Wheels Up Unifies Brand and Launches Concierge Service Model

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

• Wheels Up Investor Relations