Elevate Group eyeing Asia expansion says CEO
Elevate Aviation Group is doubling down on Asia, earmarking South Korea as its centre of operations for the continent.
According to CEO Greg Raiff (pictured above), the region represents a major growth opportunity for the company’s integrated aviation services platform, and one where service quality, not price alone, will be a defining factor.
“We think the Asian market is very much underserved,” Raiff told us. “We feel that the whole of Asia has tremendous potential. We chose Korea as a base because it’s a great place to operate from — plentiful commercial flights, a straightforward regulatory environment and strong infrastructure to support aircraft operations.”
In mid-September, Elevate added a Bombardier Challenger 650 to the South Korean market, operated by its subsidiary Private Jet Services (PJS) Korea. PJS is acting as Elevate’s ambassador and in-market agent in South Korea.
Speaking at the time, Randy McKinney, president and chief financial officer of Elevate Aviation Group, said: “The introduction of the Challenger 650 is the first step in a large-scale capital investment program in Asia-Pacific, a region we view as an important and growing market.”
For Elevate, South Korea offers more than convenience. Raiff noted that clients in Asia-Pacific, particularly in Japan and Korea, place high value on service and attention to detail, a reputation he said Elevate has cultivated over its 30-year history. That focus, he argues, sets them apart from larger global operators who often fail to deliver a consistent product.
“We’ve actually banned one of the largest global players as a vendor,” Raiff explained, citing repeated service failures, including a 75% cancellation rate within 24 hours of departure this year. “It’s remarkable how poorly some of these fleets are managed. That creates a void in the market we’re ready to fill.”
Elevate has been servicing the Korean market through its local office for the past six years, but Raiff said the next phase will involve direct investment in aircraft and service staff on the ground.
The company is rolling out its platform in stages. In PJS Korea, it has already launched its charter brokerage, this will be followed by managed aircraft, membership programmes and eventually full aircraft management for local clients.
While the timeline remains market-driven — “you can’t push a rope,” Raiff said — he confirmed that Elevate’s long-term goal is to replicate its fully integrated model in Asia.
Other regions of interest include the Middle East, where he sees a similar appetite for premium service, and Europe, where the company will test itself against competitors that primarily compete on price.
