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"Midsize jet leader" growing European charter market
It started with a recognized opportunity. Taking the time to
assess clients' needs, missions and unrealized potential. For
BHS Aviation CEO, Daniel Suter, potential would lie within a
fixed-wing AOC (Air Operator Certificate).
"Being an aircraft operator in the heart of Europe, we saw an
opportunity in the increasing demand for individual short- and
medium-haul charter flights. The COVID-19 pandemic and all its
implications has motivated us," he said.
BHS Aviation is most widely known in Europe for its
Zurich-based helicopter operations. The company is the
helicopter provider for the World-Economic-Forum in Davos. As
a commercial operator to clients who seek a bespoke service,
BHS Aviation keeps a close eye on customer needs. Recently,
Suter said, they realized the need for an aircraft to suit
recurring, specific requests.
"By giving our customers a carefree package, we enable them to
travel freely again. This includes a reliable, flexible and
easy to reach service."Daniel Suter, BHS Aviation CEO
"Our customers in and around Switzerland are asking for a
professional and highly flexible operator for direct flights
within one to five flight hours. They are mainly business
people from medium size to big corporations, but also families
and private individuals,” Suter explained. “Our typical client
values privacy and highest comfort and expects their operator
to be able to meet every individual request." To ensure the
customer experience would remain, BHS Aviation knew it needed
to invest in the right brand of aircraft, backed by a
manufacturer and service network that spanned the globe. It
chose a CITATION jet by Textron Aviation.
"As we will have our aircraft available strictly for charter
flights, reliability and availability of the aircraft is of
utmost importance. Therefore, cancelling a flight because of a
technical issue may result in losing a customer. Our decision
to choose a Citation product is based on our excellent
experience with the manufacturer," Suter said.
BHS Aviation's personal opinion of Textron Aviation was a
strong selling point, but Suter said the Citation brand's
reputation in Europe played into the decision to invest in one
of the most popular aircraft as well. Suter explained the
CESSNA CITATION LATITUDE jet is the “market leader in the
midsize aircraft market,” also noting it is known in Europe
for reliability and performance.
"Citation products have been successful in Europe since the
very beginning. The name stands explicitly for a proven and
reliable product."Daniel Suter, BHS Aviation CEO
"The Latitude already enjoys an excellent reputation in the
midsize jet market. For up to eight passengers, it provides
the best performance, a full-size and spacious cabin and on
top the best price-performance ratio in the market," Suter
said. "By evaluating a group of six different small- and
midsize aircraft of several manufacturers, it quickly became
clear that a Latitude would perfectly fulfill our
requirements."
The experienced BHS Aviation crew welcoming their brand-new
Cessna Citation Latitude jet at delivery in Wichita, Kan.
Suter also explained the necessity of having a service
provider that is truly global and invests in international
support. He said European customers often strictly evaluate
their private aviation service provider, ensuring it meets
their specific needs. That often requires a company-owned and well-experienced service center within a reasonable proximity. For BHS
Aviation's operation in Switzerland, having Textron Aviation's
company-owned service center in Zurich was a positive that
couldn't be ignored.
With the aircraft wheels up, what's next for BHS Aviation?
Suter says expansion.
"We will start as a charter operator but also plan on growing
the fleet with customer aircraft and our aircraft management
services," he said. "By adding the Latitude to our fleet, we
are becoming a fixed-wing operator again. This adds to our
current product range, which includes charter brokerage,
handling services and aircraft management."
The CEO says it is clear there are industry challenges in
general aviation, but when he looks at both BHS Aviation and
Textron Aviation, he sees growth.
"Our needs were met with extreme professionality, and we
received utmost support throughout the whole journey," Suter
said. "Even though the Latitude is our first fixed-wing
aircraft from Textron Aviation, the team at BHS Aviation
benefits from its long-term experience with the manufacturer."
Curious which Citation jet product fits your mission?
Find out here