Two years after it introduced Flexjet Asia here at Asian Aerospace 2002, Bombardier is merging the management of its Asia-Pacific and European charter programmes in a bid to tie more customers into long-term commitments.
Judith Moreton, who took over as managing director of Flexjet Europe in October 2003, is assuming responsibility for Flexjet Asia.
Moreton says bringing the two operations together as Flexjet International will allow Bombardier to combine the experience of a tried and tested programme in Europe with its local knowledge of Asia. She says she will build on the last 18 months' experience during which Flexjet Asia has "established its name and understood the market".
Develop
Flexjet Asia has nine established aircraft in the region. Challenger 604s in China and Macau and Learjets in Manila, Singapore and Sydney, and is expected to announce an addition to the fleet here at the show.
Flights in and out of China represent a major opportunity in the next 12 months, says London-based Moreton.
Speaking on the eve of the show, she said 60% of Flexjet Asia's current activity is China-based, and 25% of that involves trips in or out of the country. An existing relationship in China with Rainbow Jet and Shandong Airways means Bombardier is already "ensconced in China", she says.
Her attendance here at Asian Aerospace is part of a regional trip which will see her subsequently visit China where she expects to sign up new partners.
Bringing European and Asian operations under unified leadership will allow the delivery of an integrated service across Europe, Asia and the US. "In Asia business aviation is starting to be seen as a viable alternative to commercial travel. There isn't the appetite for fractional ownership in Asia at present - the commitment is too great. We're offering value for money-pricing which is fair and predictable.
MARK HANNANT
Source: Flight Daily News
