Private jets are now so de rigueur among the ultra-wealthy, especially in the US, that there is now a survey of the best private jet service...

Private jets are now so de rigueur among the ultra-wealthy, especially in the US, that there is now a survey of the best private jet services. Research by the New York City-based Luxury Institute entitled “Private Jet Service Brands” found that three brands — Marquis Jets, Blue Star Jets and Net Jets — landed in a three-way tie for top honours as the most highly regarded private jet services.

Luxury Institute rated nine private jet services for the survey. One major, and unexpected, finding is the low brand awareness levels within the category, even among the ultra-wealthy. Delta Air Elite scored highest, with a relatively low 29 per cent awareness rating, while the ninth firm scored 9 per cent, despite a significant investment in advertising and event marketing.

"The collective voice of ultra-wealthy consumers indicates that private jets firms must do a better job of making themselves known and of differentiating themselves," said Milton Pedraza, chief executive of the Luxury Institute.

He added: “While the research showed marked differences in the way each brand is perceived, the relatively weak awareness scores prove that the companies need to work harder and smarter to reach and influence their core market."

Brands rated by the Luxury Institute were: Blue Star Jets, Bombardier FlexJet, Bombardier SkyJet, Citation Shares, Delta Air Elite, Flight Options, Marquis Jets, NetJets and Sentient.