Business Aviation
Wheels Up Unifies Brand and Launches Concierge Service Model
Wheels Up consolidates US private aviation services under one brand and introduces a concierge-level customer engagement model aligned with Delta Air Lines.

This article is based on an official press release from Wheels Up.
Wheels Up Unifies Brand and Launches Concierge Service Model
On January 27, 2026, Wheels Up Experience Inc. announced a comprehensive restructuring of its customer engagement strategy, marking a significant step in the company’s ongoing turnaround efforts. The Private-Jets provider is unifying its various service offerings, including membership, ad-hoc charter, and group charter, under a single Wheels Up brand within the United States. Concurrently, the company is introducing a new “concierge-level” service model designed to mirror the sales structure of its largest shareholder, Delta Air Lines.
According to the company’s announcement, this strategic shift aims to eliminate fragmentation in the customer journey. By retiring the Air Partner brand for U.S. private jet operations and consolidating teams, Wheels Up intends to provide a seamless entry point for all flyers, regardless of whether they are programmatic members or occasional charter clients.
“These go-to-market changes are designed to deliver a more seamless and personalized experience while leveraging the full breadth of our industry-first aviation solutions platform. By unifying our global membership and charter sales teams and our customer service functions, we will provide a consistent experience throughout the customer journey.”
George Mattson, CEO of Wheels Up
Consolidating the Air Partner Legacy
A central component of this restructuring involves the integration of Air Partner, the global aviation services group Wheels Up acquired in April 2022 for approximately $107 million. Until now, Air Partner operated as a distinct entity, primarily handling ad-hoc charter brokering and group travel. Under the new strategy, Air Partner’s U.S. private jet and group charter operations will move strictly under the Wheels Up banner.
The company noted that the Air Partner brand will not disappear entirely; it will be retained for cargo services and operations outside the United States, with international alignment expected to follow in the coming months. Mark Briffa, Chief Sales Officer at Wheels Up and former CEO of Air Partner, emphasized that the move leverages Air Partner’s historical strengths within a unified platform.
“Bringing our teams together under one platform and one brand allows us to build on Air Partner’s over 65 years of heritage… while delivering more connected, coordinated, and comprehensive solutions for customers.”
Mark Briffa, Chief Sales Officer, Wheels Up
The “Squad” Model and Delta Alignment
The operational overhaul introduces a “concierge-level customer engagement model” that replaces general call centers with dedicated, regionally focused teams. According to the press release, clients will now be paired with specific “squads” responsible for the entire lifecycle of their travel, from initial booking to trip execution.
This structure is explicitly modeled after Delta Air Lines’ global sales organization. By aligning its sales teams geographically and by industry sector, Wheels Up aims to facilitate “co-location” with Delta’s corporate sales teams. This alignment is intended to streamline cross-selling, allowing the two companies to jointly pitch corporate accounts on a hybrid travel solution that combines commercial flights with private aviation for “last mile” connectivity.
AirPro News Analysis: Elevating the Ad-Hoc Flyer
While dedicated account management is a staple of private aviation for fractional owners, such as those at NetJets or VistaJet, Wheels Up’s application of this model to ad-hoc charter flyers represents a notable shift in strategy. Historically, the industry has bifurcated service levels: card members receive high-touch care, while one-off charter flyers receive transactional support.
By extending “concierge” treatment to ad-hoc customers, Wheels Up appears to be targeting the fragmented charter market aggressively. This move suggests a Strategy to incubate occasional flyers into long-term members by demonstrating service consistency before a membership commitment is made. Furthermore, the standardization of the fleet, transitioning to Embraer Phenom 300 and Bombardier Challenger 300 aircraft, supports this service promise by reducing the variability often associated with floating fleets.
Financial Context and Turnaround Progress
This announcement arrives as Wheels Up continues to execute a multi-year turnaround plan under CEO George Mattson. In its Q3 2025 financial results, released in November 2025, the company reported a net loss of $83.7 million. However, the report also highlighted improved contribution margins and a forecast for positive Adjusted EBITDA in 2025.
The unification of the brand and the streamlining of sales teams are likely aimed at reducing operational overhead while maximizing the revenue potential of the Delta partnership. As the company approaches its Q4 and Full Year 2025 reporting date in March 2026, these structural changes will be scrutinized as key indicators of the company’s path toward sustainable profitability.
