RoyalJet, the VIP operator that made its name operating the world’s largest fleet of Boeing Business Jets (BBJs), is stepping up efforts to grow its customer base by adding new aircraft types. At the same time, the Abu Dhabi-based group is extending its market reach with charter operations now spanning Africa, Asia, and Australia, according to CEO Shafiul Syed.
The most visible aspect of the company’s transformation will be the entry into service of three ACJ320 Neos it ordered in December 2024. The agreement with Airbus, which took the best part of a decade to seal, includes options for another six aircraft and so could range in value between $330 million and $1 billion.
The current RoyalJet fleet is mainly based on nine BBJs, but also includes a trio of Bombardier Global 5000s and 6000s. Syed, who joined the company nine months ago, told AIN it wants to pursue growth in demand from customers who don’t need a bizliner.
“The dilemma now is how do we get into the [charter market] category below, and that could be through either organic or inorganic growth,” he reflected, hinting that acquisitions might form part of the plan. Foremost among these considerations are how RoyalJet would secure the necessary air operator certificates and comply with local regulations.
At the EBACE show this week, the RoyalJet team has been in talks with multiple completions specialists as they determine who they will entrust the interiors of their green aircraft to. They are also in the process of finalizing their preferred cabin designs.
The operator has been conducting growing numbers of flights for African heads-of-state, as well as carrying Gulf state leaders on long-haul trips into Asia. It recently positioned aircraft in Malaysia to assess local demand for intercontinental charter flights.
Opportunity Knocks in Saudi Arabia
In theory, the biggest opportunity for expansion could be on RoyalJet’s doorstep in the UAE’s neighbor, Saudi Arabia. The Kingdom’s General Authority of Civil Aviation (GACA) recently eased market access restrictions, including cabotage rights, for charter operators in a long-awaited move that promises to increase choice.
“There is a lot of opportunity there, but we need to be clear on the small print [of the new GACA rules] around how the market has opened up, and for now, operators can fly in Saudi Arabia for the next three years,” Syed explained. Beyond that period, access may hinge on establishing an operation in the country, quite probably with local partners.
Having recorded strong growth in flight activity during 2024, Syed said that this year is about setting the foundations for longer-term plans. “A key task for this year is to elevate the customer experience, and we are starting to roll this out and at the same time evolve our corporate values and culture,” he said. “We need to be very agile and hungry with a reset of our organization.”
An early area of focus has been on its catering service, which Syed wants to be “a bit more exciting and adventurous.” The operator has upgraded the caviar it serves onboard, in the process negotiating keenly to avoid having to pay four times more to source this option.
During the fourth quarter of this year, it will start a company-wide training program based on white-glove service standards. “We want touch points with our customers to give our staff the chance to be more individual in their approach to achieve what I’d call moments of delight,” Syed commented.
Alongside the focus on helping employees be fully engaged with customers, RoyalJet is investing heavily in a digital transformation of all aspects of its operations. It has started with the human resources department, but will soon shift focus to flight planning and operational control.
Towards the end of 2024, RoyalJet acquired a BBJ with a cabin that can be quickly reconfigured to include 34, 58, or 92 seats, depending on the charter mission. The aircraft can also be decked out for cargo services, which is useful during the hunting season when clients need to transport equipment and supplies. The 92-seat cabin is suitable for flights carrying Hajj pilgrims to Saudi Arabia’s holy sites, while the 34-seat configuration tends to get used for VIP trips to Europe during the summer season.
In its Abu Dhabi home, RoyalJet runs an expansive FBO that it considers to be a flagship product, drawing customers into its wider service offering, especially during events such as the annual Formula 1 race and visits by professional sports teams. Through its shareholder Abu Dhabi Aviation, it has a connection with the emerging advanced air mobility sector and the planned partnership with Archer Aviation to launch eVTOL air taxi services.