The Middle East is a dynamic market where seasonal travel, interregional connectivity and heightened service expectations define consumer behaviour, and the private aviation sector is a perfect example of this. Ultra-high-net-worth individuals (UHNWIs) demand fast, reliable, and seamless travel solutions, whether for winter holidays in Europe or navigating growing business corridors between the Gulf, Latin America, Africa, and Asia.
Marketing and brand building within the private aviation landscape is distinct due to exclusive nature of the audience and the complexity of their needs. Unlike general consumer marketing, this niché requires a deep understanding of the UHNWIs’ lifestyle, preferences, and values, which often revolve around privacy, personalisation, and elite experiences.
Branding in this space emphasises not just safety and efficiency, but also luxury, prestige, and bespoke services that cater to the unique requirements of each client. The decision-making process for these individuals is influenced by reputation, personalised relationships, and exceptional service, rather than price or traditional advertising methods. Thus, marketing strategies must be highly personalised, leveraging direct engagement, exclusive events, and strategic partnerships to build trust and long-term relationships.
To discuss all this and more Campaign Middle East spoke to Matteo Atti, Chief Marketing Officer at Vista, one of the world’s leading private aviation groups.
Atti said, “Ultra-high-net-worth individuals demand fast, reliable, and seamless travel solutions, whether for winter holidays in Europe or navigating growing business corridors between the Gulf, Latin America, Africa, and Asia.”
He added. “Importantly, Middle Eastern clients expect a service level that matches the region’s gold-standard hospitality. These trends drive Vista’s strategy to provide a flexible, world-class aviation solution: a floating fleet of industry-leading aircraft, personalised experiences and a tailored service. By embedding cultural sensitivity into every detail – from crew training to bespoke in-flight offerings – Vista has been able to create trust and loyalty, building enduring personal relationships, strengthens its brand equity in the market.”
Global brand identity with nuanced local culture and values
Vista has had a deep-rooted presence in the Middle East since 2010, and beyond infrastructure, it boasts a multicultural workforce of more than 60 nationalities, ensuring that Middle Eastern culture and values are represented across all touchpoints.
Commenting on how Vista takes this ‘narrative’ from the drawing board into reality, building a global brand identity while simultaneously catering to local preferences, Atti said, “In addition to Dubai being home to our global corporate headquarters, we also have an operational hub, staffed by 90 professionals across sales, marketing, and operations, to provides local expertise while aligning with global standards.”
He added, “For clients in the region, this means tailored in-cabin experiences that reflect cultural expectations – from crew training on how to address clients appropriately to region-specific menus emphasising shared dining traditions. Our service styles honour the culture of hospitality and connection, creating an environment that feels both familiar and refined. We want our Middle Eastern clients, who are global citizens with regional roots, to always feel understood and valued, wherever they fly.”
Campaigns, celebrity and brand partnerships, and culturally relevant storytelling
For its campaigns, Vista employs a strategic omnichannel approach that emphasises high-impact, authentic localised communication.
“All our campaigns are filtered through a regional perspective with intention to ensure that we speak and behave like the locals, with press, PR and face to face events as key drivers of engagement. Vista also collaborates with luxury brands that have a strong resonance in the region, such as Scuderia Ferrari, and partners with influential ambassadors to strengthen its recognition to the market,” Atti revealed.
He added, “We prioritise direct engagement by translating our digital assets into Arabic and offering localised customer support. Social media also plays a significant role, complemented by experiential events like press flights and client-hosted dinners. This multifaceted approach ensures Vista’s brand resonates deeply with Middle Eastern UHNWIs and corporates, aligning global prestige with a genuine local heart.”
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A recent standout campaign was VistaJet’s wellness programme, launched in alignment with the growing global focus on wellness. The initiative included press flights to showcase in-cabin wellness features, consultations with in-house nutritionists, and partnerships with renowned athletes as brand ambassadors.
“We integrated digital storytelling with social media activations and private influencer events to amplify reach and bring the story to life. By working closely with regional partners, the initiative maintained cultural relevance, establishing Vista as a brand that listens, innovates, and respects the evolving needs of its members, and brought traffic to the top wellness destinations in the Gulf. A 90 per cent engagement rate in nutritionist consultations underlined the resonance of health-focused luxury services.”
Atti also alluded to the fact that its UHNWI members within private aviation value transparency, respect, and thoughtful engagement.
“Therefore, this VistaJet’s wellness programme campaign was a truthful offering of a new way to fly, which acted as a conversation starter, demonstrating our profound interest in understanding our clients’ priorities and help them take the smarter path to fly well and live well,” Atti added.
Vista’s storytelling emphasises personal success narratives, cultural connection, and bespoke service excellence.
“Content showcasing our behind-the-scenes expertise, such as the precision of flight preparations or the craftsmanship of in-flight dining, builds trust and aspirational appeal. Digital-first creatives, particularly high-quality video content on platforms like Instagram, also engage this always-on audience. Tailored storytelling – whether highlighting a seamless global journey or featuring collaborations with respected regional figures – resonates deeply, as they reflect both the lifestyle and the personal aspirations of Middle Eastern UHNWIs,” Atti explained.
Taking ESG beyond a ‘brand exercise’ in private aviation
Amid nation building exercises and clear cut goals set for Saudi Vision 2030 and UAE Vision 2030 in line with the United Nations’ Sustainable Development Goals (UN SDGs), the time has come to close the say-do gap between intent and action within ESG implementation, especially within the aviation sector.
When asked about this, Atti agreed saying, “In a region where sustainability and innovation are central to national visions like Saudi Vision 2030 and UAE Vision 2030, bridging the say-do gap in ESG is not optional – it’s an essential demand from corporations and the next generation of wealth. These stakeholders increasingly prioritise genuine ESG commitments over superficial brand exercises or well-meaning shows of intent.”
Vista has integrated sustainability into its core operations, from committing to carbon offsetting to pioneering Sustainable Aviation Fuel (SAF) adoption. Atti added, “By aligning with regional ambitions and delivering transparent, actionable results – such as detailed environmental reporting, regularly published online – Vista meets the growing demand for accountability.”
“This approach not only supports environmental progress but also resonates with clients who value authentic leadership in greener practices. Addressing these needs ensures we stay relevant to evolving corporate expectations and the emerging priorities of the next generation of decision-makers,” Atti concluded.
