Rebranding Business Aviation

If you ask anyone outside of the aviation community to define business aviation, you will likely get a variety of answers. Until recently, the general public's perception of business aviation has been simply a mode of transportation for executives, wealthy entrepreneurs, or celebrities from the music, sports, or motion picture industries; however, the National Business Aviation Association (NBAA) defines business aviation as "the use of 'general aviation' aircraft for a business purpose." That definition is not quite as broad as the Federal Aviation Administration's definition of general aviation which is simply "all flights that are not conducted by the military or the scheduled airlines."

With definitions this broad, it's easy to understand why some have misconceptions not only about the utilization and image of business aviation, but the opportunity and purpose it provides. For years, the image of business aviation has revolved around being something most individuals can neither afford nor utilize. Thankfully, given the vast use and missions being conducted around the world, this idea may begin to shift.

Different aircraft and aviation corporations are currently providing a myriad of assistance to many different causes and helping the average American take advantage of the convenience and safety of private flights. Whether it is helping cancer patients get to treatment without the health risks of commercial travel, assisting servicemembers reunite with their families, or providing much needed transport for animals and people during national disasters or international crisis, business aviation is pulling its fair share of the work.

While some may argue that advertising your company's humanitarian aviation efforts is merely self-serving, the truth is that it puts a new, much needed light on the world of business aviation. Sharing these efforts is far more than simply seeking credit or adulation. It helps reshape the public perception that private flights are only for the privileged and shifts that idea by allowing others to witness the incredibly tremendous and impactful efforts business aviation is making in the mainstream of society. This rebranding opportunity helps aviation in two ways.

By making aircraft more accessible to the public, we open up an entirely new customer base and perhaps a wider audience that could, of course, potentially boost revenue and profit. While that is certainly a benefit, it isn't the only one and arguably not even the most significant.

During the lockdowns and telework period of the COVID-19 pandemic, many workers have taken a hard look at their jobs and now desire something that brings a larger purpose and sense of security to their lives. Aviation as a profession has generally been a difficult sell to those entering the workforce since training costs can be high with little guarantee of a job to pay off the cost of training; however, with a spotlight on the capabilities of aviation outside of the commercial airline industry, we can now tap into something many are seeking beyond a paycheck, and that is PURPOSE and MEANING. Sure, flying is fun, but when you couple it with a deeper purpose of helping others in need and being a part of something bigger than yourself, it becomes a powerful recruiting tool to not only bring on new pilots, but also inspire them to find new ways to build our community and make it stronger—from the sky!

So, if you or your organization are participating in some of the many worthy efforts going on today, we thank you for doing your part to rebrand business aviation and help further our community as a whole.