Robert Plhak, founder and CEO of charter flight marketplace VOO, is not the first software entrepreneur seeking to coax the private aviation industry in overcoming its apparent resistance to tapping the full power of digitization. However, his own background sets him apart in that he spent the better part of the past two decades working either for aircraft charter operators or charter brokers, which is why he feels sure he can see all the dots that need joining up to make the process better.
Almost no one in the sector denies that it takes far too long to book charter flights, with operators commonly complaining that their teams are drowning in quote requests from brokers and struggling to assess all the variables needed to generate accurate and profitable pricing. While several existing software providers and online marketplaces are already seeking to close this gap, Austria-based VOO is convinced that a lot more progress could be made and that a combination of cultural issues is blocking acceptance of breakthrough technology.
“The biggest problem with prices in business aviation is that there is so little transparency, and some of this is deliberate in that some don’t want transparency,” Plhak told AIN. “There is still not enough digitization, and everything comes down to human factors with Excel spreadsheets still being used for price calculations.”
VOO’s mission is to bridge the data gap between operators and brokers, securely exchanging information between flight operations systems and brokers' customer relationship management systems. “We’ve created a booking platform, but the bigger picture is that we have become a data distribution system,” Plhak said.
The company works closely with flight operations software providers including FL3XX, RediFly, Leon Software, and Skylegs. Plhak said he views this week at NBAA-BACE as a prime opportunity to connect with U.S. brokers and charter operators, who he feels are more open to trying new technology.
According to Plhak, operators are wasting hours dealing with quote requests because the information they need covers aircraft and crew availability, airport slots, and the multitude of logistical considerations affecting each and every potential flight. At the same time, brokers often don’t have an efficient way to convey all aspects of their customers’ needs to potential service providers, which can result in glitches in how the service is provided and inaccurate pricing that either deters bookings or results in operators’ margins being excessively squeezed.
Automation Doesn't Mean Loss of Control
VOO’s modus operandi is to ensure that the entire data exchange process can be handled automatically by integrating the flight-booking platform with any or all of the software used by brokers and operators. Plhak stressed that automation doesn’t mean operators can’t “react to the market” by tweaking the database to take account of seasonal demand and other factors shaping their appetite and ability to take some flight bookings.
For instance, they may simply not want to deal with certain brokers or charter customers. Or they may want to quickly adjust desired margins on flights to maximize fleet utilization, taking account of factors such as empty leg repositioning flights that VOO has sought to make more visible to all concerned.
Included in the data that can be shared and crunched in the VOO platform is real-time information about the maintenance status of aircraft and their engines. This can automate decisions such as when the most efficient window could be to withdraw an aircraft from charter availability to complete the necessary work with as little disruption as possible.
VOO also seeks to incorporate more data from brokers, such as full details on the composition of groups traveling and any factors that might impact how a trip goes. A group of five traveling for a quick turnaround business trip is going to have different needs and priorities than a family group, and then there are considerations such as possible visa, diet, and disability needs.
Around 500 brokers and operators have signed up for the platform since the company launched it at EBACE 2022. However, Plhak acknowledged that, for now, many are only listing limited numbers of aircraft, apparently to conduct limited trials of how it could impact their operations. While continuing to expand its customer base beyond Europe, VOO is urging clients to maximize their use of the technology to get a more complete view of how it can achieve the company’s objective of making private charter bookings as streamlined as airline flight bookings.
Now the VOO developers are working to expand the platform’s ability to be more predictive in assessing responses to quote requests, and this will likely involve increased use of artificial intelligence. Through its Tech Brokers project, the company can integrate the system with the backend of applications used by brokers so that their clients can have some visibility of the process.
At EBACE 2024 in May, VOO launched an instant book-now option, allowing brokers to generate a contract without the operator having to reconfirm anything. Austria-based charter group GlobeAir signed up to be the launch customer for this feature.
“Education has been the biggest part of my job, and I didn’t expect that,” Plhak concluded, who expends much of his energy encouraging his former charter operator and broker colleagues to embrace the power of digitization. He previously held management positions with charter companies Skyline Aviation, Jet Travel, Avcon Jet, and JetAlliance, among others.
Robert Plhak, founder and CEO of charter flight marketplace VOO, is not the first software entrepreneur seeking to coax the private aviation industry out of the 20th century in overcoming its apparent resistance to tapping the full power of digitization. However, his own background sets him apart in that he spent the better part of the past two decades working either for aircraft charter operators or charter brokers, which is why he feels sure he can see all the dots that need joining up to make the process better for all concerned.
Almost no one in the sector denies that it takes far too long to book flights, with operators commonly complaining that their teams are drowning in quote requests from brokers, and struggling to assess all the variables needed to generate accurate and commercially-rewarding pricing. While several existing software providers and online marketplaces are already seeking to close this gap, Austria-based VOO is convinced that a lot more progress could be made and that a combination of cultural issues is blocking acceptance of breakthrough technology.
“The biggest problem with prices in business aviation is that there is so little transparency, and some of this is deliberate in that some don’t want transparency,” Plhak told AIN. “There is still not enough digitization, and everything comes down to human factors with Excel spreadsheets still being used for price calculations.”
VOO’s mission is to bridge the data gap between operators and brokers, securely exchanging information between flight operations systems and brokers' customer relationship management systems. “We’ve created a booking platform, but the bigger picture is that we will become a data distribution system,” Plhak said.
The company works closely with flight operations software providers including FL3XX, RediFly, Leon Software, and Skylegs. Plhak said he views trade shows such as NBAA-BACE and MEBAA as prime opportunities to connect with U.S. brokers and charter operators, who he feels are more open to trying new technology.
According to him, operators are wasting hours dealing with quote requests because the information they need covers aircraft and crew availability, airport slots, and the multitude of logistical considerations impacting each and every potential flight. At the same time, brokers often don’t have an efficient way to convey all aspects of their customers’ needs to potential service providers, which can result in glitches in how the service is provided and inaccurate pricing that either deters bookings or results in operators’ margins being excessively squeezed.
Automation Doesn't Mean Loss of Control
VOO’s modus operandi is to ensure that the entire data exchange process can be handled automatically by integrating the flight booking platform with any or all of the software used by brokers and operators. Plhak stressed that automation doesn’t mean operators can’t “react to the market” by tweaking the database to take account of seasonal demand and other factors shaping their appetite and ability to take some flight bookings.
Included in the data that can be shared and crunched in the VOO platform is real-time information about the maintenance status of aircraft and their engines. This can automate decisions, such as when the most efficient window could be to withdraw an aircraft from charter availability to complete the necessary work with as little disruption as possible.
Now the VOO developers are working to expand the platform’s ability to be more predictive in assessing responses to quote requests, and this will likely involve increased use of artificial intelligence. Through its Tech Brokers project, the company can integrate the system with the backend of applications used by brokers so that their clients can have some visibility of the process.
In May, VOO launched an instant book-now option, allowing brokers to generate a contract without the operator having to reconfirm anything. Austria-based charter group GlobeAir signed up to be the launch customer for this feature.