Private aviation is often associated with luxury and exclusivity, but as Odette Bertasso, Managing Director of Luxaviation Africa, explains, it is also a crucial business tool that enhances efficiency, flexibility, and accessibility.
In an insightful conversation with African Pilot Magazine Editor Phillippa Dean, Bertasso sheds light on the advantages of private charter, the operations of Luxaviation Africa, and the growing market for private aviation across the continent.
More Than Just Luxury – The True Value of Private Charter
One of the common misconceptions about private charter flights is that they are solely reserved for the ultra-wealthy. However, according to Bertasso, the reality is quite different. “Private Charter is not just a commercial tool; it’s also about leisure. Our business is split roughly 60/40 between corporate and leisure clients,” she explains.
Luxaviation Africa operates a diverse fleet, ranging from rotary-wing aircraft through to small VIP jets and turbo-propelled aircraft catering to leisure travellers, to mid-size jets for corporate clients, and intercontinental jets for long-haul business travel. The company also provides services beyond passenger transport, including freight and even the transportation of livestock.
Luxaviation Africa has a significant presence across the continent, with operations in South Africa’s Lanseria and Cape Town, as well as in the Seychelles. While their primary focus is on Africa, the company is part of the global Luxaviation Group, meaning that aircraft under their management can be based worldwide.
With a fleet of approximately 100 aircraft under various levels of management, Luxaviation Africa offers private owners the option to make their aircraft available for charter or keep them solely for personal use. “All of our aircraft are privately owned, but some owners choose not to make them commercially available,” Bertasso notes.
The Business Case for Private Charter
For businesses, private charter is not just about comfort—it’s a strategic investment. “In Africa, commercial flights often require routing through major hubs, making direct travel difficult. With private charter, you dictate the schedule. You can arrive ten minutes before departure, and if you’re running late, the aircraft waits for you,” says Bertasso.
This flexibility is particularly beneficial for corporate clients who need to visit multiple destinations in a short time. “A CEO or executive team can cover three countries within two days, spending only a few hours at each destination before moving on. When you quantify the value of an executive’s time, private aviation becomes a cost-effective solution,” she adds.
During COVID-19, private aviation also became a preferred choice for families looking to travel without sharing space with others. “Unlike commercial airlines, we do not sell tickets or seats—when you book a flight, the aircraft is exclusively yours, offering both safety and convenience,” Bertasso points out.
Bespoke Luxury
While efficiency is a key selling point, luxury remains an integral part of the private charter experience. “Clients can personalise their flight to an incredible extent. From bringing pets onboard to requesting specific catering—be it caviar and champagne or a meal prepared by their personal chef—we accommodate all needs,” says Bertasso.
Additional bespoke services include direct apron drop-offs, custom music selection, personalised linens, and sleeping arrangements for longer flights. “The level of exclusivity is entirely up to the client,” she adds.
Comprehensive Aircraft Management Services
Beyond chartering, Luxaviation Africa provides full aircraft management services. While the company does not conduct maintenance itself, it oversees the entire process. “We offer a CAMO (Continuing Airworthiness Management Organisation) service, ensuring that all maintenance, flight hours, and calendar-dated inspections are properly managed,” explains Bertasso.
Luxaviation also ensures that pilots meet the highest standards. “All our pilots undergo simulator training, often overseas, which is a costly but necessary exercise. Commercial pilots must meet stringent regulatory requirements, and we manage flight duty times to prioritise safety,” she states.
The African Market and Its Unique Challenges
While private aviation in Africa is growing, it faces distinct challenges compared to other regions. “In Europe, there are more airports with well-maintained runways and better infrastructure, making private aviation more accessible. In Africa, many airfields are not licensed or maintained to high standards, limiting the aircraft that can operate there,” says Bertasso.
Despite these obstacles, there is an increasing demand for private aviation in East and West Africa, driven by rising aircraft ownership and business expansion. Luxaviation Africa adapts to local conditions by offering the flexibility that African business culture requires. “We understand that clients may need more time, and that’s why private charter works—it offers convenience and bespoke service tailored to individual needs,” she adds.
Cargo and Freight Services
Luxaviation Africa is also a key player in cargo transportation. “We have a dangerous goods license and operate aircraft that can handle everything from hazardous materials to humanitarian aid,” says Bertasso.
The company works closely with major industries, including mining, by transporting both cargo and personnel to remote locations. “We provide logistical support to mining companies, moving essential goods and employees efficiently. With the expansion of cargo facilities at Lanseria Airport and the rise of e-commerce, this sector is poised for growth,” she highlights.
Looking Ahead
As part of the Luxaviation Group, Luxaviation Africa continues to expand its services and expertise. “Originally, we were ExecuJet, and through acquisitions, we have grown into a global powerhouse. Our focus remains on delivering exceptional service with the backing of an international network,” says Bertasso.
Despite the challenges of operating in Africa, Luxaviation Africa remains dedicated to providing top-tier aviation services. “We are a 24/7 operation, always ready to serve our clients. Whether for business, leisure, or cargo, we take care of the details, ensuring a seamless and efficient experience,” Bertasso concludes.
With its commitment to flexibility, safety, and excellence, Luxaviation Africa is shaping the future of private charter across the continent, offering a world-class alternative to commercial travel while adapting to the unique needs of the African business market.
