Titan: modern entertainment systems

Brokers worldwide take on board the business potential of conversions

The demand for converted commercial aircraft reached new heights as the private aviation boom years led to lengthy waiting lists for everything from Phenoms and Mustangs to BBJs and ACJs. Now, with the global recession putting corporate budgets under pressure, the appeal of conversions remains strong. They can be more cost-effective to charter than new aircraft, and they offer bespoke interiors, although they can be slower. And air charter brokers have to be sure that their clients will be comfortable with aircraft that are obviously less modern than jets rolling off the production lines.

But London Stansted-based Titan Airways is in no doubt. It presented its newly configured 44-seat Boeing 737-300QC to charter brokers and their considered verdict was: "This aircraft will sell itself."

The aircraft, showcased at Inflite's new London Stansted FBO, has been in the Titan fleet for a year, originally flying in a single class 130-seat layout. Now, after an extensive three months' work by Inflite, it features just 44 seats in a comfortable business class layout.

Air charter broker Trevor Wright from Planesense Aviation said the cabin had a "real look of Ferrari about it – extremely stylish. I will certainly be recommending it, and it's perfect for European car launches on conference and incentive trips." Lawrence Reed from Air Partner plc, one of Titan's biggest charter users, agreed. "Its appeal is also its generous hold capacity, which will be a strong selling point for the music tours we do," he suggested. Tim Procter from Air Charter Travel noted the cabin was extremely roomy and fresh looking. "The yellow and black colour scheme is very distinctive," he said. "Beautifully presented for a QC aircraft," added Spencer Arnold from Hunt and Palmer. "Ideal for the corporate charter market. Who could fail to be impressed?"

Much of a conversion's appeal to brokers depends on the quality of design. The feedback on the 737-300QC was that the seats upholstered in yellow and black leather in a spacious four abreast configuration would appeal. Titan says it styled the aircraft in response to market demand.

Alastair Kiernan, Titan Airways commercial director, says: "The new layout, represents an investment of £0.5 million and affords plenty of personal space and leg room, making it ideally sized for corporate charters. It is well suited to incentives, product launches, music tours and football charters. One well-known London premiership team has already flown on the aircraft."

Titan Airways' 737, which originally flew with Falcon Air of Norway, features two club-four seat arrangements at the front, with a coffee table that can convert to a full working/dining table for each club-four setting. A fixed divider separates these seats from the front of the cabin, which offers 36 forward facing seats with a seat pitch of approximately 62 inches – almost twice that of an average 737. Each leather seat is formed in a cradle design for optimum comfort, complete with moveable headrest and footrest, ample recline and in-seat power connectivity for laptops, electrical equipment or inflight entertain-ment. Titan is promoting Mezzo handheld multi-channel units which play films, short features and documentaries.

Kiernan says: "On board, Titan's inflight attendants provide a discreet, yet attentive service. A selection of à la carte menus is offered, complemented by fine champagnes and wines carefully selected from around the world. The 737-300QC will be able to fly Europe-wide with a four and a half hour range – for example, London to Cyprus and the Canary Islands direct."

Titan's customers include cruise lines, pop groups, blue chip organisations, finance houses, major car companies and tour operators. But the 737-300QC is not solely dependent on executive charter. All the seats are palletised on a roller track and can be removed inside one hour enabling the aircraft to undertake night flights for the Royal Mail. The seats are kept safe overnight in one of Titan's hangars.

Some charter brokers, such as Antony Rivolta from Jetclub Spain, only use conversions occasionally. Rivolta says: "I have no issues at all with airliners that have been converted into vip configuration." However: "We have only performed perhaps two charters in 11 years on a vip configured airliner but this primarily because our business is European short haul and they are simply too expensive for that type of mission."

Rivolta adds: "I am also fairly certain that the days are numbered for older equipment such as 727s etc as most clients favour the new generation purpose built conversions such as BBJ/319CJ. It remains to be seen whether there is a market for newer conversions such as the Phoenix CRJ."

The medevac attractions of Project Phoenix CRJ 12s have been enhanced. Passengers and crew flying newly-reconfigured Project Phoenix CRJ 12 to 19-passenger aircraft will receive built-in access to life-saving MedAire medical solutions. These include a complementary MedAire medical package which brings a one year subscription that connects passengers and crew to doctors in MedAire's 24/7 MedLink Global Response Centre. "In the event of an in-flight medical event, crew members can contact MedLink emergency care doctors via their satellite phone or radio," says vp sales Mike Creed.