Sources
Photo Credit: Wheels Up
Business Aviation
Bombardier and Rolls-Royce Launch Global 5500 6500 Health Monitoring
Bombardier and Rolls-Royce integrate Smart Link Plus with Pearl 15 EVHMU for real-time engine health monitoring on Global 5500 and 6500 jets.

Bombardier and Rolls-Royce have launched an integrated aircraft health monitoring program for the Global 5500 and 6500 business jets, enabling real-time engine data transmission to ground support teams to minimize operational downtime.
Announced in a press release on June 25, 2026, the upgrade combines Bombardier’s Smart Link Plus system with the Rolls-Royce engine vibration and health monitoring unit (EVHMU). The integration allows flight crews and maintenance personnel to proactively troubleshoot in-flight alerts by automatically sending data to the Rolls-Royce 24/7 Business Aviation Aircraft Availability Centre during and after each flight.
System capabilities and data integration
The joint program focuses on the Rolls-Royce Pearl 15 engines that power the Global 5500 and 6500 aircraft. Through the EVHMU, the system accesses approximately 10,000 engine performance and health parameters. This telemetry is then routed through the aircraft’s Smart Link Plus infrastructure to provide a comprehensive diagnostic picture to ground crews before the aircraft lands.
Anthony Cox, Bombardier’s Vice President of Customer Support, stated the integration allows operators to “seamlessly benefit from enhanced end-to-end data services that help optimize aircraft performance and reliability while continuing to keep maintenance costs in check.”
Fleet adoption and service availability
Bombardier reports that approximately 450 of its aircraft are currently flying with the Smart Link Plus service. The manufacturer noted a 99 percent renewal rate among current operators using the platform, indicating strong market reception for connected aircraft data services.
The new EVHMU integration upgrades are currently available for installation at Bombardier Service Centres worldwide. Cox described the collaboration as a first in business aviation, emphasizing the joint effort between the technical teams of both original equipment manufacturers to streamline customer operations.
AirPro News analysis
The integration of airframe and powerplant health monitoring systems represents a growing trend in business aviation maintenance. By bridging the gap between Bombardier’s airframe data network and Rolls-Royce’s engine telemetry, the two manufacturers are reducing the diagnostic burden on operators. We view this as a necessary evolution for ultra-long-range business jets, where dispatch reliability is a primary competitive metric. The high renewal rate for the existing Smart Link Plus program suggests operators are already seeing a return on investment from predictive maintenance capabilities.
Sources: Bombardier Inc.
Photo Credit: Bombardier Inc.
Business Aviation
EU Court Annuls Business Aviation Green Taxonomy Exclusion
The EU General Court overturned a 2023 rule barring business aircraft makers from the European green taxonomy on June 24, 2026.

The General Court of the European Union has annulled a 2023 European Commission directive that excluded business aircraft manufacturing from the bloc’s sustainable finance framework. The June 24, 2026 ruling prevents a blanket ban on green financing for the sector, distinguishing the environmental footprint of aircraft production from flight operations.
In a press release issued on June 24, 2026, Dassault Aviation welcomed the decision, which concludes a legal challenge the French aerospace manufacturer initiated on July 4, 2024. The original European Commission policy, adopted in June 2023 as part of the Climate Delegated Act, had categorized business aviation manufacturing as ineligible for the European green taxonomy, a classification system designed to direct capital toward sustainability.
Legal challenge and court findings
Dassault Aviation filed the lawsuit in Luxembourg, arguing that the European Commission failed to account for the industry’s specific operational profiles and decarbonization investments. The manufacturer was supported in the proceedings by the European Business Aviation Association (EBAA) and French aerospace company Daher, who intervened on behalf of the sector.
The court’s ruling centered on the distinction between the emissions generated during the manufacturing process and those produced during aircraft operations. According to reporting by Corporate Jet Investor and Global Banking & Finance Review, the judges noted that the European Commission did not sufficiently prove that other transport modes serve as credible, low-carbon alternatives to the specific connectivity and flexibility provided by business jets.
In its official statement, Dassault Aviation noted that the 2023 decision “blatantly failed to consider the specific characteristics of business aviation and its role in certain missions.”
Industry reaction and financial implications
The business aviation sector has faced mounting regulatory pressure in Europe regarding its carbon footprint. Exclusion from the green taxonomy threatened to limit manufacturers’ access to favorable financing terms, despite ongoing industry investments in Sustainable Aviation Fuels (SAF), advanced composite materials, and aerodynamic efficiency improvements.
