Only a decade old, Jet Story, a leading Polish executive jet operator, has made strong headway as it continues to expand its global reach. Jet Story’s tactical name change last year has lent a global image to the company and readied its brand for worldwide recognition.
In the beginning, Jet Story focused mainly on Russia and the local market, marketing its services directly to potential customers. But a few years ago, it partnered with brokers, mostly in Western Europe and United States, and discovered a huge market.
“It’s good that this industry is dominated with brokers. We have to build strong relationships and gain their trust then we get access to all their clients and companies,” said CEO Jakub Benke.
Among Jet Story’s strengths are flexibility, dedicated service personnel, operational excellence, understanding of its markets and entrepreneurial mindset. However, its main challenge is associating Poland with luxury and executive travel.
“It is very difficult being a Polish company. Ultra luxury jets are not associated with Poland; maybe with Switzerland, Germany but not with Poland. We need to build the reputation of Poland on luxury while maintaining growth in our own market,” Benke explained.
With its fleet of 15 aircraft, Jet Story’s priority in the next few years is to expand to Western Europe through acquisitions or mergers. Benke believes the company will find beneficial and complementary partnerships with a German or Swiss company because it will further strengthen its image as a luxury brand.