Air Partner stays for cargo charter as the Delta Air Lines-backed private jet company will sell passenger charters under Wheels Up globally.
The 65-year-old Air Partner brand will continue in the cargo charter market as private jet charters, jet cards, and group charters will now be consolidated globally under the Wheels Up brand.
The move comes as Wheels Up completes the implementation of an “integrated, concierge-level customer engagement model in the U.K.”
The new engagement model is designed to reduce handoffs and strengthen accountability.
It organizes dedicated sales and service teams around the customer journey.
Touchpoints are reduced from initial inquiry through booking, trip delivery, and ongoing support.
Chief Marketing Officer Kristen Lauria said, “This is an important milestone for Wheels Up and for our customers.”
She continued, “Bringing our U.K. and rest of world private jet and group charter services under the Wheels Up brand makes it easier for customers, wherever they are in the world, to access our full breadth of aviation solutions through a single, trusted relationship.”
Wheels Up announced a similar transition for its U.S. team in January.
Lauria said, “It also allows us to build on more than 65 years of Air Partner heritage as a core strength of the Wheels Up platform.”
Air Partner was founded in 1961 as a flight school for military pilots transitioning to civilian flying.
Its launch came as air travel spiked with the jet age and post-World War II travel surge.
Wheels Up acquired Air Partner in April 2022 for $107 million.
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Chief Sales Officer Mark Briffa said, “Today’s step brings together the best of both organizations under one global brand.”
Briffa served as CEO of Air Partner before the acquisition.
He added, “For our customers throughout the world, this means access to the same deep expertise they have relied on for decades, now backed by the full scale, fleet, and technology of Wheels Up.”
He called the move “A stronger proposition on every front,” adding, We are excited for what comes next.”
Per the press release:
‘The integrated approach delivers a more consistent customer experience across regions and trip types, gives customers seamless access to the full Wheels Up portfolio, including private jet charter, group charter, and flexible private-commercial travel, enabled by the company’s first-of-its-kind strategic partnership with Delta Air Lines, and strengthens long-term relationships through more coordinated, personalized service.’
In a separate email to customers, Briffa noted, “While the Air Partner name will no longer appear in customer‑facing communications, Air Partner continues to operate as a legal entity for all operational, contractual, and financial purposes.”
Yesterday, Delta Air Lines extended its lock-up of Wheels Up stock holdings by 12 months.
Air Partner Cargo will also continue to operate under its existing name.
It will maintain its specialist focus and dedicated expertise in global shipping and courier services, per the release.
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