Like many successful entrepreneurs, Thomas Flohr possesses the ability to quickly identify a challenge that needs an innovative solution. In the case of business aviation, the challenge involved creating a more efficient way for travelers to enjoy the benefits of a private jet without the burdens of aircraft ownership. His solutions have completely disrupted the business aviation industry.
Through Vista—the world's leading private aviation group—Flohr offers travelers two enterprises that meet their individual travel needs. VistaJet gives clients guaranteed access to a Members' fleet of over 360 private jets through a subscription membership tailored to their specific requirements, and XO offers a groundbreaking digital platform and mobile app that allows people to instantly book a charter jet or seats, accessing over 2,400 aircraft across all classes.
Launched in 2004, VistaJet is an iconic brand in the private jet space. Its distinctive silver and red planes have flown business leaders and private individuals to 1,900 airports in 187 countries, covering 96% of the world's countries. XO, which Thomas Flohr created in 2019, is already known for disrupting the private jet travel business by leveraging the flexibility of tech-driven flight booking on a global scale.
Flohr, a Swiss businessman who started his career in computing and finance, has changed how both individuals and corporations use private aircraft. However, he told McKinsey & Company there's room for growth and expansion of Vista.
"We are onto something very big. Today, with more than 360 aircrafts, we have a small fraction of what we see as the total addressable market of 23,000 existing corporate airplanes," Flohr told McKinsey. "I would like us to have 15 to 20% market share by the end of the decade."
Thomas Flohr's Personal Experience Led to the Creation of Vista
Flohr's decision to enter the business aviation industry has its roots in his own experience. In 2000, Flohr wanted to charter a private plane to visit clients of his asset finance business. He discovered a lack of good choices or any type of coordinated, global system.
"There were no global brands I felt I could trust, which seemed remarkable for an industry that sells to the wealthiest and most influential people on the planet," Flohr told McKinsey & Company.
Recognizing a gap in the market, the ambitious businessman decided to create his own private jet company, starting in Europe with VistaJet.
Thomas Flohr Founds VistaJet
Flohr founded VistaJet as the solution for executives to stop using inefficient, corporate-owned planes and instead use a subscription membership program.
This innovative approach gave clients access to a global fleet while allowing them only to pay for the hours they actually used and free of the responsibilities of aircraft ownership. The idea met with success. Starting with two planes based in Europe, VistaJet clients now have guaranteed access to a Members' fleet of over 360 super-midsize, long-range, and ultra-long-range aircraft globally.
Thomas Flohr said the foundation of success for his company is that it makes sound business sense for clients. He created a business that solved a longstanding challenge in the business world.
"I believe that corporations should invest their equity in building their core businesses," he said in the interview with McKinsey. "At the end of the day, an aviation service is a service you can easily outsource. Why would you have your equity stuck in something that is not your core business? So, I believe in subscription models."
Thomas Flohr Creates Vista, Providing More Value for Clients
Flohr created the group company, Vista, in 2018, allowing the company to increase its buying power, reach, and efficiency. Through Vista, clients have two brands to choose from—VistaJet and XO. It also offers all its clients access to business aviation services on a global scale.
Flohr told McKinsey that Vista is at the forefront of the ongoing consolidation process taking place in the private jet industry. He chooses to make acquisition deals when they make good business sense for the company. For example, it acquired Air Hamburg, Jet Edge, and Camber Technologies in 2022, he shared in the interview.
Vista focuses on meeting the demands of travelers. In addition to comfort, global access, and a high level of service, Vista offers travelers connectivity, allowing them to continue working and staying in touch even as they travel. On its Members' fleet, Vista addresses this through LuxStream, which allows 24/7 in-flight connectivity and the ability to stream ultra-high-definition content to a suite of connected devices.
Vista also furnishes a high level of privacy and exclusivity, a dedicated crew, and a focus on giving clients value in every aspect of the service.
Today, Vista has over 4,000 experts across over 30 offices and six operations hubs.
Vista's Two Brands: VistaJet and XO
Vista is the group company for VistaJet and XO. Both services offer clients a value-driven approach to flying on a private jet. The two brands present distinctive ways for travelers to access these benefits.
When talking about VistaJet, Flohr likes to point out the simplicity and efficiency of the service. That's apparent on the homepage of the VistaJet website, where clients can simply enter departure and destination information, along with the planned dates for travel. VistaJet then contacts them to learn about specific needs and preferences.
The VistaJet Program membership grants clients guaranteed access to the Vista Members' fleet around the globe with as little as 24 hours' notice. The VJ25 membership is instead created for low-frequency flyers who expect to need a private jet for 25 to 49 flying hours per year. Finally, the VistaJet Corporate membership offers businesses no limit on flying hours, as well as the ability to change departure and arrival times and request a second aircraft.
The Vista Members' fleet of over 360 aircraft includes Bombardier Challenger 350, Cessna Citation XLS, and the largest fleet of Bombardier Global 7500 in the world—with 18 jets—to fly up to 17 hours non-stop.
Through XO, clients can request flights on more than 2,400 aircraft worldwide. This includes more than 360 aircraft available through the Vista Members' fleet as well as the XO alliance fleet of over 2,100 aircraft. The alliance fleet is safety-vetted by XO, includes all cabin classes, and offers global coverage for diverse passenger requirements.
XO is tech-driven, allowing customers the ability to use a mobile app or the XO website to instantly book flights—through their membership, charter, or seats—on routes on a variety of aircraft. XO also has Aviation Advisers available 24/7 to help clients choose flights.
For both companies, the focus is on simplicity. Flohr wanted to create a trustworthy, consistent experience that's also straightforward. The contract for a VistaJet customer, for example, is just five pages long.
"Simple, efficient, reliable, global. This is what we stand for and what we do best," Flohr wrote on the VistaJet website. He added that VistaJet offers "an unparalleled cabin experience flying into and out of the hardest-to-reach destinations."
There's another key to the company's success: a high level of customer service. VistaJet pays meticulous attention to every detail and provides customers with personalized service. For example, cabins are designed to cater to a range of needs as a home away from home, including a fully equipped business suite or tranquil family space.
Customers enjoy luxurious bed linens and cashmere blankets, as well as exquisite Christofle silverware and porcelain. There's a library curated by the London bookstore Heywood Hill and an onboard entertainment system. Meals are created by renowned chefs and restaurants, and wines are designed to be savored at high altitudes. The VistaJet Cabin Hosts are trained by the British Butler Institute, MedAire, Norland College, and Wine & Spirit Education Trust.
