How custom booking tech, transparent pricing, and high-touch service are quietly reshaping the private jet charter market.
Visualize the experience of traveling from San Francisco to Hong Kong by private jet, and certain words come to mind. Luxury. Convenience. High-end service. But the reputation of private aviation doesn’t always match the reality, says Kate Morello, VP, Enterprise Sales and Partnerships at evoJets.
“Private aviation used to be very binary,” explains Morello. “Your only two options were whole ownership of an aircraft or fractional ownership, similar to a timeshare. The industry has evolved beyond these traditional models over the last three to four years, and the old way of thinking no longer captures how the space actually works. The aviation market is significantly more accessible than most realize.”
Trust Is The Differentiator
The market is thriving. There were 3.9 million private jet flights in 2025, up 4% from the previous year. New models, including the types of on-demand charters and frequent-flyer membership programs that evoJets offers, are opening doors for customers who are interested in private air travel—but don’t want to commit to buying their own private jet.
Though the private aviation industry is associated with luxe amenities and exceptional customer care, the actual customer experience is often frustrating and time-consuming, says Morello. Customers have to use clunky manual processes, calling for quotes or sending emails back and forth, for basic functions, such as confirming routes, getting accurate pricing and booking flights.
“Most companies haven’t really prioritized technology because the traditional model worked ‘well enough,’” she says. “But ‘well enough’ just meant clients wasting their time on logistics that should be more seamless. They have to ask so many questions that should have already been answered. They can’t get instant pricing without having to sign up for some sort of membership. They don’t have access to real-time itinerary tracking for booked trips or upcoming trips.”
Morello says end users have made it clear what they want: more flexibility, more transparency. They want information at their fingertips and booking systems that work instantly, without having to pick up the phone or send a flurry of emails for every transaction. But that doesn’t mean they want a soulless, completely automated service either. In fact, they care more than ever about getting a personalized customer experience.
“Trust is one of the only durable differentiators in an industry as competitive as ours,” says Morello. “The market has become so saturated. Clients who trust us with their time deserve a partner who treats them like every flight matters. Clients are looking to shift from a purely transactional interaction to a more relationship-driven interaction. We like to make them feel cared for personally. They have the peace of mind knowing that, if they have a problem or question, they can reach out to a real person—often the same person every time.”
Technology With A Human Touch
Morello is adamant that private aviation companies need to ditch outdated operating models and adopt innovative technology if they want to meet real customer needs.
“We have to shift the conversation away from image—what looks good on the surface—toward practical value—what truly offers flexibility and transparency for clients,” says Morello. “In the future, private aviation has to feel more personalized than standard, but that can only be true for companies that invest in the right infrastructure. We’ve always prided ourselves on being a tech-focused company that happens to work in aviation, not the other way around.”
In recent years, evoJets has developed 100% proprietary technology to give customers greater control over their booking experience. The company’s platforms include a new website, a mobile app, in-house enterprise resource planning and B2B SaaS tools.
“We tell our clients that we’re the only private aviation partner they’ll ever need—and try to mean that as literally as possible,” says Morello. “The platforms are built to be flexible and have limitless growth options. So whether they’re booking their first flight through the app or someday they own multiple planes, we want our tech to be structured enough to support that entire journey.”
evoJets customers can now complete a full booking through the app, no human intervention needed. They have access to a cost calculator based on trip routes and dates, guaranteed pricing and instant booking on select routes and integrated add-ons, such as catering orders and ground transportation reservations.
Customers have all the information they need, and they get to decide how involved they want to be. The default is hitting the easy button.
“Clients understand everything that’s going on with their booking, but they don’t have to be responsible for it,” says Morello. “You can be an active user if you choose, but we on the other side are always handling everything for you.”
Lessons From The Launch
Morello wants other leaders in her industry to pay attention to these trends and take part in rewriting the playbook for modern private aviation.
Her advice for companies that want to build in-house technology is straightforward: Get as much data as you can. Gather it early; review it often.
“Data is the foundation of everything we do here,” says Morello. “We have 20-plus years of industry experience and subsequent data to draw from. You want as much data as possible to shape how you create new platforms and how you can pivot them to stay relevant. Continuously analyze your data to see how the marketplace is moving.”
Leaders expect to encounter challenges around a product build-out and launch, says Morello, but they often underestimate how difficult it will be to get people to use the new product.
“A lot of people are a bit afraid of change, especially when they’re used to working with such a traditional model in the aviation space,” says Morello. “Have confidence in your products, and instill that confidence in your clients.”
Change can take time, but leaders can expedite the process by following the old chestnut, “Show, don’t tell.”
“Getting users to sign up for the app was a challenge in the beginning because we had to reframe their thought process,” says Morello. “Doing walk-throughs and showing them all the ways they could use the features in the app helped overcome their uncertainty. Show your clients how an intuitive technology will take care of a process from start to finish. Make this the takeaway: At the end of the day, we just want the technology to handle things for you and put your mind at ease.”
