The global charter aviation industry is facing a new challenge: an oversupply of brokers competing for the same flights. While demand for on-demand private aviation remains strong, the rise in intermediaries has triggered growing concerns about pricing, margins, and service quality.
This issue took center stage at the Air Charter Expo (ACE) 2025, held this week at London Biggin Hill Airport, where operators and brokers discussed both opportunities and risks in today’s evolving market.
Too Many Brokers, Too Much Competition?
Simon Cooper, director of the UK brokerage group Hunt & Palmer, warned that operators now face situations where up to ten brokers are competing on a single charter request.
“The question becomes, how do we maintain service quality in this environment? At some point, we have to be prepared to walk away from certain flights,” Cooper noted.
This “race to the bottom” in pricing is putting pressure on margins, forcing both operators and brokers to rethink their strategies.
Industry Tip: Tools like the Aviapages Charter Quote Tool can help brokers and operators streamline requests, filter serious inquiries, and focus on profitable flights rather than chasing every quote.
Regional Dynamics: Europe, Middle East, and the U.S.
According to Nicole Gurney of TAG Aviation, geographic differences are shaping market performance.
- In Europe, charter demand has remained flat.
- In the Middle East and the U.S., markets are expanding, offering stronger growth opportunities.
This shift has pushed companies like TAG to broaden their charter fleets, adding more light jets such as the Pilatus PC-24 and Embraer Phenom series, alongside larger business jets, to meet diverse demand.
Who’s Flying? Changing Charter Demand
Brokers and operators at ACE highlighted strong demand from music and sports clients, but noted a decline in flights for product launches and industrial deliveries.
At the same time, more first-time private aircraft owners are making their jets available for charter to offset ownership costs — further increasing fleet availability and competitive pressure.
Rising Costs and Workforce Challenges
Charter companies are also struggling with rising business costs. According to Kevin Ducksbury, Chairman of The Air Charter Association (ACA), wages for skilled maintenance professionals have surged, although improvements in supply chain reliability are beginning to stabilize expenses.
To address staffing challenges, the ACA is doubling down on recruitment and training initiatives, including its internship program, to ensure a steady talent pipeline.
Industry Resilience and Adaptation
Despite these challenges, Glenn Hogben, CEO of the ACA, emphasized that charter activity remains higher than pre-pandemic 2019 levels.
“The market is growing, and this gives us confidence that the industry is in a strong position. Business aviation has always been resilient and adapts quickly to changing conditions,” Hogben told AIN.
Still, tensions remain between established operators and new brokers who may prioritize short-term profit over sustainable practices.
Daniel Carratt, director of Charter Sync, cautioned that brokers should focus less on lowball bidding for every flight and more on building strong operator and client relationships:
“Diversification and long-term trust are far more valuable than chasing a few hundred dollars on each trip.”
Illegal Charter Concerns
Another theme at ACE was the risk of illegal charters. When charter bids appear suspiciously low, ACA members are encouraged to file reports with regulators. However, as noted by Lindsey Oliver of the British Business and General Aviation Association (BBGA), regulators are often unable to share details due to legal restrictions.
Conclusion: A Market in Transition
The rise of charter brokers is reshaping the industry. While competition benefits clients in the short term, the long-term risks include margin erosion, service quality challenges, and regulatory concerns.
For brokers and operators, the key to navigating this environment is efficiency, digitalization, and stronger relationships. Platforms like the Aviapages Charter Quote Tool and Flight Time & Cost Calculator help companies save time, avoid unprofitable flights, and deliver the level of service that clients expect.
