"Which Jet Should I Buy?" – The Real Question Behind the Question is just like your other high value business decisions. What can we all learn from business aviation?

If you are asking, “Which private jet should I buy?” then firstly, congratulations on your success and your recognition of the value of your time.

However, you are not alone in asking the wrong first question. High value purchase decisions are still fraught with emotional triggers, so how do we work this problem in business aviation and how can this be a lesson for any purchase in business and in life.

Bain's elements of value research show there is a lot of emotion tied to most purchase decisions, you may have a brand of aircraft in mind or an experience you want to repeat.

Instead, ask strategic questions like: “What is my mission?”

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Buying a business jet is not just about speed, luxury, or brand. It’s about purpose-fit value. Here’s how to reframe your journey to ensure the jet you buy enhances your life or business:

🧭 Define the Mission

• Where will you fly to and from most often?
• How many passengers usually travel with you?
• What’s your preferred departure and destination access?

💸 Know the Total Cost
Jet ownership isn’t just about purchase price. Factor in:

• Operating costs (fuel, crew, maintenance, aircraft management)
• Fixed costs (hangar, insurance)
• Financing or leasing options
• Critical services subscriptions like high speed internet via Satcom
• Complex operating costs like International Trip support, handing and parking, risk assessment programs
• Lifetime future value, resale value & depreciation, and the likely cost of sale in time, specialist advisors like lawyers and inspections, and broker's commissions

🧠 Avoid the Common Pitfalls

• Owning an aircraft can be more emotional than many people realise, but this is an asset that gets you places you need to be so be objective.
• Don’t anchor on brand prestige.
• Avoid overbuying for the 5% use case.
• Resist choice overload, use decision filters based on your actual usage.

🎯 Shortlist with Strategy
Matching your mission to a category (light, midsize, long-range) acts as a filter. Then explore specific models on the market, new, pre-owned and also considering:

• Cabin layout
• Likely flight times and times of flight - think office in sky productivity
• Range vs payload trade-offs
• Tech and connectivity
• Maintenance programmes and upcoming service requirements within lifecycle
• Opportunities for upgrades, available Supplementary Type Certificates (STC) and access to engineers to complete the work
• Jurisdictions of likely travel and other risks for unexpected aircraft maintenance and faults rectification, (Aircraft on Ground AOG recovery)
• Crew availability and their type ratings and experience

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🔑 Final Insight
Treat your jet as a managed asset, not just a luxury item. Align the acquisition with your financial strategy, personal values, and operational needs.

I have been in the business jet industry for 20 years and it is complex, expert advice is out there but how do you identify the real experts?

This is not to put you off but a jet is s serious investment in creating other outcomes. It is a strategic decision and there are plenty of options to consider. The right solution for your needs is out there, but it may not be what the first person you ask is selling you.

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