Jetex sharpens efficiency drive across private aviation

Jetex is repositioning itself from a premium service provider defined by scale to an operator increasingly judged by how efficiently it moves aircraft, passengers and fuel across a fragmented global system. Nearly two decades after founding the Dubai-based private aviation group, chief executive Adel Mardini has shifted attention from geographic expansion to operational precision, as rising costs, tighter environmental scrutiny and new technologies reshape the sector.

The company, which operates fixed base operations at more than 30 locations across the Middle East, Europe, Asia and the Americas, has built its reputation on high-end terminals, concierge services and a vertically integrated model that covers handling, refuelling and trip planning. That platform is now being used to pilot changes aimed at reducing turnaround times, fuel burn and administrative friction, according to executives and industry participants familiar with the strategy.

Private aviation has faced intensifying pressure on several fronts. Fuel prices have remained volatile, while regulators and airport authorities are demanding clearer emissions reporting even from business aviation operators that sit outside commercial airline frameworks. At the same time, wealthy travellers and corporate flight departments are showing growing sensitivity to delays and sustainability claims, pushing service providers to demonstrate tangible efficiency gains rather than purely aspirational targets.

Jetex’s response has centred on three parallel tracks: technology-led optimisation of ground operations, early adoption of alternative propulsion concepts such as electric vertical take-off and landing aircraft, and expanded use of sustainable aviation fuel within existing infrastructure. The company has framed these efforts as pragmatic rather than transformative, positioning itself as an enabler for clients rather than a disruptor of aircraft manufacturing or regulation.

One area of focus has been the integration of digital systems across Jetex’s network to reduce manual handovers between ground handling, flight planning and fuelling teams. Industry executives say even marginal improvements in coordination can shave minutes off each stop, lowering fuel consumption and crew costs over multi-leg journeys. Jetex has invested in proprietary platforms that allow real-time sharing of slot availability, fuel volumes and regulatory documentation, aiming to reduce delays caused by fragmented local processes.

Sustainable aviation fuel has emerged as a more visible component of the company’s efficiency narrative. Jetex has expanded SAF availability at selected locations where supply chains allow, working with fuel producers and airport authorities to offer blends that can be used without aircraft modification. While SAF remains significantly more expensive than conventional jet fuel and is constrained by limited global supply, its use allows operators to cut lifecycle carbon emissions and meet the expectations of clients under pressure to report environmental performance.

Mardini has acknowledged that SAF adoption alone will not redefine private aviation’s footprint, but has argued that service providers have a responsibility to normalise its use wherever feasible. Analysts note that fixed base operators are increasingly influential gatekeepers in this transition, as they control fuelling infrastructure and can aggregate demand across multiple operators.

Jetex has also signalled interest in air taxi and advanced air mobility projects, seeing them as a long-term extension of its ground services expertise rather than a near-term revenue driver. The company has participated in demonstrations and planning discussions around eVTOL operations in urban environments, particularly in the Gulf, where regulators have shown openness to pilot projects. For now, executives stress that such aircraft remain constrained by certification timelines, battery technology and airspace integration challenges.

Within the private aviation industry, Jetex’s approach reflects a broader shift away from headline-grabbing expansion towards incremental efficiency. After years of growth driven by high-net-worth travel and corporate demand, operators are contending with a more cost-conscious environment. Flight departments are scrutinising invoices more closely, while charter customers are comparing service quality across regions that were once insulated by limited competition.

Competitors have pursued similar strategies, investing in digital platforms and sustainability partnerships, but Jetex’s scale gives it leverage to test changes across diverse regulatory regimes. Aviation consultants say this could help standardise best practices in an industry still characterised by local variation.