Air Partner’s group charter and private jet services now operate under the Wheels Up name in the UK and around the world, enabling the company to offer its customers an integrated concierge experience on a global scale
ATLANTA, May 27, 2026 /PRNewswire/ –Â Wheels Up Experience Inc. (NYSE: UP), a leading provider of on-demand private aviation, today announced the completion of its global brand transition. Air Partner’s group charter and private jet services in the UK are now available globally under the Wheels Up brand. This complements the global integration that began in the United States earlier this year and introduces a unified Wheels Up identity across all key markets.
Alongside the brand transition, Wheels Up launched its integrated customer engagement model at the concierge level in the UK. Designed to reduce handoffs and increase accountability, the model organizes dedicated sales and service teams around the customer journey, from initial inquiry to booking, travel delivery and ongoing support.
“This is an important milestone for Wheels Up and for our customers,†said Kristen Lauria, Wheels Up chief marketing officer. “By bringing together our UK and rest of the world group charter and private jet services under the Wheels Up brand, it makes it easier for customers, wherever they are in the world, to access all of our aviation solutions through a single, trusted relationship. This grouping also allows us to draw on more than 65 years of heritage from airline partners, which constitute one of the strengths of the Wheels Up platform. »
Integrated approach delivers a more consistent customer experience across regions and travel types, gives customers seamless access to Wheels Up’s entire portfolio, including private jet charter, group charter and private-commercial travel packages flexible through the company’s unique strategic partnership with Delta Air Lines, and strengthens long-term relationships through more coordinated and personalized service.
“Today’s milestone brings together the best of both organizations under one global brand,†added Mark Briffa, general sales director of Wheels Up and former managing director of Air Partner. “For our customers around the world, this means access to same expertise they have trusted for decades, now backed by Wheels Up’s size, fleet and technology. This is a stronger proposition all round and we are very confident about the future.”
