The future for traditional private jet charter brokers as ‘trusted advisors’ is strong says Paramount Business Jets CEO Richard Zaher.
While instant booking apps from brokers or platforms that want to bypass brokers get most of the media coverage, Paramount Business Jets is betting on the more traditional approach of professionals over bots.
Founder and CEO Richard Zaher says he believes most ad hoc charter bookings will continue to be handled by traditional brokers, whom he calls “trusted advisors.”
Zaher cites internal data that shows “despite the proliferation of self-service travel platforms, high-net-worth travelers are overwhelmingly choosing human expertise to navigate their flight requirements.”
Like many on-demand charter brokers, Paramount enables visitors to its website to request flight quotes online.
However, he says 76% of actual bookings start with a phone call.
He says phone bookings average $28,726, about 20% higher than online bookings.
While digital platforms in some cases sink millions into technology and marketing, Zaher says the focus on “high-touch service” helped grow revenues 34% year-over-year in 2025.
Zaher says profits for the privately held broker increased 45%.
Other industries that target HNWs have seen a similar renaissance in expert advisors, from wealth management to travel agencies.
A study last year found a 76% increase in luxury consumers moving to travel advisors.
Two-thirds of respondents said having professional advice “added an extra level of protection.”
Virtuoso, the luxury travel agency group that sponsored the study, noted that travel advisors also serve as advocates with suppliers on behalf of their customers.
They also bring the buying power of multiple customers.
Moreover, they can often spot potential problems and come up with alternative solutions before they become problems.
Zaher doesn’t dismiss technology in the realm of private jet charters.
He adds, “Technology can provide quick estimates and process information quickly, but experience is what turns that information into sound judgment.”
Zaher says, “Our advisors evaluate the variables, negotiate when necessary, and ensure the best decisions are made on behalf of our clients.”
Zaher says the interaction with trained charter brokers who can match client needs to the most appropriate options often uncovers needs and issues the customer didn’t anticipate when they first contacted the company.
Consumers often aren’t well-versed in the over 100 types of charter aircraft on the market, each with different capabilities for airport access, range, seating, cabin comfort, and baggage space.
Post-booking, Zaher says, having a person to reach out to who is monitoring your flight makes a big difference.
He says, “Private aviation is a dynamic environment where conditions change constantly.”
Post-booking issues include aircraft availability changes, weather, crews reaching duty limits, and maintenance issues.
Zaher adds, “Our clients don’t just want a transaction; they want a relationship.”
Digital platforms present themselves as providing consumers with pricing transparency; however, Zaher says that is not necessarily the case.
He says the platforms don’t necessarily source optimal aircraft.
There are over 600 charter operators in the U.S.
They also don’t respond to specific client requirements.
Big post-flight de-icing charges and special-event fees are often hidden in fine print.
READ: 16 reasons to use a private jet charter broker
Zaher says Paramount Business Jets is not turning its back on technology.
It is working on an app designed to improve efficiency for current customers.
“We aren’t building an app to find new customers; we are building it to take better care of the ones we have,” Zaher says.
That includes handling manifests, catering, and ground logistics.
In addition to ad hoc charter flights, Paramount Business Jets offers dynamic pricing memberships using wholesale pricing plus a fixed markup.
Find the perfect solution for your private aviation needs
Save Time. Buy Confidently.
Receive an apples-to-apples comparison of programs that meet your needs from more than 500 jet card and fractional options covering 65 points of differentiation and over 40,000 data points.
