Jetex: Pioneering the Future of Private Aviation

Adel Mardini’s voice is calm, measured, yet his ambitions for Jetex, a leading player in private aviation, are undeniably grand. Positioned in the luxurious setting of Jetex’s flagship VIP terminal at Dubai’s Al Maktoum International Airport (DWC), Mardini outlines plans for an expansive growth strategy. “In 2025, we are entering the next level of our expansion,” he states confidently. Jetex, with a current presence in 37 locations worldwide, anticipates nearly doubling this figure to 75 by the end of next year.

A Shifting Passenger Profile

Historically, Jetex catered to ultra-high-net-worth individuals primarily from the oil and gas sectors, as well as government officials, predominantly aged between 50 and 80. However, the COVID-19 pandemic has reshaped the demographic landscape. Today, private jet passengers are younger, typically between 25 and 55 years old, with increasing numbers from tech, fashion, cryptocurrency, and celebrity circles. The appeal lies in the allure of speed and privacy, leading many former first and business-class travelers to shift toward private aviation.

Jetex is adapting to this changing profile by fostering partnerships and entering new markets, particularly in Asia and Latin America, where the brand has established a foothold in regions typically dominated by local operators.

The Visionary Behind Jetex

Adel Mardini’s journey from Damascus, Syria, to Dubai’s sophisticated aviation landscape is a testament to his vision. Starting Jetex in 2005 with a singular location, he recognized the need for more than just technical support in business aviation. “It needed hospitality, branding, and a consistent global experience,” he reflects.

Prioritizing sustainable growth over rapid expansion, Jetex has developed into a globally recognized brand because Mardini believed in maintaining stringent standards while scaling operations.

Expanding to Saudi Arabia and the Red Sea

Key to Jetex’s growth strategy is Saudi Arabia, where tourism and aviation ambitions align seamlessly with the company’s high-end service model. The Red Sea Project, an expansive luxury tourism initiative along the west coast, marks a significant milestone for Jetex as it becomes the exclusive FBO (fixed-base operator) for Red Sea International Airport.

“This means we’ll be there from the very first flight, shaping the experience for every VIP and private passenger who arrives,” Mardini explains. The company is diligent in ensuring that the warmth and professionalism of its Dubai flagship is mirrored in its Saudi operations, from lounges to concierge services.

As the kingdom invests heavily in infrastructure and tourism, Jetex plans to capture a burgeoning market share in private aviation.

Focus on Asia

While Saudi Arabia is a primary focus, Mardini sees immense potential in Asia’s emerging markets. “Countries like Indonesia, Thailand, and Vietnam are just beginning their private aviation story,” he asserts confidently.

With a projected compound annual growth rate of approximately 15.5% in Southeast Asia’s business jet market from 2025 to 2030, Jetex is negotiating the establishment of new facilities across the region. The potential in secondary markets within Africa and Latin America is also being explored, tapping into the region’s fragmented demand for business aviation.

Commitment to Sustainable Aviation

For Mardini, Jetex’s future hinges not just on geographical expansion, but also on sustainability. The company has been a forerunner in making Sustainable Aviation Fuel (SAF) available at scale in the UAE.

“We’re investing heavily in making SAF accessible throughout our network,” he states, recognizing the growing demand from corporate customers with net-zero commitments. Despite challenges—including costs and certification processes—Mardini is upbeat about the shifts toward greener fuel solutions within the industry.

Innovating with eVTOL Technology

Jetex is not just preparing for future trends but is actively participating in them. The partnership with Joby Aviation and Archer in the eVTOL (electric vertical take-off and landing) sector is particularly exciting for Mardini.

“This is the future of short-range passenger transport,” he notes. Imagine a scenario where a passenger boards an eVTOL in a city center, takes off to a Jetex terminal, and connects seamlessly to a private jet—all in a matter of minutes. The vision is to redefine “door-to-door” travel for Jetex clients. Initial test flights are already underway in the UAE, with Dubai and Abu Dhabi identified as potential launch locations.

Operational Excellence

Behind the scenes, Jetex runs a finely-tuned operational machine. The company’s centralized flight operations in Dubai manage everything from flight plans to ground handling around the clock. Mardini emphasizes their commitment: “From the moment a client calls, our system kicks in.”

Utilizing cutting-edge technology, Jetex can quickly arrange permits, fuel, catering, crew rest, and more, anywhere in the world, in just a few hours. This efficiency is matched with a dedication to maintaining a personal touch in service.

Future Prospects

As Jetex gears up for exponential growth in the coming years, Mardini emphasizes the importance of maintaining their high-touch service model. “If we can grow and still have our customers feel like we’re their personal aviation team, then we’ve succeeded,” he states resolutely.

With a solid foundation in place and evidence of strategic foresight, Jetex is poised to not only expand its footprint but also to build the future of private aviation.

Read the full cover article in the latest edition of Gulf Business Leaders: here.