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Elite Traveler – ET Insider – April 14, 2010


ET Insider – April 14, 2010

Elite Traveler Insider –


April 14, 2010

Elite Traveler Insider

Welcome to the latest issue of Elite Traveler Insider, the bi-weekly newsletter designed to update our top partners on trends in the private jet lifestyle. This information is provided to offer a better understanding of how to target these globetrotting elite travelers, their impact on your business and other trends that affect you. Remember, private jet travelers are paying up to $10,000 per hour to fly by private jet, so these super rich consumers could be and should be your best customer. We talk about them and how you can get more of them and more from them.


1. Business or Pleasure? How Does the Industry Tell?

2. For Elite Traveler, in March They Came In Like Lions, and Went Out Like Them, Too

3. In China, Private Jet Sales Grow and Elite Traveler is There

4. Where Are You Opening Your Next Boutique? It Could Be a Lesson for Media Planning

Over 90 percent of today’s Super Rich are Self Made and over 80 percent of the Super Rich have made their fortune in the past 10 years. Now is the best time to make sure they know your brand. 86% believe Elite Traveler is a good showcase for luxury products.

1. Business or Pleasure? How Does the Industry Tell?

One of the frequent questions I get is “are your readers flying for business or pleasure” aboard their private jets? My answer is many times there is crossover with part of the trip being business related and then some leisure. But a recent article in The New York Times showed how those in the middle of the action can tell:

Blair LaCorte, chief executive at XOJet, which owns 23 jets and leases them for charter, said that his business was picking up. But he concurred that prices remained flat.

“The problem is that it is often hard to distinguish whether companies or individuals are opening their wallets,” Mr. LaCorte said. “Some small-company owners buy planes in the corporate name for personal use, and corporate jets are often used for personal agendas, including golf trips and vacations. We tend to use a criterion of whether there are children or pets on board, or how much wine was drunk,” he said. “I believe that business is growing faster than personal use, but personal use went down less in the downturn.”

Out of the Box: Looking for new and innovative ways to efficiently and cost-effectively target potential customers? Advertise in the only worldwide audited magazine aboard private jets, Elite Traveler, and get to these consumers as they narrow their consideration set through You can find all the tools you need at

2. For Elite Traveler, In March They Came In Like Lions, and Went Out Like Them, Too

Lions have a somewhat more vociferous appetite than lambs, and while the economy remains somewhat lamb-like and tepid, the King of the Jungle was out in force last month. Below is a quick selection of what just a few Elite Traveler readers were spending. With over 600,000 readers in over 100 countries via our BPA audited distribution aboard private jets and in private jet terminals, Elite Traveler puts your ad in front of luxury’s “heavy users.”

Mr. J. H. of Dublin, CA spent $35,900 on an Audemars Piguet Royal Oak Offshore Survival watch

Ms. K. B. of Tampa, FL spent $3,000 on a suite at the Bellagio in Las Vegas

Mr. J. J. of Myrtle Beach, SC spent $2,000 on a weekend stay at the Breakers Palm Beach

Mr. F. M. from Puerto Rico spent $1,650 on a Breitling Colt GMT watch

Mr. M. A. from Newburgh, NY spent $6,200 on a Chanel J12 watch

Ms. R. S. from Racine, WI spent $2,400 on Chanel accessories

Ms. M. A. from Beverly Hills, CA spent $2,500 on a Chanel handbag

Ms. P. B. from Bangkok, Thailand spent $5,000 on Louis Vuitton accessories

Mr. A. V. of Bogota, Columbia spent $4,500 on a suite at the Mandarin Oriental New York

Ms. J. R. from Coto de Caza, CA spent $1,800 on a stay at a Mandarin Oriental property in Mexico

Ms. P. B. from Bangkok, Thailand spent $1,500 on a hotel room at the Landmark Mandarin Oriental in Hong Kong

Mr. B. C. of Racine, WI spent $60,000 on a Mercedes E-Class

Mr. M. A. of New York, NY spent $260,000 on private jet travel with his Marquis Jet Card

Ms. P. B. from Bangkok, Thailand spent $3,600 on a hotel stay at the Peninsula in Hong Kong

Ms. L. N. of Binghamton, NY spent $10,000 on a stay at the Rosewood Caneel Bay Resort

Mr. C. M. of Melbourne, Australia spent $19,000 on menswear at Stefano Ricci

While the world’s economy today is unsteady, one thing is for sure: The wealthy consumers flying aboard private jets are your best bet, and only Elite Traveler delivers these elite travelers to our advertisers through our BPA audited circulation aboard private jets in over 100 countries, including Russia, the UAE, Kuwait, Qatar, Bahrain, Oman, India, Singapore, Korea and China. All with one ad buy!

