Luxury travel takes off as plane makers chase Asia's super-rich

Clean lines, sweeping wings and wide oval windows: Gulfstream's G700 is among the most eye-catching aircraft at the Singapore Airshow, Asia's largest aviation and defence trade fair.

Parked in a quieter corner of the tarmac, away from passenger jets and bulky military aircraft, it has drawn long queues of visitors waiting in the heat for a glimpse inside - a sign of the enduring interest in one of the world's leading private jet manufacturers.

The lines move slowly. Sales conversations are still taking place on board, as customers consider aircraft that can cost tens of millions of dollars.

Step inside and the appeal is immediate. Light streams in through almost panoramic windows onto pale leather seats and polished wood veneer.

Staff describe the cabin as having "living areas": one with a sofa and TV console, while at the rear, a bedroom they call a "grand suite with a shower."

This is more than a touch of luxury. It reflects a broader shift in aviation. As commercial airlines continue to chase large volumes of passengers, private jet makers are focusing on a much smaller but far richer group of customers.

The numbers underline the trend. In 2025, global private jet flights reached roughly 3.7 million - up 5% from 2024 and around 35% higher than before the pandemic, according to aviation intelligence firm WingX.

Between 2020 and 2025, the number of ultra-high-net-worth individuals globally - defined as those worth more than $30m (£22.2m) - has also grown by more than 70%.

"We are seeing a big shift of business aircraft for larger corporations and high net worth individuals," said Scott Neal, Gulfstream's head of worldwide sales.

"More companies are doing business globally, and they need to travel to more places around the globe, and the most efficient way to do that is on a business aircraft."

Gulfstream is not alone: rivals including Dassault, Bombardier, Embraer and Textron Aviation, which makes Cessna jets, are all competing in the space.

But not everyone is cheering the trend, with environmental concerns being amongst the criticisms levelled at the industry.

Nonetheless, plane manufacturers have sensed the business opportunity. Airlines - especially those offering long routes and full services - operate on thin profit margins.

Airlines usually make a small amount of money from their operations, often just 2% to 4% above what they spend, according to the International Air Transport Association (IATA).

Private jets are sold in small numbers but at very high prices. Plane makers also make money from support, parts and maintenance programmes.

France's Dassault Aviation, best known for its military jets, is pushing its Falcon aircraft, saying that the technology developed for its combat planes improves the performance and comfort in its business jets.

Dassault says corporations and governments are big customers, as well as high-net worth individuals.

Private jets may cost tens of millions of dollars, but Carlos Brana, head of civil aircraft at Dassault Aviation says they make sense for frequent travellers.

Customers that fly often may spend less over time than they would on multiple first-class tickets.

He says most buyers are not chasing extravagance as much as efficiency.

"I want to go from that point to that point as fast as I can and not lose time in stopovers or connections. That is the real stuff," he told the BBC aboard the company's flagship Falcon jet.

"They are not necessarily chasing luxury. As you can see, this interior is elegant, well done, well made, with a high quality of materialism. It's not luxurious, not over luxurious - we don't have chandeliers in the ceiling or anything like that. What they need is to travel with as little fatigue as possible."

Reducing tiredness has become a key selling point for these plane makers.

Manufacturers advertise that they have improved cabin air pressure, reduced noise and refined interiors to make long flights less tiring.

Some jets keep the cabin pressure closer to what they would experience on the ground, which companies say leaves passengers feeling less worn out after long flights.

Asia is an important part of the growth story.

According to a report by Alton Aviation Consultancy ahead of this years Singapore Airshow, international traffic in the Asia-Pacific region grew by 8% in 2025, outpacing global growth of 6.8%.

Carriers have added more than 600 new routes since 2015, improving connectivity to underserved destinations.

Although private jet travel has tempered slightly, it continues to hold a larger share of premium demand than before the Covid-19 pandemic.

"Here in Asia, and especially South East Asia, we're particularly busy right now. Our market share is growing. We're delivering more airplanes into the region... we're very busy in Vietnam. In Singapore, Indonesia, Malaysia, Australia, New Zealand," Scott Neal of Gulfstream said.

Dassault points to rising demand in India, Thailand and Laos too. In countries like Indonesia and the Philippines, where many airports have shorter runways, smaller business jets can reach places that large airliners cannot.

China - which at one time had the largest fleet of private jets in Asia - has cooled in recent years, according to Dassault.

Brana expects demand for private jets to rebound though as more Chinese companies expand globally, creating a growing need for faster, more direct travel than commercial flights can offer.

Although the Asia-Pacific region remains a developing market for business jets it still represents a much smaller share of the global fleet compared with the US, which makes up around 70% of the global business aviation market.

The shift has drawn criticism. Some analysts say that focusing on a small group of wealthy buyers diverts attention and resources from the mass market, and does little to ease the supply chain problems that have plagued aircraft makers since the pandemic.

Environmental concerns also loom large. Critics around the world emphasise that private jets are among the most carbon-intensive ways to travel.

Gulfstream says its newest jets can fly using 100% sustainable aviation fuel, while Dassault currently supports a 50-50 blend.

Sourcing enough sustainable aviation fuel remains a challenge for the entire industry because production is still limited and it costs far more than conventional jet fuel.

But manufacturers stress that newer aircraft are far more fuel-efficient and can fly longer distances without stopping, cutting overall emissions.

"In just one generation of aircraft, we've reduced fuel burn for a similar mission by 35%. We were one of the pioneers with sustainable aviation fuel, and we continue to invest in efficiency and environmental performance as part of our business," said Gulfstream's Neal.

The move upmarket is not limited to private jets. Commercial airlines are also targeting wealthier travellers.

For instance, Taiwan's Starlux, which calls itself a luxury carrier, is moving away from cheap tickets and packed cabins.

The carrier has expanded its first, business and premium economy cabins, and was showing the upgrades at the Singapore Airshow on the flagship Airbus A350‑1000.

Passengers also have access to large 4K TV screens, while seats across cabins are designed to be wider and more comfortable than on standard aircraft.

Private jet manufacturers and airlines alike are clearly focusing on comfort, convenience and an altogether luxury travel experience.

As the number of super-rich continues to grow, this demand for high-end air travel shows no signs of slowing.