Elevate Aviation Group’s CEO, Greg Raiff, is, among other things, in the process of launching its new app by the end of the year. Mr. Raiff also has much to say about Elevate Aviation Group's evolution, as it is now a successful 30-year-old company. Starting with only four employees, above a garage in New Hampshire, it is now one of the leading private jet companies in the US. JustLuxe is grateful for the time Mr. Raiff set for this relevant discussion of the company's past, present and future.
JustLuxe: For 30 years, Elevate Aviation Group clients have featured the most successful and influential people in the world, including rock bands, entertainers, the C-suite, and professional athletes. These are unique and interesting clients. How is flying them different from traditional travelers?
Mr. Raiff: What all of these individuals have in common is that they rely on private aviation to accomplish mission-critical travel. No one wants to see a sports team forfeit a game because they didn’t arrive on time, or lose a game because a delayed flight left the players exhausted. Similarly, entertainers can’t afford to miss a show when traveling from city to city, and politicians can’t risk missing a significant rally. Every flight, in other words, is critical. We’re transporting the people who shape the world and keep it moving. That’s why each departure feels, to us, like the Super Bowl, no matter the mission.
JustLuxe: What are some of the more unique requests that you have received while flying clients? Is there a common thread that all Elevate Aviation Group travelers demand while flying with you?
Mr. Raiff: One of our clients requested a salad from a restaurant across Mexico City that we ended up sending a helicopter out to deliver just an hour before departure, but the reality is that our most complex and critical requests go far beyond those sorts of isolated requests. For example, we might pre-position a second set of pilots in a place like Venezuela so that if the principal or their security team needs to depart at a moment’s notice, there’s zero delay waiting for a departure due to crew rest requirements. We once had a mission so important that the client authorized us to stage a backup aircraft at the next two stops along their tour to guarantee on-time arrivals, no matter what. Being on time to where our clients are going, no matter what, is our business. That takes careful planning, experience, and commitment.
JustLuxe: This year is Elevate Aviation Group's 30th anniversary. Looking back, can you briefly discuss a couple of your most memorable moments building the company, and looking forward, what NEW dimensions are you working on?
Mr. Raiff: Well, looking forward first, one of the major events that we’re celebrating for our 30th year is the Elevate Aviation app., which is launching later this year. We will have more on that as the year progresses. And looking back? Many people think about the private jet industry in terms of enjoying flying by drinking vintage Veuve Cliquot, or Chateau D’Yquem ’44, with Sturgeon, or Salmon Roe on the side. But some of our company’s most memorable moments actually come from when Elevate Aviation Group made a real difference in absolutely critical, historically important situations. For example, one of the most moving experiences, for me personally, was overseeing the delivery of relief supplies to Ukraine within 48 hours of Russia’s initial attack. Our work now coordinates multi-stop international tours for musical artists and their support staff, to ensure professional sports teams arrive rested and on time for critical games. Every flight is planned with the same precise attention to detail.
JustLuxe: Elevate Aviation Group is expanding into the South Korean market this month. Can you speak to the significance of this expansion and the services offered?
Mr. Raiff: One of the things that we have really enjoyed is seeing that the largest multinational corporations and most discerning consumers in South Korea share the Elevate philosophy — one important feature is that the least expensive solution is not always the best value. South Korean travelers are among the most discerning in the global charter marketplace. They appreciate what we are known for: on-time performance, exceptional service, clear communication, contingency planning, and always, meticulous attention to detail. Elevate Aviation Group has been working closely with our Korean customers for more than six years through our PJS Korea division. This recent decision to expand and base aircraft in Seoul is a clear reflection of confidence in both our team and the potential of this growing market. We look forward to continued double-digit growth there.
JustLuxe: While Elevate Aviation Group historically has focused on serving larger groups of travelers such as professional sports teams, musical tours, and Fortune 50/100 corporations, your company is launching a completely new offering for consumers this year. Tell us more about the new service and app.
Mr. Raiff: When we first started, Elevate Aviation Group focused on the deepest end of the private aviation market, serving flyers for whom planning backups, attention to detail, and impeccable service are non-negotiable. Our new Elevate Aviation Group app, along with its accompanying web platform, is designed to harness that expertise and deliver it directly to consumers in a simple, fast, and uncomplicated way. It’s a consumer facing charter option that anyone can use to experience our remarkable level of service. We couldn’t be more excited about the opportunity to bring this level of service and transparency to a broader market.
JustLuxe: What kind of travelers is Elevate Aviation Group targeting with the new app? Are they new to private jet charter?
Mr. Raiff: Our new app is designed for both charter clients and seasoned travelers — At its core, it simplifies the private jet booking process, eliminating unnecessary back-and-forth, so clients can get the information they need quickly and confidently. For the seasoned traveler who already understands the private aviation industry, the app serves as a powerful tool to compare options and ensure they are getting the best price. Many will use it as a cross-reference against their existing provider, whether that is a jet card program or a charter agent. For newcomers to private aviation, the app provides a low-pressure way to explore the market. They can scroll through available options anonymously, learn what’s out there, and gain confidence before booking their first flight. The app also caters to busy executives and high-net-worth clients who value ease of use above all else. Whether it’s a first-time flyer exploring possibilities, an experienced traveler validating pricing, or a corporate assistant booking on behalf of a client, the Elevate app provides an easy, reliable solution for every type of private aviation user.
JustLuxe: What makes the new Elevate Aviation Group app so unique and what problems in the current private jet charter marketplace does it solve for travelers?
Mr. Raiff: Many people choose to fly privately to save time, avoid connections, and travel efficiently. Yet in the current market, arranging a private jet can involve hours of back-and-forth with a broker or salesperson, which defeats the purpose. The new Elevate Aviation Group app removes that friction, allowing users to book quietly, anonymously, and seamlessly with absolute confidence.
JustLuxe: What is the best business decision that you have made to date in the 30-year history of Elevate Aviation Group?
Mr. Raiff: I would say that there is one major business decision that stands out. The decision was to remain asset-light. Elevate Aviation Group exists today and we are so confident about our future because our largest competitors have invested billions in aircraft, which are, by definition, complex pieces of metal with millions of moving parts that sit outside and deteriorate over time. By remaining asset-light and experience-heavy, we have been able to focus on client service rather than debt service.
JustLuxe: What is an important, actually, the most important lesson you have learned at Elevate Aviation Group?
Mr. Raiff: That the customer really is always right, and the top priority. If a company has passionately loyal customers who cannot get enough of the service, then they will always generate the resources needed to take care of their staff and shareholders.
