As wealth, work, and family life increasingly cross continents, the new definition of luxury is being defined by extraordinary access above ownership.

The modern definition of luxury is changing. Luxury today is increasingly about time, freedom and access, rather than simply what you own. This is the heart of VistaJet’s philosophy. Founded by Thomas Flohr in 2004, VistaJet – part of Vista – is the first and only global business aviation company offering an access-led model designed around client demand rather than individual aircraft ownership. The membership gives certainty of access and a consistent standard of service wherever they need to fly.

VistaJet has flown corporations, governments and private clients to over 200 countries and territories, covering 96% of the world’s countries, backed by Vista’s team of 4,000 aviation experts.

Flying entrepreneurs, business leaders and wealth creators around the world offers a unique window into the global economy, seeing where people are travelling, doing business and spending their time as opportunities shift between markets.

With this in mind, the brand has seen a change in the modern luxury consumer with the emergence of the “borderless billionaire”.

These are globally mobile individuals whose business interests, investments, residences and networks span multiple jurisdictions.

Consider a month that begins with a board meeting in London, moves on to a family gathering in Dubai, a deal in Singapore, and ends on a villa terrace above Nice. For these increasingly global citizens, the challenge is moving between it all seamlessly.

Additionally, a record 47% of first-time private jet flyers are now under 45, pointing to the growing influence of this next generation that grew up internationally mobile and expects services to be personal, responsive and increasingly digital.

As these individuals increasingly prioritise time, flexibility and certainty, VistaJet’s pioneering floating fleet model ensures Program Members have guaranteed access to the iconic silver-and-red fleet anywhere in the world within 24 hours.

This represents a new definition of ultra-luxury: not possession for its own sake, but freedom of movement and confidence that the right experience will be there when and where it is needed.

A Growing Market

Rising global mobility and international business travel is fuelling a private aviation market that continues to grow. 2025 marked a landmark year for the industry as the market reached 6.4 million flight hours, up 5% year-on-year.

In a record year for private aviation, Vista continued on its growth trajectory with hours flown on its core fleet increasing 7% year-on-year and subscription flying in Europe growing 15%. The appeal is simple: guaranteed access, global availability, unparalleled luxury service and a more straightforward financial decision to invest in a subscription rather than committing to an expensive asset.

Changing Travel Behaviours

Against this market backdrop, the brand is seeing three consistent trends emerging globally.

Routes redefining wealth mobility: While established routes such as New York-London and New York-Miami continue to lead in traffic, VistaJet data highlighted by Knight Frank shows sharp growth in less traditional pairings that underscore the shift towards multi-location living. For example, Abu Dhabi-London increased by 238% in 2025 year-on-year, driven by capital flows and sovereign wealth.

Nice–Palma flights rose 137% year-on-year in 2025, a sign that ultra-high-net-worth travel is spreading well beyond the traditional wealth routes.

The Mediterranean continues to drive growth in 2026 too. In July, Nice was Vista’s busiest destination anywhere in the world. Across the UK school-holiday peak (25 July–7 September), Nice, Ibiza, Olbia and Athens took the top spots, and London to and from Nice was the most travelled route. UK search demand for Mediterranean destinations rose 35%, with France a standout and interest in Nice and the Côte d’Azur up around 18%.

Booking windows shrink: Decisions to travel are also being made later. UK-to-Mediterranean flight requests made within 72 hours of departure jumped 54% year-on-year, and UK flight searches within 72 hours of travel rose 46%. The median booking window for UK outbound requests nearly halved, from around 18 days to 10. For Mediterranean trips, it fell to just eight days, and for France to under five. The result is a fluid Mediterranean luxury circuit, with travellers moving between destinations much closer to travel. It’s a trend that is also reflected globally. While travellers across the Middle East have traditionally booked closer to departure than many other markets, booking windows are compressing further here too. During the school holiday peak (between 22 June and 12 July 2026), 31% more flights were confirmed within 72 hours of travel compared with last summer, and the typical booking window shrank from around 11 days to 9.

This reflects a broader shift in how globally mobile individuals value and organise their time, with flexibility increasingly shaping decision-making as business commitments, family priorities and personal schedules continue to evolve.

Increasingly, they expect travel to adapt around them, not the other way around. Private aviation delivers that flexibility through direct airport access, tailored routing and the ability to adapt every journey as plans evolve.

Multi-purpose journeys are becoming the new normal: With an increasingly globally distributed lifestyle, luxury travellers increasingly want every international journey to deliver multiple objectives, combining business, extended leisure and sporting occasions across multiple destinations.  The ability to adapt plans in real time has become an expectation, not a perk. When plans change, the travel schedule should change with them.

