Private Aviation Brokers Advise Travel Agents on Identifying Jet Clients, Commission Rates and Costs

Private aviation brokers Mark Green, CEO of Volanteus, which marked its 10-year anniversary on 1 October, and Sam Sargent, founder of BLAK Aviation, say travel agents should not write off selling private jets entirely, even though some encounter obstacles. Coventry-based Travel Counsellors agent Donna Gilbert, who has not yet sold one, finds that even wealthy clients prefer to spend on accommodation and experiences. Derek Small, Managing Director and owner of The Flight Centre Greenwich, raises an environmental objection, particularly for short-haul routes within and to Europe.

Green suggests agents sound out clients with a higher-than-average budget, noting that asking a broker for a quote is typically free and quick to prepare. Sargent advises looking for clients who prioritise convenience and time over money, such as those wanting to reach remote, poorly connected locations at a specific date and time. He recommends asking whether a private aircraft would be an option from a logistical point of view for a particular trip, rather than asking if a client is interested in a private jet.

Brokers expect a brief covering route, number of passengers and dates. Green advises agents to go further, specifying the exact departure airport (London has multiple airports), plus food preferences and hobbies, so personalised items can be placed on board. Aircraft age can matter: some clients accept a 20-year-old aircraft refurbished three times, while others want one built within five years.

Both brokers leave the commission to the agent, who states what they want to earn; it is added to the client's invoice and, at BLAK Aviation, paid to the agent on completion of the flight. Sargent warns that adding 10% or 20% commission risks pushing the total well above what the client's own broker or an aircraft provider would quote, and recommends a lower amount.

Green says a private jet is not twice as expensive as First class but not far off. Sargent, who has a network of over 3,500 aircraft globally, estimates a small four-seat jet between London and Paris at £5,500 in total, versus around £20,000 for an aircraft seating up to 16 passengers. A long-haul flight from one side of the world to the other starts at north of €250,000 (£210,000). The longer the flight, the greater the cost gap versus First or Business class.

Sargent says serviceable runways exist in most popular tourist destinations, and private jets can use commercial airports as well as dedicated terminals such as Farnborough Airport. He calls Heathrow 'incredibly expensive for handling' even for private jet customers. UK late-night flights are limited by noise restrictions, with Birmingham and Southend tending to have fewer.

In Europe, airport slots are the main challenge in peak summer; Sargent names Naples, Mallorca, Mykonos and Cannes as very restricted in slots, parking spaces or handling staff.

Charter brokers depend on origination, and travel agents already hold the client relationship and the trip brief. Offering agents a free, quick quote and a commission line lets a broker reach buyers who would never call a charter desk directly. The segment's economics show in the pricing guidance: the same £5,500 London-Paris hop and the same long-haul trip starting above €250,000 are quoted by several intermediaries, so an agent's added margin sits on top of someone else's margin and must survive comparison.

That comparison is why the brokers steer agents toward modest commission and toward clients buying time, access or logistics rather than prestige. Demand also bends around capacity limits rather than price alone: when slots, parking spaces or handling staff run short at places like Mykonos or Cannes in peak summer, a quote can be easy to produce and hard to fly.

The environmental objection raised for short European routes is the open flank. Nothing in the brokers' pitch resolves it, so how agents answer it with clients will decide how far this channel extends beyond long-haul and remote-destination trips.