crucial.”

While seating configurations and galley space are important, Textron Aviation vice president of sales, Europe, Tom Perry advises that brokers should also consider other areas that will enhance the passenger experience. “Does the jet have an auxiliary power unit? This is an important feature which you will find on our Citation XLS+ and above, as it allows for climate control within the cabin when the engines are switched off. So for passengers travelling from a hot climate the cabin will be nice and cool when they board, allowing for greater passenger satisfaction.”

Another point to consider should be cabin pressure. “Aircraft offering a lower cabin altitude, such as our Citation Latitude, will contribute to reduced passenger fatigue,” Perry continues, “allowing travellers to arrive at their destinations feeling refreshed.”

Lastly, and not to be overlooked, he adds: “Brokers should ask whether the toilet is serviced externally as this makes for a more pleasant experience all round.”

On some aircraft, such as the Mustang, a broker should know to explain that the lavatory is for emergency use only and is not particularly private. Savage elaborates: “We bring it to a client's attention when offering an aircraft which requires the use of the belted WC seat as an additional passenger seat. In order to appreciate these things it is vital to have seen for yourself how this would work and whether it's appropriate for the client, in order to avoid a very difficult conversation afterwards.”

The tech stuff

Technology enjoys a fast pace of change and customer demands in this area are increasing. “They want to be able to access wi-fi for work and play, check their Facebook and Twitter accounts in the air and watch the latest films on their devices,” says Chris Watson, head of group broker desks, Luxaviation Group. “Europe's regulations and costs make that harder than in the US, but it is still a good idea to know what can be achieved across operators' fleets. At EBACE, not only is it possible to find out what can be achieved on different aircraft types, but exhibitors will welcome the opportunity to share their insights about the future of technology development in aviation.”

Smart Aviation's recruitment strategy means that all employees have a full understanding of all aspects of aviation. “We don't just employ salespeople,” says Savage, “we employ aviation experts who can sell the right aircraft to our clients. We take time to understand the difference between the thousands of aircraft on offer and to appreciate features such as wi-fi and on-board phones.”

Getting to know your FBOs

The Smart Aviation team spends a lot of time researching, visiting and using different FBOs, with some very mixed experiences. “We will always recommend an FBO that we think is the most suited to our client's needs, and obviously do this in conjunction with the operator,” says Savage. “It is important that all brokers understand the role of the FBO and the pressures they face. This is another reason why we always try and oversee the departure of each of our flights, in order to fully appreciate the task and to assist where necessary.”

On a recent flight the operator had forgotten to load the champagne order for its clients and the FBO staff were too busy to help. Savage recalls: “It was down to one of our team to go to the local supermarket. They delivered several bottles of champagne to the aircraft via another entrance, out of sight of our passengers in the FBO, and the client departed on time without even realising there was an issue.”

L'Voyage's Chou says: “The level of service varies between different FBOs, and the differ-ences are even more distinct in Asia. Besides geographical convenience, we take factors such as service levels and the physical environment into consideration. Moreover, it is necessary to be familiar with certain military sensitivities and the limitations of some FBOs in the region.”

And it's not just the FBO but the security and fuelling companies that matter as well. A good relationship with an oft-used FBO can bring certain benefits, as Luxury Aircraft Solutions' Catanese can testify: “We have many relationships with FBOs and when they know one of our flights is involved they usually give it, and the operator, special attention.” Knowing the ground operation is sometimes as important, if not more so, than the flight, and he may occasionally use the airport's main terminal for larger groups: “Time is made up on the ground, not in the air.”

How an operator can help the brokers

Luxaviation Group's Watson says: “Events such as EBACE present a fantastic opportunity for brokers to gain as much information as possible about today's marketplace.” And it's not just about meeting charter operators, but also handling agents, airport managers, aircraft manufacturers, even the caterers and the technology experts. “My key advice to brokers attending is to have a plan before you get there. Know who you want to meet, what you want to see. Experience and learn, and then make it happen,” he continues.

Last year, Luxaviation had a Legacy 600 in the EBACE static display. Not only could brokers experience the aircraft first-hand, but they were also able to find out what benefits the group offers brokers and their customers. “While it is best practice for a broker to have actually flown on as many aircraft as possible, and Luxaviation's broker desks are always keen to make that happen on empty legs and repositioning flights, the static display gives brokers the time to explore the aircraft and ask questions, to see how the seats feel, to see the baggage space and in some cases to sample the catering.”

Savage points out: “We'll recommend operators who we know have a reliable operations department, are able to cope in good time with arranging all aspects of the flight such as permits, slots and overflights and who can offer flexibility in terms of changes on the go. We have had bad experiences with some operators who are very good commercially but let themselves down operationally, so this is a consideration when recommending aircraft for our clients, particularly on challenging routes, or where we know slots might be at a premium.”

Watson adds that the teams from Luxaviation Group's broker desks are already planning to meet with their existing partners, and suggests that new brokers who would like to understand more about exhibiting operators' fleets should pay a visit. “EBACE is renowned for its excellent networking opportunities,” he says. “A lot of business decisions and good relationships are built at social gatherings. And the afternoon and evening networking opportunities are extremely valuable for brokers to ensure they can go home with more knowledge and better relations.”

According to Al-Sayed of Nexus, every trade show has its own personality and emphasis: “The BACE shows tend to emphasise the OEMs, whereas NBAA's Schedulers and Dispatchers conference gives a bigger voice to charter operators and brokers. The shows are ultimately about the metal on the ramp and brokers get lost in the shuffle. The real challenge is that the end users, the clients that ride in the back of the plane, don't come to these shows. They are too busy running their own businesses, so brokers must mingle with operators and vendors to build relationships. A show specifically for charter brokers and operators would be great,” says Al-Sayed. And Segard of LunaJets agrees with this: “I think that would be ACE...”.