INTERVIEW WITH Amir Ehrlich - CEO of Orange Aviation Ltd.
Orange Aviation is a Certified Flight Operator with a developed broad and comprehensive worldwide network of connections and representation agreements built on trust and mutual respect. Our contacts allow us to provide you, our Corporate Jet and Private Aircraft clients, with the best organized and cost efficient private air charter flight solutions available today, for any number of passengers flying to more than 600 airports in Europe and more than 12,000 airports worldwide. Orange Aviation's 34 years of experience has given us the expertise to find and tailor the most suitable private plane solution for our clients. Whether you have long range plans or last minute rent jet requirements, our staff is at your service. Every detail is considered whether for Private Jet, Luxury Jet, Business Jet or medical flight needs. Planning the best and most cost effective route including stops, crew changes, and refueling is included in all our flight solutions.
"Over the years, Orange Aviation has grown to become both a licensed operator and a broker, providing our clients with tailor-made solutions for their private flight needs and air ambulance solutions."
Tell us about Orange Aviation?
Orange Aviation was established 33 years ago in Israel as a flight school and air taxi provider in Israel when the business aviation industry was in its very beginning. The founder of the company was Capt. Zvi Ehrlich, a very experienced pilot and flight instructor. Over the years, Orange Aviation has grown to become both a licensed operator and a broker, providing our clients with tailor-made solutions for their private flight needs and air ambulance solutions. Although based in Israel, the company is known worldwide and serves clients from all over the world (mainly non Israeli clients).
Why do your clients specifically choose Orange Aviation?
Orange Aviation’s mission is to provide its clients with the best, most suitable solution for their private flight needs, whether it is a business flight or a medical evacuation. We consider our client’s best interests above all and as such, offer only reliable aircraft operators, we conduct a thorough market search and never take things for granted. Our experience as an operator allows us to examine the situation, offer solutions and think “outside the box” which sometimes even surprises other operators. Orange Aviation is well known all over the world as a reliable and honest company and sometimes we even find ourselves consulting for other brokers.
Why does it make sense for clients who can, to fly private?
There are many considerations for flying privately. The most basic reason (relevant for the richest clients) is simply being able to. Other reasons are the flexibility and convenience of private flight which comes to effect in schedule – one can simply fly whenever one wants. A private flight can go between any 2 points and does not need to consider commercial airline routes (no need for connections). When on a business trip, one can simply fly to an airport closest to one's meeting location, arrive just an hour before and leave to the next destination immediately once the meeting is over. This kind of flexibility can allow a business person to save a lot of time and be much more time-effective. When considering an ambulance flight, sometimes it is not possible for the patient to fly commercially (not all airlines allow it / not all aircraft types can accept patients), especially when considering an ICU patient or a need for immediate evacuation.
What is the international coverage of Orange Aviation and its network of partners?
Orange Aviation provides its services worldwide. Based on our long lasting experience and presence in the market, we have cooperation with colleague-companies all over the world. We have the knowledge, experience and contacts to provide services to our clients anywhere in the world; America, Europe, Far East and all that is between. Since its establishment we’ve “touched” each country in the world at least once and have the suitable partners to allow us to offer services wherever needed. Some of the most special flights we performed in the past include:
- Ambulance flight from Sidney, Australia to Buenos Aires, Argentina for an Argentinian insurance company
- Around the world trip (Moscow – New York – Las Vegas – Bora Bora – Fiji – Tokyo – Moscow) for a Russian client
- Private flight from Dubai to South Sudan and back for an American client, using a Pakistani aircraft
- Ambulance flight from East Timor to Portugal for a Portuguese assistance company
- 150 passengers flight (in 2 separate airliners) from Miami to Honduras and back for an international company’s headquarter
- Private flight from Brisbane, Australia to Port Moresby, Papua New Guinea and then to Napier, New Zealand for an international company’s management
- Ambulance flight from Buenos Aires to New York for a Japanese assistance company
- And, thousands of other flights.
