The economy has been in slump for some time, and while there are signs of improvement, the recovery is not here quite yet. Unfortunately, aviation has taken a disproportionate hit during these tough times, undeservedly positioned by the media as a prime example of corporate excess. Automobile executives flying corporate jets to Senate hearings only added fuel to the fire, and flamed an anti-aviation agenda in the news media.

Even those not hard hit by the economic downturn feel it is bad taste to flaunt their wealth. For example, a neighbor is installing an in-ground pool in their backyard, but won’t even allow the contractor to place a lawn sign advertising the pool company.

Aircraft Charter Especially Susceptible in Tough Times

In good economic times, wealth expands, allowing discretionary dollars for private jet travel. During a recession, the opposite occurs, and because aircraft and infrastructure costs remain fixed despite the economic climate, an extended downturn can have a major impact on an air charter company’s ability to sustain itself. Air charter companies have been especially hard hit, with a number of high profile companies like JetDirect going bankrupt as a result.

Effective Marketing Provides Survival Strategies

In tough economic times, aircraft charter companies that are able to maintain – even increase their marketing and sales efforts and implement an effective marketing program – are those best able to weather the storm,  emerging even stronger when the economy eventually improves. And it will.

Aircraft Charter Industry’s Survival Strategy

PART I: Utilize cost-effective marketing tools

The first part of the air charter survival strategy during these challenging times is to utilize low-cost marketing tools that can have an immediate impact in generating sales. Look no further than your website.

1. How easy is it to book a flight or request a quote from your website? Some air charter websites have the ability to book right from the homepage. Prospective customers may visit two or three websites. The one that makes it easiest for them wins their business. Is your website optimized for search engines? Will a prospective customer find you via a Google, Yahoo, or Bing search for air charter in your particular city? If you type “aircraft charter (your city)” into Google and your website does not appear in the first three pages, then you are at a definite disadvantage to those competitors that appear high in the search ranking.

2. Are you active in industry groups that serve aviation and industries that use air charter services? Networking is still a great, low-cost way to meet new prospects and build a network of associates who can refer business to you.

3. Are you getting your story out to the press on a consistent and frequent basis? An on-going public relations campaign is another relatively low-cost, but effective way to build awareness for your air charter business with prospective new customers.

PART II: New Opportunities Exist, Find Them!

The second part of the survival strategy is to be on the lookout for new opportunities – even when the market turns south.

1. Corporations that have eliminated flight departments. Many of the aforementioned automakers have sold off their corporate jets, and closed or reduced flight departments. However, these high-level business executives will not fly commercial if a practical charter alternative is made known to them.

2. Individuals who have sold their private jets. Like those celebrities that have traded Humvees for a Tesla, owning a private jet these days is considered much too bourgeois. But Lady Gaga must travel, and she’s not going to feel comfortable in one of her crazy outfits, even if she flies first-class.

3. Companies sending teams of people on location. Any company that needs to send a team of employees to service a client’s needs on location is going to find air charter an attractive and cost effective alternative to commercial air travel. Research engineering and consulting firms or other industries that need to transport teams of staff to the same locale.Reach out to them and show them how a private charter flying direct to their destination can provide considerable savings in cost and time.the time savings and cost savings of flying direct on a charter is quite attractive to the bottom line.

4. Companies doing business in locations not served by major airports. If a business executive needs to book connecting flights into regional, rural or secondary airports,the cost factor for commercial flying rises exponentially. Educate these companies about the savings air charter can provide in terms of money and time when travelling to regions not served by major airports.