Connecting Continents

The fleet is evolving to match these customer needs. VistaJet operates the largest international fleet of Global 8000 and 7500 aircraft. Members were among the first to experience the Global 8000, the world’s fastest civil aircraft since Concorde, when the first joined the fleet earlier this year. Currently, 11 of VistaJet’s Global 7500s have been upgraded to Global 8000 standard, with the full fleet of 18 due to be upgraded by year-end. The upgrade supports more direct ultra-long-range routes, reflecting the growing demand for journeys that connect continents, such as Europe and Asia.

The Detail on Board

Aircraft capability is just one of the elements that elevates the Member experience. As clients become increasingly global in the way they live, work and travel, the future of private aviation will be defined not by the aircraft alone, but by the quality of the experience that surrounds it. Service excellence is becoming the true differentiator.

It is often the smallest touches—those moments of anticipation, discretion and care that cannot be found on a checklist—that create the most memorable experiences. While aircraft and technology continue to evolve, it is this human element, and the ability to consistently exceed expectations, that remains at the heart of the Vista experience. Ultimately, it is more than simply transporting Members from one destination to another; it’s a commitment to elevate every aspect of the journey.

Experiences are designed around the individual needs of Members, and this commitment is brought to life through the people who deliver the service. Cabin Hosts are trained by the British Butler Institute, MedAire, Norland College and Wine & Spirit Education Trust to combine exceptional professionalism with genuine hospitality.  They provide an experience in the air that matches the way that these individuals live their lives on the ground, with personalised service and support before, during and after every flight.

Little adventurers: Adventures in the Sky is the most extensive travellers’ programme designed especially for children at high altitude in collaboration with event planners Sharky & George. The experience is about far more than keeping children busy, as Norland-trained Cabin Hosts understand children’s behaviour and family dynamics, and every experience is tailored to age and interests.

Four-legged travellers: VistaPet supports the one in four Members who fly with a pet, offering a thoughtful approach to their comfort and wellbeing at every stage of the journey. Developed alongside veterinarians, dietitians and groomers, the program considers the individual needs of pets both onboard and on the ground, from travel preparation and nutrition to grooming and destination-specific care.

Dining at altitude: VistaJet’s Private Dining team draws on more than 7,000 suppliers around the world. The team sources the freshest and highest quality ingredients from specialist producers and private chefs to Michelin-starred restaurants, even including the opportunity to pre-order from Mauro Colagreco’s three-Michelin-star Mirazur, if the flight is departing from Nice. Today’s travellers aren’t simply looking for premium catering – they seek something that’s personalised and reflects where they’re travelling.

Skin in the game: Recognising the impact that flying can have on skin, VistaJet has partnered with Dr Barbara Sturm to create a suite of tailored solutions that are available on board, at select Vista House locations and at Dr Barbara Sturm’s global Spa & Boutiques.  With a focus on expert-led training for Cabin Hosts to bespoke facial treatments at 40,000 feet, the benefits of scientifically proven skincare help to maintain radiant and healthy skin at high altitude.

Underpinning everything is the importance of the safety, security and wellbeing of customers above all else, and VistaJet has achieved an industry-first certification in Evidence-Based Training and continues to invest in advanced safety monitoring and enhanced pilot simulation.

Experiences Beyond the Aircraft

The experience doesn’t end at the aircraft. Private World is VistaJet’s dedicated partnership programme, providing global access to hundreds of partners and a curated world of experiences, events and destinations – from private suites, residences, yachts and private islands. Through partnerships with world-class athletes and leading institutions, Members can also enjoy access to one-of-a-kind sporting, cultural and lifestyle experiences that are often unavailable to the public and place them at the centre of the action.

This year’s Formula 1 Monaco Grand Prix offered Members exclusive access to the Scuderia Ferrari HP superyacht, moored beside the harbour chicane with VistaJet brand ambassador Charles Leclerc and team principal Fred Vasseur among the company.

Also on the track, in the FIA World Endurance Championship, the Vista AF Corse team competes in the LMGT3 category with two Ferrari 296 cars with a design that blends Ferrari’s iconic heritage with a contemporary Vista visual identity and includes Thomas Flohr amongst the drivers. For Members, the partnership means VIP hospitality throughout the championship, including the signature hospitality offered by Vista House at the season finale in Monza on 6–8 November.

The Freedom to Choose

More than two decades after Thomas Flohr set out to offer a smarter alternative to ownership, VistaJet offers an access-led model designed around client demand with consistent access to aircraft, expertise and experiences, wherever they are needed.

For travellers whose lives span continents, the real luxury is the freedom to decide where you need to be, and knowing the aircraft will be there to meet you.

W: VistaJet
T: +44 800 955 7500

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