15-05-2025
- Business
- Business Journals
Private jet apps are struggling for a foothold while Texas-based Merlin1 focuses on personalized service
Private aviation is in the midst of a transformation — and it's not being led by flashy apps or sprawling national brands. Across Texas, discerning travelers are shifting toward local operators that prioritize service, personalization, and transparency. One such operator is Austin based Merlin1.
For CEO Jim Foody, the reason behind the transformation is clear: As charter operators evolve, the trend is to be large and diverse with multiple classes of aircraft (light, mid-size, super-mid and heavy jets) and multiple aircraft types within each class, all operating under one certificate. It's a mind-boggling level of complexity, ever increasing costs and declining levels of service. The optimum size, or fleet make-up, of a charter operator isn't yet clear but what is becoming clear is that larger operators, with fleets of 650+ aircraft, 30 different types and an order book exceeding 1,000 additional jets, are becoming more like large commercial airlines than a bespoke provider of luxury private air travel.
The return of personalized private travel
Merlin1 was built on a philosophy that flying private should feel effortless, refined, and tailored. From the first call to wheels-in-the-well, clients work with the same point of contact — not a rotating list of sales reps or impersonal app interfaces. 'We know our clients by name and by preference,' Foody says. 'That includes everything from catering and ground transportation to ideal cabin temperature. It's a relationship, not a transaction.'
Every Merlin1 jet is Wi-Fi equipped, and catering is sourced locally — often from renowned names like Don Strange — and always complimentary. In-flight service is just as thoughtful. After reaching cruising altitude, the co-pilot (whom clients know by name) steps into the cabin to adjust the environment and ensure passenger comfort. It's the kind of high-touch experience that's becoming rare — and one that Austin travelers should increasingly expect.
Keep it simple
Merlin1's fleet is comprised entirely of Citation 650s — a midsize jet known for reliability, speed, and comfort. Operating a single aircraft type delivers several advantages: reduced complexity, lower costs, while facilitating in-house maintenance, leading to better dispatch reliability. 'It keeps our operations more efficient than competitors, and that translates to a better experience and lower cost for our clients,' says Foody. The Citation 650 range delivers serious non-stop performance. 'We can fly nonstop from Austin to Costa Rica, the Bahamas and many Canadian destinations.'
Where the industry is headed
Foody believes private aviation is heading toward greater specialization and simplification. 'It's not yet clear how it will shake out but significant realignment, driven by operating costs, is coming quickly. The winners will be those operators best able to simplify operations and control costs while continuing to provide a luxurious, safe and reliable in-flight experience,' he says.
Why apps aren't there yet
Booking a private jet via app may sound convenient, but Foody warns the reality is often more complicated. 'The concept is appealing but the infrastructure just isn't there yet,' he says. 'There are too few aircraft in the system, and pricing often excludes key costs like positioning fees.'
What starts as a promising quote can quickly unravel into hidden fees and scheduling frustration. Merlin1, by contrast, offers clarity and simplicity from the start. 'A quick call to M1 will get you a real quote, a reliable schedule, and a tailored experience — no surprises.'
Empty leg flights: A smart way to fly private
For flexible travelers, Merlin1's empty leg flights offer access to private jet travel at a fraction of the typical cost. These are one-way repositioning flights, and the company offers these opportunities to a growing list of more than 5,000 subscribers.
'We send alerts twice a week, and the deals can be incredible,' Foody says. 'It's an easy entry point for those new to private aviation or just looking for a fun way to get out of town.'
Ready for a better way to fly?
Whether you're departing from Austin, San Antonio, or elsewhere in Texas, Merlin1 makes private flying feel personal again. Sign up for empty leg updates online or contact the team to explore on-demand charter options tailored to your schedule.
Your next adventure — and a better flying experience — starts here.