What are some of the particular requirements of leadership in private aviation?
As a private flight provider and even more, an ambulance flight provider, we are required to be available for our clients 24/7/365. As we work worldwide, it is always “working time” for some of our clients and as such, we need to be always fully available. To be able to provide our clients with the best possible service we need to have a deep acquaintance with the world market and make sure our contacts and cooperation are strong enough to allow us provide any needed service in a minimum time frame. Sometimes, in pressing time-frames, our good reputation is all that our providers need to execute a tens of thousands Euro deal, knowing they can trust us to make payment even after the deal is finished. I know companies that rose and crumbled, I know companies that merged with others, I know people who shift places every year or two. Orange Aviation is one of the longest-lasting companies in the market, keeping a stable and solid reputation which lets our clients and providers know they can trust us 100%. Thanks to our good relations and cooperation we were able to “save” cases that otherwise would have cost our clients losing a business or (in ambulance cases) risk of life.
How have the demands of private jet travellers changed over the years?
There are 2 types of private jet travellers. Those who fly because they need to – mainly business people who need the flexibility in timing and largest range of usable airports. And, those who fly private simply because they can (their wealth allows them to spoil themselves). In the past years we see some descent in the demand for private jets. This is of course influenced by the overall economic atmosphere. In my opinion, people are lowering their standards in what is what is considered luxury.
"Orange Aviation is one of the longest-lasting companies in the market, keeping a stable and solid reputation which lets our clients and providers know they can trust us 100%."
What should clients look for when considering which operator to fly with?
For today’s client I would suggest using the assistance of a good broker and not connect directly with an operator. This is the reason we, at Orange Aviation also offer brokerage services. The main advantage for the client is the possibility to enjoy more flexibility to suit their needs. A good and experienced broker with good understanding and acquaintance of the market will be able to offer more tailor-made solutions for each flight considering the region and route, flight length (aircraft range) and number of passengers. Orange Aviation’s has all the above and a big plus which is being also an operator (gives us a better understanding of operational considerations).
How is the private aviation industry changing over the years?
Despite few economic low tides, the private aviation market maintains a steady growth which is not expected to end in the coming years. The terminology is changing but in the bottom line, the need stays and keeps growing. The main reasons lay in the growth of passengers traveling on commercial flights. With the lowering costs of flight and increased popularity of traveling, those who can afford it, prefer to avoid the lower service level of the commercial airlines (compared to the private jets), the growing crowdiness of airports while enjoying the schedule flexibility and the ability to reach airports that commercial airlines do not offer / require several connections. The industry is making adjustments to improve its attractiveness to the clients by developing more cost-effective jets to better suit the demand.
"My main pride is the steadiness of Orange Aviation. The private jet market is a difficult market and throughout the years we met a lot of companies (operators and brokers) that rose and fell. Orange Aviation maintains its market share and level of service to its customers."
What do you enjoy most about your work?
My main pride is the steadiness of Orange Aviation. The private jet market is a difficult market and throughout the years we met a lot of companies (operators and brokers) that rose and fell. Orange Aviation maintains its market share and level of service to its customers. Knowing that a client (or provider) can trust us to serve them in the best possible way and still, offer the most competitive prices is the reason we are one of the long lasting and stable companies one can find. Knowing that a client can call with an emergency and we’ll be able to provide them the needed service almost immediately is the thing we are most proud of. These are the most satisfying cases we deal with. I can give an example of a client who called in an urgency at lunch time, saying he needed to be in a different city in the evening. Unfortunately, his commercial flight got cancelled and he approached us to help. Within 2.5 hours they departed on a private jet we arranged for them (from Germany to Hungary)
What is Orange Aviation looking forward to in the future?
Ehrlich (my surname) in German means Honesty. This is the most important aspect of our business and will be preserved as our main focus. In the future we see ourselves as part of the market’s growth while letting our client’s know that we make no compromises in the level of service we provide. We continue to study the industry, make new connections and rate our providers to make sure our clients will keep getting the best possible value for their money.