After working in the hospitality industry for many years, in 2005, Adel Mardini, President and CEO of Jetex, realised the potential for a one-of-a-kind company that catered to the needs of high-profile clients in every aspect of flying, be it luxury, handling or fuelling, concierge services.
Adel Mardini, President and CEO of Jetex
He set about creating Jetex, a luxury aviation company that would incorporate all of these things, flying the world’s rich and famous to some of the most luxurious destinations around the globe.
Today, almost two decades later, Jetex has become a leader in luxury aviation globally, offering chartered private jet flights, as well as five-star service and the highest attention to detail. The company has built a reputation for its concierge services as well as the highest level of luxury for clients at every step of their journey. With the luxury aviation industry booming, now is the time to expand and broaden the horizons of the company, and we talk to Adel Mardini to find out more.
Tell us about the current vision and direction for Jetex.
After our huge achievements since COVID and in 2023 our direction is focused on continuing to grow and develop our brand as a leader not only in aviation but in luxury. We see ourselves as one of the top five globally in luxury travel. We are providing a full concierge service for our guests, crew and customers, and we are so happy to say that we changed the industry and the concept of business aviation, and it’s now possible for any passenger to be our guest.
Who are your customers, how are you serving them, and how does Jetex work as a business model?
Our customers are individuals with high incomes. Celebrities, people who can afford to pay ten thousand dollars per hour. During the pandemic, we saw a lot of people move from using commercial airlines and flying first class to flying in private jets. And many of those people haven’t reverted back. To put it in perspective, before COVID-19 in 2019, we had around 3,500 flights. Last year, we did around 11,000 flights. So, the jump in the number of flights due to the pandemic is significant.
With such growth of the company and the industry as a whole, where do you see the market going moving forward?
Globally there are around 22,000 private jets. I see all of the markets globally continuing to grow, especially in Dubai. Dubai right now is a number one destination and a business aviation hub for the Middle East, Asia and Africa. Last year Dubai had almost 23,000 private jet flights which is a huge achievement. I believe this number will increase to 30,000 flights within the next three to five years. The reason is the infrastructure that Dubai has built, the facilities that the city has, and the way the city is growing. I don’t see any challenge in this industry, I see the demand is more and more. If you speak to any major aircraft manufacturer globally, they have all sold their products until 2027. There is no slowdown coming.
As a business and as the founder of that business, there must be some challenges, though…
Every business has a standard, but in our business, there is no standard because our standard is customer satisfaction. Knowing how I can accommodate our customers to achieve their targets and meet their expectations is our biggest challenge. We are dealing with customers who have everything. So what we sell them is one part, but providing an experience is the main part.
We study every single guest that flies with us beforehand so that we can understand their profile and their likes and dislikes. This is an asset for us as it makes our guests feel at home. This is what sets us apart. Our guests will only be in the lounge for 10 or 15 minutes, so we have very limited time to impress them and make an impact.
Tell us about the new Jetex terminal in Abu Dhabi.
We are very proud to be in Abu Dhabi, it’s another milestone for us. It was a very smooth process, and we will be in the airport for the coming 10 or 15 years. Abu Dhabi is a very important destination for us, and we are planning to push the business there more and more.
What is the landscape for Jetex globally, and how does the Middle East fit into this?
Our global business is based on each market’s culture. Our team in London for example, is very different to our team in Dubai because of the cultural values and needs of customers. This is why we always ensure our staff are well trained and have great knowledge of our destinations. In Dubai, we are growing, and we want to continue our growth all around the world.
What is in the pipeline for the coming year?
Moving forward, we are targeting the Asian market a lot more.
Have you seen a change in terms of the profile of your customers since the pandemic, and are you finding customers are looking for different things in the UAE today?
For sure. Before the pandemic, most of our customers were travelling for business. Since the pandemic, that has changed, and many of our customers are now travelling for leisure. Many of our customers today work in the crypto sector, fashion, and celebrities, this is very different from what we were used to before. Even the age category has changed. Most of our customers used to be in the 50-70 years old bracket, but today there are a lot of customers between the ages of 25 and 35. So, there are some huge changes in the industry.
What do you think impacts customer’s decision to fly private?
It’s about privacy. A first-class seat on Emirates Airlines is much better than a seat on a private jet, but it doesn’t have the same privacy and seamless process, and this is what impacts people’s decision to fly on a private jet.
What do you look for when you’re expanding your team?
The first and most important thing is credibility. We also want them to be passionate about what they do and to enjoy the experience.
What first inspired you to create Jetex back in 2005?
Before starting this business, I worked in hospitality, so I understood what guests need and how it is all about the details. It’s not just about the standard; it’s about fulfilling and understanding each customer’s individual needs.
What is your professional motto?
Nothing is impossible.
What would you still like to achieve with Jetex?
I want to continue to perform in terms of hospitality and combine the worlds of hospitality and aviation.
If you could give your younger self one piece of advice what would it be?
Make a dream.
