Kevin Ducksbury

Middle East partners enhance rising appeal of Air Partner's JetCard programme

Air Partner Dubai is responding to tough market conditions in the Middle East by launching a multi-faceted marketing campaign targeted at its core high net worth individual (HNWI) clients while simultaneously developing its niche ad hoc cargo charter operations.

Kevin Ducksbury, director Middle East & Asia, (front cover photograph) says that Air Partner's JetCard programme is being marketed in the region in conjunction with prestigious partners including Bentley Motors, the Dubai Polo Club and the CEO Club.

Air Partner Dubai, one of 23 offices worldwide in the Air Partner Group, has been offering commercial airliner, private jet and freight charters since it opened in 2002. "Once JetCard is fully established, branch openings in other key Arab Gulf locations are planned," Ducksbury adds. "Our major focus is on the requirements of HNWIs."

Ducksbury, who moved to Dubai in August 2008, admits: "It certainly was a difficult time, though coming off a low base, I can still claim that we have seen growth in our private charter business even over the last six months. The global economic downturn has led to a change in the nature of the private jet segment. Formerly it would have been corporates but now opport-unities are more evident in other areas.

"We are fortunate to have the company's global experience to draw on, which helps to identify sectors that produce good results even in difficult times – government and military work is a good example; it forms up to 60% of private charter work in our other offices, and is a sector we hope to grow here."

Ducksbury says the JetCard programme has aroused a lot of interest in the region. "We are obviously marketing it direct as well as through partners. I think it is fair to say that, while Air Partner's expertise in the HNWI market has been established in Europe and North America for years, it does not have the same widespread recognition in the Middle East and this is something we are working hard on."

He adds: "Eid al-Fitr begins in September this year and we expect our marketing initiatives to bear fruit as clients look seriously at their holiday breaks following the observance of Ramadan."

Ducksbury says that the appeal of the JetCard is that the client just has to inform Air Partner where they need to be. "Primarily we anticipate the card being used by Middle East customers for their flights into and throughout Europe. Intra-Middle East flights can certainly be included, though will need to be priced on an ad hoc basis because of the low availability of aircraft on each route.

"I believe that we are the first broker to offer a membership card in the Middle East, though there are several in the U.S. and Europe – few requiring as low an entry commitment as ours or offering complete refunds for unused hours."