#USA #Atlanta #Private Aviation #Wheels Up #Air Partner

Wheels Up Completes Its Global Brand Transition

Wheels Up Experience Inc. (NYSE: UP), recognized as a leader in on-demand private aviation, has announced the successful conclusion of its brand transition, marking a significant milestone for the company and its customers. The transition integrates the group charter and private jet services previously offered under Air Partner’s name worldwide, allowing for a cohesive and enhanced customer experience on a global scale.

This brand overhaul signals the culmination of an integration effort that began earlier in the year in the United States, creating a unified Wheels Up identity across key markets. The first phase consisted of consolidating various services under one brand, making it easier for clients to access a wide range of aviation solutions seamlessly.

In conjunction with the brand transition, Wheels Up has also introduced an integrated concierge-level customer engagement model in the UK. This innovative approach aims to enhance support and accountability by organizing dedicated sales and service teams around the customer journey—from the initial request to booking and throughout travel delivery and ongoing assistance.

Kristen Lauria, Chief Marketing Officer of Wheels Up, emphasized the importance of this transition, stating, “This is a significant step for Wheels Up and our clientele. By bringing together our group charter and private jet offerings globally under the Wheels Up brand, we make it more accessible for clients, no matter where they are in the world, to engage with our comprehensive suite of aviation services through a singular and trusted relationship. Additionally, this consolidation enables us to leverage over 65 years of legacy from Air Partner, one of the cornerstones of Wheels Up's platform.”

The new integrated model presents a streamlined and consistent customer experience across all regions and travel types. It allows customers to access the complete portfolio of Wheels Up offerings, including private jet charters, group charters, and flexible private-commercial travel options facilitated by an unprecedented strategic partnership with Delta Air Lines. This integration not only fosters long-term relationships through more coordinated and personalized service but also enhances overall customer satisfaction.

Mark Briffa, Wheels Up’s Chief Sales Officer and former CEO of Air Partner, remarked, “Today's milestone brings together the best of both organizations under a single global brand. For our worldwide clients, this means accessing the same expertise they have relied on for decades but now supported by the extensive size, fleet, and technology of Wheels Up. It’s a more robust proposition in every respect, and we are very optimistic about the future.”

Moreover, while the integration of private aviation services is underway, Air Partner Cargo will continue to operate under its current name, preserving its specialization and expertise in global shipping and freight services.

About Wheels Up

Wheels Up is one of the leading global providers of on-demand private aviation. The company boasts a large and diverse fleet along with a network of safety-certified charter operators, all dedicated to ensuring safety and exceptional service. Clients benefit from charter and membership programs, as well as premium commercial travel offerings through its strategic partnership with Delta Air Lines. Wheels Up also provides freight services to a variety of clients, including individuals and government organizations, through Air Partner Cargo. With an intuitive app and website, members can easily search, book, and experience flights seamlessly. For further information, please visit www.wheelsup.com.

Forward-Looking Statements

This press release contains certain “forward-looking statements” under federal securities laws. Forward-looking statements are predictions, projections, and other statements regarding future events that are based on current expectations and assumptions and thus are subjected to a number of known and unknown risks, uncertainties, assumptions, and other important factors, many of which are beyond Wheels Up's control. Except as required by law, Wheels Up does not intend to update these forward-looking statements after the date of this release.