However, conversions that fulfil a market niche are in demand, with 328 Support Services placing two vip Dornier 328s into Dubai.

The order, placed through trading company HYSSOP Global, based in Nigeria, is for two 31-seat airliner-configured 328 Jets. These were previously operated by oil company Shell of the Netherlands. The company says: "Both are low time aircraft, with 6,000 hours logged. They will be modified by 328 Support into 10-seat vip aircraft, replicating the 10-seat vip layout the organisation showcased at the MEBA show in Dubai."

Enquiries from brokers who appreciate the Dornier 328's ability to land on shorter runways are expected.

328 support services ceo Dave Jackson says: "This latest contract follows hard on the heels of 328 Support's deal with Aviando Services from Miami, Florida. It is taking an ex Atlantic Coast Airlines N-registered 31-seater which 328 Support is converting to a 12-seat vip Envoy."

He adds: "The owner is also discussing the possibility of taking a third aircraft. 328 Support will provide spares and stock inventory in readiness for delivery in the fourth quarter of this year. The second aircraft will follow in the first quarter 2010."

328 Support recognises that the interior look is critical. "Special interior features will include an all new inflight entertainment system, De Crane soft leather seats.  328 Support Services' engineering team will also fit long range fuel tanks to the aircraft, enabling a 2,000 nm range – for example,  Dubai to Cairo.  328 Support will also carry out a series of heavy maintenance checks and other modifications prior to delivery," says Jackson. Entertainment systems are also a big selling point for charter operators, brokers and their clients.

Cirrus Aviation, part of the newly expanded DC Aviation Group, also has a 328 jet. 328 Support turned this aircraft into a 12-seat vip layout from its previous 32-seat airliner layout. It also carried out the modification and conversion to vip layout of the five 328s operating with Icejet which is basing two of its five 328 jets at the UK's Oxford Airport.

The first aircraft to feature the IFE/CMS package will be MSN 3209, destined for Aviando Services during the fourth quarter 2009. Jackson says: "We are delighted to have won new business especially in the face of immensely tough competition in the Middle East which has flattened off and become a buyer's market."

The Middle East and Russia are potential growth markets for Dornier 328 conversions. "The economics are marvellous," says Air Charter Travel's Tim Procter. "The Dornier 328 fills an important niche in the market offering a Gulfstream interior at a King Air price."

Procter points out: "The 328 cannot match the Challenger or Gulfstream for speed but it is ideal for travel around Europe and the shorter runways of airports such as London City are not a problem. Clients might have to travel a bit slower but they can make up for it by using airports not accessible to other aircraft that have the advantage of quicker processing. In ball park terms the flight might take 20 minutes or so longer but landing and clearance throughput could be 90 minutes less. Obviously I wouldn't recommend the 328 for travel for those whose top priority is speedy intercontin-ental transit but it is an excellent aircraft for comfortable journeys of around three hours."

The company used 737-300s and 747s for the recent European football cup final in Rome when fans saw Barcelona beat Manchester United 2-0 and it was the same type of charter approach the year before in Moscow when United won 1-0 against London's Chelsea.

But conversions as well as the larger, modern aircraft play their part in Air Charter Travel's provision. It works closely with Icejet which operates five 328s and whose business relies almost entirely on broker recommendations. Jon Ingi Jonsson, md and captain, says: "The Dornier 328 is the secret of our success. It is very efficient, reliable and cost-effective and it is a pity that it is a model that is not being made any more."

Icejet bases the 328s in countries such as the U.K., Russia and Latvia. Jonsson says comfort, reliability and baggage capacity makes the 14-seat vip-configured Dornier 328 ideal for music tours, leisure and business trips. He reports that the 19-seat corporate shuttle configuration is proving a popular alternative. "The Dornier 328 fills a niche in the Russian market as it is a good alternative to the current types currently available there. The 14 seat Envoy can carry a large group in comfort, and has a 750kg cargo hold with enough space for all their luggage, ski gear, music equipment or golf clubs. At a more cost effective price than a Global Express or Challenger, the 328 is ideal for the short haul leisure market."

Jonsson reports good progress in marketing 328 charters through Russian brokers appointed to represent Icejet and he believes there is similar potential in the UAE and wider Middle East.

Two 328s are fitted with long range fuel tanks, giving a 2,000 nm range, enabling such direct sectors London-Moscow and London-Palma, Mallorca.