Vista targets Japan and Southeast Asia in 2026 expansion
Japan and Southeast Asia are the primary focus for Vista’s 2026 expansion in Asia, as well as continuing efforts in Hong Kong and mainland China.
Speaking to CJI, Youssef Mouallem, Vista’s chief business officer, said Japan remains the operator’s fastest-growing market, with membership rising 67% year-on-year in the first half of 2025.
“Growth is fuelled by strong outbound corporate investment and a new generation of ultra-high-net-worth individuals who value global mobility and premium personalised service,” says Mouallem.
According to Henley & Partners, Japan is projected to welcome around 600 high-net-worth individuals in 2025, representing a 5% increase in total numbers between 2014 and 2024. Knight Frank’s 2025 Wealth Report further highlights Japan’s strength, ranking it as Asia’s top destination for cross-border capital, with Tokyo leading the region in inbound investment at US$5.6bn.
As Japanese business leaders increasingly travel to oversee international operations and attract foreign partners, there is greater demand for reliable, efficient and privacy-focused travel solutions, says Mouallem.
“We also see clients increasingly embracing an asset-light lifestyle, preferring the guaranteed access, consistency and premium service of VistaJet without the complexity and risk of aircraft ownership,” he adds.
Southeast Asia also shows promise
Southeast Asia also represents a significant and sustained opportunity. In hubs such as Singapore and Malaysia, VistaJet serves as a critical gateway for regional and global travel. Meanwhile, in archipelagic markets like Indonesia, business aviation is a logistical necessity. “We are seeing clients migrate towards larger, ultra-long-range aircraft such as the Global 7500 to support long-distance travel needs,” he says.
Additionally, Southeast Asia remains one of the world’s most desirable regions for luxury “bleisure” travel, where business and leisure converge, according to Mouallem.
Research cited by Forbes valued the “bleisure” market at nearly US$600bn in 2024, with significant growth forecast. This means destinations that offer both commercial opportunity and cultural or lifestyle appeal, such as Dubai, Singapore and Tokyo, are more in demand than ever.
“With a fleet covering 96% of the world, members can move between business hubs and leisure destinations – whether it’s island-hopping in Southeast Asia or international long-haul travel on our Global 7500 and other ultra-long-range aircraft,” says Mouallem.
Standing out in the charter market
The charter market is notoriously competitive, characterised by tight margins driven largely by increasing price transparency and high operating costs. In this environment, differentiating yourself from the crowd is critical.
Vista differentiates through global scale, consistent service standards and transparent access to private aviation, says Mouallem. “We offer members guaranteed availability to a fleet of more than 270 aircraft, connecting 96% of the world. A level of reliability and reach unmatched in the region,” he adds.
Through VistaJet, members benefit from guaranteed aircraft access within 24–48 hours, anywhere in the world. Complementing this, XO provides instant booking and transparent pricing via its app, serving both on-demand travellers and first-time private flyers.
Together, VistaJet and XO make private aviation more accessible, flexible and globally consistent – meeting the needs of every type of private traveller, whether for business, leisure or “bleisure” journeys across Asia and beyond.
Partnering locally
Local partnerships are fundamental to Vista’s strategy in Asia, ensuring operational reliability and cultural alignment across diverse markets, says Mouallem. “For our XO platform, we collaborate with trusted operating partners to provide seamless access to aircraft within a single, transparent marketplace. While for VistaJet Members, we enhance global travel through our Private World member benefit programme built around more than 600 partners across 35 categories; from hotels and private islands to cultural institutions and wellness retreats.”
Vista plans to continue expanding its network of strategic partners across Asia and beyond, he adds.
Floating fleet will respond to demand
Rather than basing aircraft permanently in one location, Mouallem says Vista’s model enables it to follow demand and scale dynamically across all Asian markets.
Vista operates a no-home-base floating fleet model, meaning aircraft move dynamically based on client demand. This gives Vista the agility to position aircraft where clients need them most across Asia and globally.
Vista’s crew model works the same way. When on duty, crew members travel to where the aircraft are positioned, and when their rotation ends, they return home.
“This ensures maximum flexibility and efficiency, while also reducing unnecessary repositioning flights,” explains Mouallem. “With more than 60 nationalities across our employees, each trained to serve clients of diverse backgrounds and cultures, we are fully equipped to support Asia’s growth with multilingual service and deep cultural understanding.”
Challengers continue to prove popular
For intra-Asia travel, the Challenger series, particularly the Challenger 350, continues to be one of the most popular choices given its ability to access key regional destinations with ease, says Mouallem.
For long-haul travel, especially for Asia-based clients flying to Europe or the US, the Global 7500 remains the preferred aircraft. With four cabin zones and the capability to fly up to 17 hours non-stop, it caters to the needs of international business leaders and UHNW travellers.
“As demand continues to evolve in Asia, we will remain focused on offering aircraft options that deliver the best combination of performance, comfort and global reach for our members,” adds Mouallem.
Asian market rapidly maturing
Private aviation is still a relatively young market in Asia, but it is maturing rapidly, according to Mouallem.
“Many first-time flyers here are globally exposed – they studied, lived or built businesses in the US or Europe, where private aviation is more established. They return with an expectation for efficiency, privacy and seamless global mobility, which accelerates adoption,” he explains.
Traditionally, Asia’s corporate and family office leaders have leaned towards asset ownership. Aviation was viewed through the lens of tangible investments. “However, we are now seeing a clear generational shift. Newly created wealth and next-generation entrepreneurs prioritise time, flexibility and global access over asset ownership, and value service consistency above all else,” says Mouallem.
This is where Vista “resonates”, he continues. “We remove the complexity of aircraft ownership while delivering guaranteed access and a consistent global standard of service. The evolution mirrors broader consumer trends – similar to how luxury hospitality and mobility platforms have shifted focus from ownership to access and experience,” notes Mouallem.
XO for Asia
Through the XO app, Vista’s clients can view real-time pricing, compare aircraft and book, often within seconds. By entering a route and travel dates, potential customers can see available options across the market, including aircraft within the Vista group and trusted partner operators globally.
“This level of transparency removes much of the friction and opacity historically associated with jet charter,” says Mouallem. “It empowers clients to make informed decisions, supports price clarity and offers a seamless digital experience – a key appeal for Asia’s tech-savvy travellers and next-generation flyers who value efficiency and control at their fingertips.”
Mouallem reveals Vista is actively working on further localisation of the XO platform to make it better suited to key Asian markets.
“It’s important to recognise that Asian private aviation travellers are highly global – English remains widely and predominantly used among our clients across the region,” he says. “As such, localisation will focus not only on language but on tailoring service, convenience and digital experience to how this globally minded audience prefers to fly and interact.”
Innovation strategy
On the digital front, Vista continues to expand its instant booking offering via the XO app, providing real-time pricing and “streamlined access”. To deliver this, Mouallem says Vista uses different strategies and tools, from integrating partner fleets’ schedules to real-time pricing engines and supply–demand matching algorithms.
Operationally, Vista has invested in a world-class safety management system and the world’s first evidence-based training programme for business aviation crew.
In-cabin experience also remains a key focus. “We are rolling out high-speed global Wi-Fi, including our partnership with Gogo’s most advanced connectivity technology, transforming our aircraft into true ‘offices in the sky’,” says Mouallem.
