In a bid to attract new private jet users, UK booking platform PrivateFly has launched an exclusive private jet flight price between the popular winter route of London Luton and Geneva. For the duration of the ski season a fixed price offer of €6,000 will apply to flights between the two airports, using a Nextant 400XTi for groups of up to six passengers.

This represents a discount of more than 30 per cent on usual market prices, which the company says would be at least 8,500 to €10,200 each way for this or an equivalent aircraft. Thus, for a six-strong group of friends or family flying together, the offer gives a price per person of €1,000 each way, or €2,000 return. According to Skyscanner, this compares to economy seat airline prices of up to €706 per person one-way on the most expensive peak days over the period, or up to €970 for a business class seat on the same route.

Customers heading to the slopes will also be able opt for a private helicopter transfer from Geneva airport directly to the ski resort, saving hours of ground transfer time. From Geneva to Meribel for example, this would be €2,350 and works out at an additional €392 per person for a group of six.

CEO and co-founder Adam Twidell comments: “On-demand pricing between London and Geneva usually fluctuates over the winter due to lower availability of aircraft. But we are excited to have secured exclusive pricing on a fleet of Nextant 400XTi aircraft for our customers, which will cost €6,000 each way, whatever date or time the customer wants to fly.

“We know uncertainty around pricing can be a major barrier to new private jet users entering the market. By making the price clear and simple and offering this discount for a limited period, we're aiming to introduce new customers to business aviation, as well as offering excellent value to those who've flown before. And despite the discount, there's no compromise on the usual on-demand customer experience. We're showcasing all the benefits to give a full taste of what our industry can offer.

“We're expecting the time-saving factor to appeal particularly to travellers on short trips or with families. They can be on the slopes in Meribel or Val Thorens in just two hours and 15 minutes after arriving at the airport in London if they add a helicopter transfer too, or in under four hours if travelling from Geneva by road. This compares to a best-case scenario of six to seven hours by airline.”