Why Now Is the Moment for Transformation in Charter Aviation

The charter aviation industry is bursting with opportunity. After nearly a decade at Wheels Up supporting operations, strategy, and client relationships, and now leading operator engagement at Goodwin, I’ve seen firsthand how the market is evolving. I’ve also seen where friction still slows deals, frustrates brokers and operators, and keeps the industry from moving as fast as modern customers demand.

What’s clear today is that long-term trends remain strong and charter demand continues to grow. Yet paradoxically, many brokers still spend valuable hours on repetitive tasks that add little incremental value. Goodwin’s mission is to eliminate that friction so focus can be directed to what really matters: closing more deals with speed, confidence, and precision.

From Wheels Up to Goodwin

At Wheels Up, I navigated the inevitable tension between operational constraints and client expectations — the push and pull of pricing, availability, and timing. At Goodwin, I’m channeling that experience into building tools that enable transparency and speed. Goodwin is a technology platform built for the broker ecosystem, integrating sourcing, digital pricing, proposals, and now payments into one seamless workflow. Time shouldn’t be eaten up by manual quoting with endless back-and-forth, or the nuances of payment reconciliation.

Three Lessons from the Front Lines

1. Pricing Philosophies Differ — but the core is the same

Every operator has their own approach to pricing — from rate structures to discounting to market positioning. But after working alongside dozens of partners, I’ve learned that while the mechanics vary, the objectives are far more similar than many assume: deliver value, manage utilization, and maintain profitability. Recognizing this shared intent is the first step toward greater alignment across our ecosystem.

2. Quote fatigue is real — and a top tension point

Whether it’s a broker pushing for faster turnaround or an operator managing capacity and costs, quote fatigue is a systemic issue. Endless back-and-forth, manual re-quoting, and fragmented communication add friction for both sides, slowing deals and eroding trust. To date, there’s been no great solution that truly eliminates this pain at scale. Innovation here isn’t just a "nice to have", it’s imperative if we want an industry that moves at the speed of modern commerce.

3. Speed wins — every time

Across every deal, whether it’s a last second recovery or a complex, multi-sector itinerary, one constant holds: speed wins. The fastest broker to price, present, and secure aircraft wins more business. The operator who can respond quickly, with availability, accurate pricing, and transparent terms, closes more deals. Improving speed isn’t optional, it’s a competitive advantage. Brokers and operators alike must continue investing in processes and tools that shave minutes (and hours) off transactional steps.

What We’re Seeing in the Market Today

Across the industry, demand isn’t just steady, it’s accelerating. Brokers are sourcing more flights than ever and responding to increasingly sophisticated clients. Operators are adding aircraft and expanding international reach as more travelers prioritize flexibility, safety, and curated experiences. But there’s still a technology gap in the workflow that holds brokers back — especially between pricing, sourcing, and payment. Recognition of that gap is a powerful signal of change.

Goodwin’s Role - Making you Faster, Smarter and More Connected

Goodwin’s platform is evolving rapidly: 

Real-Time Bookable Pricing — Through integrations like the one with flyExclusive and other operators, brokers can now access accurate, instant pricing and booking capability right in the platform, eliminating manual price exchange and unlocking new speed.

Broker-Driven Feature Updates — New sourcing features like Preferred Operators, AOG recovery, and flexible pricing display are built from broker feedback and released continuously.

Banking & Payment Innovations — Goodwin’s new banking capabilities enable instant settlement so funds move in real time and trips can be confirmed with payment in place, not just proof of intent.

These aren’t incremental upgrades, they are tools that transform the charter ecosystem.

What I’m Most Excited About in 2026

Looking ahead, I’m energized by where the industry and technology are converging:

Instant Pricing at Scale: Not just for a handful of operators or flights but across global inventory, unlocking faster sourcing and proposal generation than ever before.

Goodwin’s Banking Platform: Transforming financial workflows so payments aren’t a pause in the process, they’re a catalyst.

Growing Operator Partnerships: From legacy fleets to emerging operators, we are building bridges that widen the sourcing universe and increase competitiveness.

Improved Speed and Ease: Every interface update, API connection, and automation feature is designed to increase speed and decrease friction.

Final Thought

The industry’s fundamentals are strong. With the right combination of technology, collaboration, and focus on speed, the next few years will be among the most transformative we’ve ever seen in charter aviation. Technology should be your enabler — not your burden. At Goodwin, we’re building tools that match your ambition and help you win more. And that’s a future worth flying toward.