How Afshin Sajedi is redefining luxury travel in the 21st century
I embarked on my career journey right after finishing college when I took a job as a customer service agent at the local airport in my hometown in Iran. I spent three years there, during which I also participated in numerous trainings and courses with the tourism board. This was a crucial period that prepared me for my transition into becoming a tour guide and later a travel agent.
Always driven by ambition and a desire for growth, I made a bold move to Dubai. And my travels didn’t stop there; I journeyed across Asia, the Middle East, and Europe, before finally settling down in the UK in 2003. Over the next two decades in the UK, I gained extensive experience working with significant travel agents and tour operators, culminating in my purchase of a travel franchise in 2014. However, it was the challenges I faced while collaborating with suppliers and operators that drove me to realise my own vision for a travel brand, leading to the inception of my company Holiday Luxury in 2016.
At the same time, however, there was a noticeable disillusionment with traditional luxury: even though I was successful in the traditional luxury travel market, I became increasingly aware of the industry’s shortcomings. The frustrations that are inherent in public transit could not be eliminated by even first class travel. After all, even the most expensive seats were in the same planes, subject to flight delays and even cancellations. As I came to understand, genuine luxury required going beyond the comforts of worldly possessions.
I remembered an occasion, where I had booked a private jet (instead of a commercial airline) to fly from Ibiza to London. On my way to the airport, I received a text message: “Dear Afshin, if you have a bag, please, could you arrive within an hour?” the text said. And then it went on: “If you don’t have a bag, 45 minutes is perfect. And if you get stuck in traffic, could you just send us a text? We take care of everything.”
It was not the first time I had booked a private jet. But at that moment, the conversation brought home the stark difference between the ease and comfort of private luxury air travel and even the most luxurious version of commercial airline offers. But I also knew that the difference in price would not make the former accessible to most people. The price tag was just too hefty.
Nonetheless, I dove into extensive research, taking advantage of my excellent networks and connections into the travel industry. I noted that one of the prominent players offered experiences with private jets for large groups, typically serving an ultra-wealthy demographic with itineraries ranging from 13 days to five weeks, which came with very high costs. These experiences catered to billionaires and retired multimillionaires, positioning them as a role model for my own venture.
My research identified a gap in the private aviation market for entrepreneurs and C-level executives who were happy with domestic private jet travel but faced a dilemma when considering international or long-haul trips due to the prohibitive cost of chartering a private jet. Instead of paying for expensive charters, these travellers would downgrade their standards to commercial flights, which led to various inconveniences and a lessened travel experience.
My secret ingredient was a flight share membership model, which enables members to enjoy the exclusivity of flying private without bearing the full cost of chartering a jet. By pooling together like-minded individuals that are part of smaller groups (between 13 and 19 individuals, including flight attendants), the service provides access to luxurious, curated travel experiences and also fosters networking opportunities.
As a starting point, I focused on locations and events revolving around Formula 1 (F1), a purely strategic decision. It’s one of the highest-profile sports events that takes place across 24 worldwide destinations known for their popularity and the diverse reasons people travel there, such as business, leisure, or sports entertainment. Jets 100 has chosen F1 as a touchpoint because of its global appeal and the profile of the audiences it attracts, which aligns with the clientele of luxury jet travel.
Currently, Jets 100 offers departure points from seven cities: Miami, New York, Los Angeles, Dubai, London, Monaco, and Madrid, to over 24 different destinations. In addition to F1, we offer an experience to the Olympics in Paris and exclusive leisure experiences such as private island retreats. We are expanding to include additional illustrious events such as golf tournaments, tennis tournaments, polo matches, the Super Bowl, award shows like the Grammys and the Oscars, wine tours, global Fashion Weeks, and more. This expansion reflects a commitment to covering a wide range of international events that appeal to their clients, marrying private jet travel with the world’s most exclusive occasions.
Visit jets100.com to find out more about Afshin’s unique travel busines.
