The app-ification of private flying: Texas company says ‘not so fast'

Business Journals

01-05-2025

In today's rapidly evolving private aviation landscape, the tide is shifting. A growing number of travelers are moving away from national charter brands and embracing the personalized experience offered by locally-owned operators like San Antonio-based Merlin1. For CEO Jim Foody, the trend is clear: Scale has come at the expense of service, and discerning travelers are noticing. 'As these larger national carriers have grown, their ability to provide true luxury service has diminished,' says Foody. 'Clients are no longer dealing with the same person from start to finish. They're not being greeted by name. In many cases, they're not even allowed to specify exact departure time, particularly during peak holiday seasons.'
Instead of a confirmed takeoff time, Foody explains that some nationally branded operators now offer a departure window — typically two hours. That seemingly small change often means a frustrating wait at the fixed base operator and a loss of control for the traveler. It's precisely this erosion of experience that has caused many to seek alternatives. Despite service erosion the nationally branded charter operators remain the most expensive option.*
Putting luxury back in the skies
Merlin1 was founded on a simple premise: Private aviation should feel personal, refined, and effortless. That commitment is evident from the moment a client first reaches out.
'You're not dealing with a call center or an app. You're dealing with the same person throughout the entire process,' Foody says. 'We know our clients by name. We know their preferences and ensure they are met on each and every flight. Our entire fleet is Wi-Fi equipped and catering from local partners like Don Strange is always elegant, personalized and complimentary. Every detail is intentional.'
That white-glove approach extends into the air. After reaching cruising altitude, the co-pilot enters the cabin to check on passenger comfort. It's a level of service that's unheard of among larger nationally branded charter operators. 'It's the little things that make the biggest difference,' Foody adds. 'And those are the first things to go when companies scale too fast.'
The jet app dilemma
Tech-driven booking platforms promised a revolution in charter travel, but Foody believes they've arrived a decade too early. 'The concept is great, but the reality is that the infrastructure just isn't there yet,' he explains. 'There aren't enough aircraft in the system to make it efficient, and most quotes are misleading because they don't include positioning fees or precise timing. What looks like a great deal quickly turns into a frustrating experience.' Apps also can't replicate the nuanced, concierge-level service Merlin1 provides. Booking through an app might take hours of price comparison and coordination, whereas a two-minute conversation with Merlin1 yields clarity, simplicity, and a tailored itinerary.
The rise of the empty leg
For those with flexibility, empty leg flights are becoming a sought-after way to experience private travel at a reduced rate. These are repositioning flights — when an aircraft is flying empty to pick up a client — and Merlin1 offers these opportunities to a growing list of over 5,000 subscribers. 'It's a smart way to experience private aviation, often at a fraction of the price,' Foody says. 'We send out empty leg updates twice a week. It's easy to sign up on our website or by giving us a call, and offers incredible value for the flexible traveler.'
Fleet focus, elevated performance
Merlin1 operates the largest KSAT-based fleet, composed entirely of Citation 650's, a strategic choice that enhances both reliability and efficiency. 'There's a huge advantage to fleet uniformity,' says Foody. 'Our pilots and mechanics are trained on a single aircraft type, which simplifies operations, keeps more of our maintenance in-house and improves dispatch reliability. That means a lower cost per flight hour.' The Citation 650 also brings real operational benefits. 'We can fly nonstop from Austin to Costa Rica or back-and forth to the Bahamas.'
The future of private aviation
Looking ahead, Foody sees a clear trajectory: simplification, specialization, and consolidation. 'The idea that one provider can continue to operate multiple sizes and types of aircraft efficiently just isn't realistic anymore,' he says. 'This is among the reasons costs of nationally branded operators are increasing while service is slipping. I believe we'll see operators transition to a single aircraft size and with one to two providers each for light, midsize, super-mid and heavy jets — and Merlin1's future is to be the leading midsize jet operator in Texas. It might well be that the nationally branded carriers, for reasons such as market share and a more efficient means to scale, contract with local carriers to operate smaller aircraft within their existing fleets.' At the same time, Foody warns of a growing risk: As private aviation expands, service may become increasingly commoditized. It's a shift he's determined to resist.
'We're fighting to preserve what private aviation is meant to be — a refined experience,' he says. 'It's all about safety, reliability and luxury.'
Ready to book your next private jet charter from Austin or San Antonio? Sign up for Merin1's Empty Leg Distribution List for highly discounted one-way flights. To learn more about our on-demand charter program, please contact us today. Your next adventure awaits – don't miss out.