Wheels Up completes global brand shift under single identity
The structure aligns sales and service teams around the full customer journey, including enquiry management, booking, trip execution and post-travel support.
Wheels Up Experience has completed the global transition of Air Partner’s private jet and group charter operations into the Wheels Up brand, extending the company’s integrated customer engagement model across the United Kingdom and international markets.
The company announced that the move concludes a broader integration process that began earlier this year in the United States. The transition brings Air Partner’s private jet and group charter services under a unified Wheels Up identity across key regions, while maintaining Air Partner Cargo as a separate business focused on cargo and courier operations.
The integration is aimed at creating a single customer-facing aviation platform that combines charter services, group travel and flexible private-commercial travel offerings under one brand structure. Wheels Up said the transition will allow customers to access services through one relationship regardless of geography or travel type.
As part of the transition, the company has also rolled out its concierge-level customer engagement model in the U.K. The structure aligns sales and service teams around the full customer journey, including enquiry management, booking, trip execution and post-travel support. Wheels Up said the approach is designed to reduce operational handoffs and improve accountability across its service network.
“This is an important milestone for Wheels Up and for our customers,” said Kristen Lauria, Chief Marketing Officer of Wheels Up. “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. It also allows us to build on more than 65 years of Air Partner heritage as a core strength of the Wheels Up platform.”
The company said the unified operating structure is expected to provide customers with access to the full Wheels Up portfolio, including private jet charter, group charter and private-commercial travel services linked to its partnership with Delta Air Lines. Wheels Up added that the integration would help strengthen long-term customer relationships through coordinated service delivery across regions.
The transition also reflects the continuing integration of Air Partner into the broader Wheels Up business following the acquisition process initiated in previous years. Air Partner has maintained a presence in aviation charter services for more than six decades, particularly in the U.K. and European markets.
“Today's step brings together the best of both organisations under one global brand,” said Mark Briffa, Chief Sales Officer of Wheels Up and former Chief Executive Officer of Air Partner. “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. It is a stronger proposition on every front, and we are excited for what comes next.”
While passenger charter operations are now consolidated under the Wheels Up identity, the company confirmed that Air Partner Cargo will continue operating under its existing name. The cargo division provides shipping and courier services to commercial clients, individuals and government organisations.
Wheels Up operates a network of charter operators and provides on-demand private aviation services through charter and membership programmes. The company also offers commercial travel benefits through its partnership with Delta Air Lines and provides booking access through its mobile application and online platform.
The company noted that statements regarding future expectations and operational outcomes remain subject to risks and uncertainties under federal securities law provisions.