By Brenton Melville, Business Development Manager, APAC at Avinode Group

As Avinode Group’s Business Development Manager for the Asia-Pacific market, I’ve had a front-row seat to the changes within the region’s business aviation market over the past few years. These changes, though gradual, present challenges and opportunities worth examining for anyone involved in the region’s air charter industry

Rebounding from the pandemic

COVID-19 saw a sharp decline in demand, and during this time, many aircraft were sold and left the Asia-Pacific (APAC) region. Now that demand has returned to pre-COVID figures and continues to increase steadily, the region faces the opposite challenge—not having enough aircraft available to meet the demand.

This supply shortage has created an interesting dynamic in the APAC market. The region is still dominated by larger-category aircraft, and the majority of trips booked in Asia continue to be performed by International operators from outside the region, who are placing aircraft here to meet the unbalanced demand. Last year, APAC operators only accounted for 22% of trips booked in the region, slightly up from 20% the year before. While this shows progress, there’s clearly still a significant opportunity for local operators to capture more of their home market.

At Avinode, we’re working to address this imbalance by enabling operators to better promote and utilize their fleet, marketing them to a global network of air charter brokers. Technology platforms like ours help connect local operators with brokers, increasing their visibility.

The role of software

The APAC region has traditionally been slower in adopting digital platforms and processes. However, attitudes are changing as companies recognize that success requires more than just fleet visibility. To truly stand out, businesses need to invest in technology that enhances both internal operations and customer-facing processes.

Fleet Management Systems (FMS) have become particularly essential in this evolution. Nowadays, any operator who is not using a Flight Management System to manage their operations is simply doing themselves a disservice. Modern FMS solutions reduce manual tasks and help operators maintain precise control over their operations, creating efficiencies that were previously impossible.

As a technology provider, we’re positioned to support companies wherever they are in their digital journey. We’ve developed solutions specifically designed to streamline everything from booking to flight management. Some companies are just beginning to improve day-to-day sourcing efficiency, while others are ready to offer fully digital booking experiences to a new generation of flyers. Regardless of their specific goals, we provide solutions tailored to their needs as they embrace the long-term benefits of technological investment.

Looking Ahead

I am optimistic about the outlook of the APAC region. Charter demand continues to increase steadily, and alongside that, we are also seeing an increase in the total number of aircraft in the region. I am looking forward to the next few years, as we will hopefully see more and more local operators embracing new technologies to help them on their journey.

With that, we will also see a larger percentage of Asia trips being booked directly with APAC operators rather than with international operators. This shift would create a more balanced and sustainable regional market, with local operators reclaiming their share of home territory.

Our team is committed to supporting this transition by providing the digital tools that APAC operators need to compete effectively in an increasingly global market. By embracing technology, local operators can improve efficiency, increase visibility, and ultimately capture more of the growing demand in our dynamic region.

About Brenton

Brenton has been with Avinode Group since 2014, starting as a Sales Manager and now serving as Business Development Manager for the Asia-Pacific market. Tired of Gothenburg’s dark winters and sub-par summers, he relocated back to his native Australia and now calls Sydney home.

Want to connect with Brenton? Connect with him through LinkedIn or by email.