3. In China, Private Jet Sales Grow And Elite Traveler Is There

While much of the Chinese jet market continues to be charter and foreign jets, Chinese nationals are continuing their surge in buying their own new private jets.

A recent report from Beijing noted while “a private jet will set you back $20 million, not including the nearly $2 million a year needed to maintain it…the expense is not enough to stop China’s super-rich from acquiring such a ‘luxurious toy’ – along with a slew of other luxury items.”

Last year alone, according to the report, mainland billionaires bought 15 business jets from a single distributor being interviewed, almost double those eight sold in 2008.

This year the distributor says he aims to sell 20 business jets. “It’s feasible, because in just two months this year we’ve already sold four jets,” Meng said.

Of course for anyone on a private jet flying to or within China, we are pleased to provide Elite Traveler as an amenity!

Only Elite Traveler can guarantee you that your ad dollars are reaching wealthy consumers who are still spending. What do we mean? Our December 2009 BPA Circulation statement breaks out where our magazine goes – 74 percent of our copies to private jets and private jet terminals, 14 percent to First Class lounges, 12 percent go to Sport Locker Room/Training Facilities and Yachts, etc. This means you know that your dollars are getting to consumers who are still traveling in style, and still spending money – not sitting home worried about the economy. It is a guarantee that your critical advertising dollars are reaching a lucrative target. It is a guarantee no other publisher can provide.

4. Where Are You Opening Your Next Boutique? It Could Be A Lesson For Media Planning.

In New York, there is Madison Avenue. In Beverly Hills, it is Rodeo Drive. Then there is of course the Orange County shopping cathedral South Coast Plaza, a popular place for luxury boutiques.

It seems pretty obvious for luxury goods companies that, using Manhattan as an example, Madison Avenue is a better location than say 125th Street in Harlem.

Why? Well, one block each way from Madison Avenue are lots of luxury “heavy users” or “best customers” in their Fifth Avenue and Park Avenue apartments and East Side townhouses. In other words, the stores are advertising their brands to these well heeled clients as they walk out in the neighborhood.

Do any of these uber rich make it up to 125th Street? Probably sometimes but not often, and they are only a small part of that community.

Now keep in mind that according to Harrison Research, 90 percent of today’s uber rich are self made, many from middle class households, and many having made their fortunes in the past decade. Despite being Super Rich, they aren’t super familiar with luxury brands whose heritage goes back centuries.

Having a store on Madison Avenue is a positioning tool for these brands. To be located adjacent to Graff, Chopard, Blancpain, Breguet, Cartier and Hermes, means your brand, even if not well known to the consumer, is part of this club.

Now switch hats and think of your advertising, particularly where you advertise in magazines and newspapers.

Are the majority of the readers “heavy users” of luxury? Can they spend $30,000 for a watch or $40,000 in a season buying fashion, let alone $15,000? Yes, it is nice to have somebody come in and buy a tie, but even at $150, tie purchases don’t keep most luxury houses in the black. It is still better to have that customer come in and spend $100,000. So what is the make up of the readers in the media where you are advertising?

Most authorities believe one has to have a $1 million household income to be a “heavy user” or “best customer” for a luxury brand.

So how many readers of your media selections have a $1 million + Household Income? And what percent of the total readership (who you are paying to reach) consists of these heavy users?

Then there is the old adage about “the company you keep.” Again, thinking that many of the Super Rich who can be your best customers may know less about you than you think, who else is advertising in that publication? Are they similar-minded brands and companies that serve to also enhance your positioning, or is it a mish mash of anything the publisher can sell from Hyundai to Diet Coke?

With marketing dollars being more important than ever, just some food for thought!

Out of the Box: Looking for new and innovative ways to efficiently and cost-effectively target potential customers? Advertise in the only worldwide audited magazine aboard private jets, Elite Traveler, and get to these consumers as they narrow their consideration set through You can find all the tools you need at

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