Wheels Up Completes Its Brand Integration, Unifying Global Operations Under One Name
On May 27, 2026, Wheels Up Experience Inc. (NYSE: UP) announced the successful completion of its brand transition, incorporating all private jet and group charter services offered by Air Partner into the Wheels Up brand. This strategic move marks a significant milestone for the company, amplifying its efforts to create a cohesive identity and enhance customer experience globally. Initially commenced in the United States, the brand unification now extends to the United Kingdom and beyond, offering seamless access to a comprehensive range of aviation solutions.
With the rebranding, Wheels Up is fully rolling out its customer loyalty model across the UK, designed for a more integrated, concierge-level service approach. This model aims to streamline transitions and fortify accountability, organizing dedicated sales and service teams throughout the entire customer journey. From initial inquiries to booking and travel execution, the intention is to provide a consistent and high-quality experience for clients.
Kristen Lauria, Marketing Chief at Wheels Up, emphasized the importance of this transition: "This is a significant milestone for Wheels Up and our clients. By uniting our private jet and group charter services globally under the Wheels Up brand, customers anywhere in the world can access our full range of aviation solutions from a single, trustworthy source. Additionally, we can build upon Air Partner's over 65 years of experience as a cornerstone of the Wheels Up platform."
The integrated approach promises a more uniform customer experience across different regions and travel types, giving clients direct access to the complete Wheels Up portfolio — which includes private jet charters, group charter options, and flexible private and commercial travels. The collaboration with Delta Air Lines enhances these offerings further, providing customers with premium benefits for their business travels, thereby deepening long-term relationships through personalized service.
Mark Briffa, Sales Director of Wheels Up and former CEO of Air Partner, added, "Today’s step combines the strengths of both companies under a global brand. For our customers worldwide, this means they can continue relying on the same expert knowledge they've depended on for decades — now enhanced by the full spectrum of services, fleet, and technology from Wheels Up. This proposition is, in every respect, even more compelling, and we look forward to what the future holds."
While Air Partner Cargo will retain its original name, focusing on its specialization and expertise in global freight and courier services, Wheels Up continues its mission to reshape the private aviation landscape. With a rich and diverse fleet and a network of vetted charter companies committed to safety and service, Wheels Up is committed to revolutionizing the on-demand private flight experience.
Customers can easily search, book, and manage flights through the Wheels Up app and website. The integration of services allows guests to have comfort and assurance navigating their aviation needs in an increasingly complex market — all under the reliable Wheels Up brand. For additional details, please visit www.wheelsup.com.
Future Outlook
The brand transition reflects Wheels Up's dedication to innovation in the private aviation sector and commitment to providing exceptional service to all of its clients. As the company continues to grow and evolve within the industry, it will remain responsive to the needs and expectations of its customers, striving to maintain its position as a leading provider of private aviation solutions in the global market. This unification can be seen as the groundwork for a more integrated service design that prioritizes customer satisfaction and operational excellence.
With the rebranding, Wheels Up is fully rolling out its customer loyalty model across the UK, designed for a more integrated, concierge-level service approach. This model aims to streamline transitions and fortify accountability, organizing dedicated sales and service teams throughout the entire customer journey. From initial inquiries to booking and travel execution, the intention is to provide a consistent and high-quality experience for clients.
Kristen Lauria, Marketing Chief at Wheels Up, emphasized the importance of this transition: "This is a significant milestone for Wheels Up and our clients. By uniting our private jet and group charter services globally under the Wheels Up brand, customers anywhere in the world can access our full range of aviation solutions from a single, trustworthy source. Additionally, we can build upon Air Partner's over 65 years of experience as a cornerstone of the Wheels Up platform."
The integrated approach promises a more uniform customer experience across different regions and travel types, giving clients direct access to the complete Wheels Up portfolio — which includes private jet charters, group charter options, and flexible private and commercial travels. The collaboration with Delta Air Lines enhances these offerings further, providing customers with premium benefits for their business travels, thereby deepening long-term relationships through personalized service.
Mark Briffa, Sales Director of Wheels Up and former CEO of Air Partner, added, "Today’s step combines the strengths of both companies under a global brand. For our customers worldwide, this means they can continue relying on the same expert knowledge they've depended on for decades — now enhanced by the full spectrum of services, fleet, and technology from Wheels Up. This proposition is, in every respect, even more compelling, and we look forward to what the future holds."
While Air Partner Cargo will retain its original name, focusing on its specialization and expertise in global freight and courier services, Wheels Up continues its mission to reshape the private aviation landscape. With a rich and diverse fleet and a network of vetted charter companies committed to safety and service, Wheels Up is committed to revolutionizing the on-demand private flight experience.
Customers can easily search, book, and manage flights through the Wheels Up app and website. The integration of services allows guests to have comfort and assurance navigating their aviation needs in an increasingly complex market — all under the reliable Wheels Up brand. For additional details, please visit www.wheelsup.com.
Future Outlook
The brand transition reflects Wheels Up's dedication to innovation in the private aviation sector and commitment to providing exceptional service to all of its clients. As the company continues to grow and evolve within the industry, it will remain responsive to the needs and expectations of its customers, striving to maintain its position as a leading provider of private aviation solutions in the global market. This unification can be seen as the groundwork for a more integrated service design that prioritizes customer satisfaction and operational excellence.
Topics Travel）
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