Adel Mardini, the founder and CEO of the private aviation service provider Jetex.
Adel Mardini maintains a composed demeanor while outlining his ambitious plans for the future.
“We are preparing to elevate our operations significantly by 2025,” the head of Jetex states during an interview with Gulf Business at the company’s main VIP terminal at Dubai’s Al Maktoum International Airport (DWC).
“Our focus will be on expanding our global presence, enhancing infrastructure investments, and integrating new technology throughout the customer experience.” Today, Jetex manages 37 locations globally, with expectations to increase this number to 75 by the end of next year.
This growth coincides with a transformation in the profile of its clientele. Prior to the Covid-19 pandemic, typical passengers were ultra-high-net-worth individuals primarily from the oil and gas sector, alongside government officials, mostly aged between 50 and 80.
Post-pandemic, the demographics have shifted. Current average passengers range from 25 to 55 years old, with notable representation from the cryptocurrency, fashion, technology, and entertainment industries. Many have transitioned from first and business class on commercial flights to private aviation, drawn by the advantages of speed and privacy.
Additionally, new partnerships and agreements in Asia and Latin America have established a presence in markets historically controlled by local firms.
Mardini’s journey has been previously documented, yet it continues to highlight his determination driving Jetex’s growth.
Originating from Damascus, Syria, he relocated to Dubai in the early 2000s and founded Jetex in 2005 with a single outlet, aspiring for a global reach.
“I recognized that business aviation required more than technical support; it needed hospitality, branding, and a consistent international experience,” he explains.
From its inception, Jetex proceeded with caution, valuing brand integrity over rapid expansion.
“I have witnessed companies expanding too quickly and losing control. We have grown with a strategic plan, which allows us now to accelerate,” Mardini adds.
Focus on Saudi Arabia and the Red Sea
Central to Jetex’s forthcoming phase is Saudi Arabia, where the kingdom’s ambitions in tourism and aviation align perfectly with Jetex’s upscale service approach. The Red Sea Project, a significant luxury tourism initiative on the west coast, marks one of their initial successes.
Jetex is set to operate as the exclusive fixed-base operator (FBO) for Red Sea International Airport.
“We will be involved from the very first flight, helping to craft the experience for every VIP and private traveler arriving,” Mardini states.
The company’s influence will extend beyond the Red Sea area, as Jetex actively seeks opportunities in Riyadh, Jeddah, and NEOM, aiming to secure a larger portion of the kingdom’s private aviation sector.
“Saudi Arabia is making substantial investments into its infrastructure and tourism sectors, and the private jet industry will naturally develop alongside this,” he mentions.
The facilities Jetex establishes in Saudi Arabia will reflect those found in its Dubai headquarters, comprising lounges, crew rest spaces, concierge services, and customs clearance on-site.
“We aim to ensure a consistent experience everywhere,” Mardini elaborates. “Whether arriving in the Red Sea or Riyadh, it should feel like Jetex Dubai.”
Expansion into Asia and Beyond
While Saudi Arabia remains a critical focus, Mardini is equally enthusiastic about opportunities in Asia.
“Countries such as Indonesia, Thailand, and Vietnam are just beginning their journeys in private aviation,” he notes.
“There is a substantial opportunity to develop the necessary infrastructure before demand significantly increases.”
Negotiations are currently underway to establish new facilities in Southeast Asia. According to Mordor Intelligence, Southeast Asia’s business jet market is projected to expand at a compound annual growth rate of approximately 15.5 percent from 2025 to 2030.
Meanwhile, Jetex is investigating secondary markets in Africa and Latin America, where the appetite for business aviation is quickly surpassing commercial aviation capacity.
“These markets may be fragmented, but that presents a unique opportunity,” Mardini asserts. “Our brand is immediately recognizable.”
Commitment to Sustainability
Mardini emphasizes that growth is not solely about geographic reach.
“The sustainability of aviation will also play a crucial role in our future,” he states. “We are making significant investments in the availability of sustainable aviation fuel (SAF) across our network.”
Jetex was among the first private aviation companies in the UAE to offer SAF at a significant scale, and Mardini anticipates increased adoption.
“We are in discussions with aircraft manufacturers, operators, and fuel suppliers to ensure SAF transitions from being an optional resource to a standard offering,” he says.
The UAE is positioned as a natural leader in this regard, given its commitment to innovation and existing infrastructure, yet challenges such as cost, availability, and certification processes persist.
“However, client demand is escalating. Many of our corporate clients have their own net-zero commitments and expect us to provide fuel options aligned with those goals.”
Embracing the eVTOL Revolution
One of Jetex’s most innovative steps is partnering with Joby Aviation and Archer in the eVTOL (electric vertical take-off and landing) domain.
“This represents the future of short-distance passenger travel,” declares Mardini.
“We will serve as their ground infrastructure partner, ensuring a seamless client experience.”
The ambitious vision includes situations where a passenger could board an eVTOL in a city center, fly directly to a Jetex terminal, and connect to a private jet seamlessly.
Upon arrival, the process operates in reverse.
“We will manage everything — greeting passengers, handling luggage, conducting security checks, and facilitating the transition between eVTOL and private jet,” Mardini describes.
Recent test flights took place in the UAE, with Dubai and Abu Dhabi being identified as prime launch locations.
“Our aim is not solely to participate in the eVTOL narrative,” Mardini notes. “It’s about transforming the concept of ‘door-to-door’ travel for our clients.”
Operational Excellence
Beneath the luxurious lounges and refined service lies a finely-tuned operational structure.
Jetex’s global operations are supported by centralized flight operations based in Dubai, where a dedicated team operates 24/7 to coordinate flight plans and ground services.
“From the moment a client reaches out, our system kicks into gear,” Mardini highlights.
“We can manage permits, fuel, catering, crew accommodations, and more anywhere in the world, often within hours.”
This efficiency is bolstered by an investment in technology. Jetex employs a proprietary platform that monitors flights, crew schedules, and fuel supplies in real-time, facilitating rapid responses to any changes in weather, traffic, or client needs.
“Technology is not a replacement for our team; it enhances their speed and accuracy,” Mardini asserts.
Future Prospects
The forthcoming five years will pose challenges for Jetex as it endeavors to scale while maintaining its premium service standards. For Mardini, this balance is crucial.
“If we can expand while ensuring our customers feel like they have their personal aviation team, we will have succeeded,” he states.
With a solid dedication to growth, Jetex’s momentum is unyielding.
“We’ve laid a strong foundation,” Mardini concludes.
“Now, it is time to shape the future.”