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The following key pillars underpin our vision and strategy:


Putting our customers first

The cornerstone of our culture is our Customer First principle. To harness this, we work in partnership with our clients, to provide consistently exceptional services across the Group. Our Peter Saunders Award for Extraordinary Customer Service, now in its second year, has helped to further cement our customer ethos across our organisation.

Growing organically: Strengthening our core business

We continue to strengthen our core Charter business, positioning us well for future organic growth by investing in sales teams in new geographical locations, training, technology advancements, processes and controls.

Broadening our offering

Our business provides a diverse portfolio of aviation services, reducing the Group's exposure to charter market volatility and improving the overall quality of our earnings.

Developing and retaining our people

Air Partner is a people business. We remain committed to recruiting and developing the best people to join our already strong and customer-focused teams, empowering our colleagues to live our values and to fulfil their potential.


Embedding our brand across our business

As a Group we have grown and diversified but our strong brand and our Company values across Charter and Safety & Security continue to unite us. The strength of our brand shows we are a Group that is dedicated to delivering extraordinary customer service. The development of our brand has continued to evolve, and the use of the core brand proposition and the establishment of our single-brand approach have allowed us to onboard new acquisitions smoothly within an agreed framework.