The EBAA praised the annulment as a necessary correction to European environmental policy.
“The court’s judgment marks a significant and welcome development. It restores a more evidence-based and technology-neutral approach to sustainable finance rules,” the EBAA stated following the ruling.
An EBAA spokesperson added that the decision represents an important recognition that the sector cannot be excluded from sustainable finance based on blanket assumptions.
Dassault Aviation, which reported €7.4 billion in revenues and employed approximately 15,000 people in 2025, views the ruling as validation of its manufacturing practices. The company has delivered over 10,000 military and civil aircraft over its 110-year history, including 2,800 aircraft from its Falcon business jet family.
AirPro News analysis
We view this ruling as a critical precedent for aerospace manufacturers navigating the European Union’s complex environmental regulations. By forcing regulators to separate the industrial process of building an aircraft from the emissions generated by the end-user, the General Court has provided a pathway for manufacturers to qualify for green financing based on their factory-level sustainability and research into low-emission technologies. The European Commission now has a two-month window to appeal the decision to the European Court of Justice (ECJ). If the ruling stands, it will likely prompt a revision of the Climate Delegated Act to include specific, technology-neutral sustainability criteria for business aircraft production rather than an outright exclusion.
Sources: Dassault Aviation
Photo Credit: Dassault Aviation
Business Aviation
De Havilland Canada Delivers First Twin Otter Classic 300-G
De Havilland Canada delivers the first DHC-6 Twin Otter Classic 300-G to Swiss operator Zimex Aviation, its first EASA operator.

De Havilland Aircraft of Canada Limited has delivered the first production DHC-6 Twin Otter Classic 300-G to Swiss operator Zimex Aviation Ltd., marking the official entry into service of the fifth-generation utility aircraft.
Announced in a company press release on June 24, 2026, the handover of aircraft serial number 998 establishes Zimex Aviation as the first European Union Aviation Safety Agency (EASA) operator of the new variant. The delivery fulfills an initial purchase agreement for two aircraft signed at the 2023 Paris International Air Shows.
Technical enhancements and fleet standardization
The Classic 300-G introduces several design changes aimed at increasing payload capacity and operational efficiency. According to De Havilland Canada, the new variant features a lighter airframe and a completely redesigned cabin interior. The updated passenger seats are 15 percent lighter than those in previous generations, contributing to a reduction in the aircraft’s basic empty weight.
A primary technological shift for the Classic 300-G is the integration of the Garmin G1000NXi Integrated Flight Deck, which replaces the Honeywell Primus Apex system utilized on the preceding Series 400 aircraft. To standardize its operations, Zimex Aviation signed a separate agreement in July 2024 to retrofit its existing Twin Otter Series 400 fleet with newly certified Garmin avionics packages.
Extending a 56-year operational history
Zimex Aviation has utilized Twin Otter aircraft for 56 years, operating in remote and demanding environments globally. The operator previously served as the launch customer for the Twin Otter Series 400 in 2010.
De Havilland Canada Vice President of Sales and Marketing Ryan DeBrusk stated that Zimex has built an exceptional reputation operating the aircraft type worldwide.
“We are proud to support their mission with the latest evolution of the Twin Otter, combining proven capability with modern enhancements that will serve their operations for years to come,” DeBrusk said in the release.
Zimex Aviation Chief Executive Officer Daniele Cereghetti noted the aircraft’s historical importance to the company’s operations.
“We can confidently say that Twin Otter aircraft have been the backbone of our business for the last 56 years,” Cereghetti said. “We are delighted to welcome this aircraft into our fleet and look forward to deploying it across our global operations.”
AirPro News analysis
We view the delivery of the Classic 300-G as a critical milestone for De Havilland Canada’s continued presence in the rugged utility turboprop sector. By transitioning to the Garmin G1000NXi, the manufacturer aligns the Twin Otter with modern pilot training pipelines and simplifies maintenance. For operators like Zimex, standardizing avionics across mixed-generation fleets reduces training overhead and streamlines dispatch reliability in the remote regions where these aircraft typically operate. The focus on weight reduction also directly addresses operator demands for improved payload margins in austere environments.
Photo Credit: De Havilland Aircraft of Canada Limited
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