ExecuJet Brand Guidelines: A 1991 Lanseria Start, Luxaviation & a Name With Several Owners

A Johannesburg airfield business that grew region by region.

ExecuJet began at Lanseria Airport, north of Johannesburg, in 1991. English Wikipedia describes the first business as aircraft maintenance, with Honeywell and Bombardier service appointments following in 1993; the company’s own timeline puts the weight on ground handling, saying ExecuJet opened its first FBO operation at Lanseria and built its name on service there. Both accounts agree on the year and the airport.

Growth came region by region. ExecuJet says it set up ExecuJet Middle East in Dubai in 1999 and was among the founding company members of the Middle East Business Aviation Association; English Wikipedia adds that its Bombardier sales franchise was extended to ten Middle Eastern countries at the same time. ExecuJet Australia followed in Sydney in 2000, and Wikipedia says the group made Zurich its headquarters in 2001, when it added an aircraft management business and an FBO there. Monterrey in Mexico came in 2002, a Berlin FBO in 2006 and an FBO at Dubai International Airport in 2007, according to the company.

The company’s timeline reads like a map being filled in: a purpose-built FBO at Cape Town International in 2009, four Spanish FBOs — Valencia, Ibiza, Barcelona and Gerona — in 2011, and new facilities in Wellington and Melbourne in November of that year. Wikipedia adds a hangar at Singapore’s Seletar Airport and a UK air operator’s certificate in 2008.

By the time it was sold in 2015, the Luxembourg business site Chronicle.lu reported, ExecuJet Aviation Group was a Swiss company with more than 1,000 staff in six regions — Europe, Africa, Asia, Australasia, Latin America and the Middle East — and a fleet of 165 aircraft. Its services then ran from aircraft management and charter to maintenance, FBO operations and completions management, a breadth that would later be divided between different owners.

Ramps, lounges and a tagline.

ExecuJet presents itself first as an FBO network. Its website opens with the line “Just Fly. We Handle the Details.” and describes “a global network of Fixed Base Operations” for business aircraft, passengers and crew. The pages are arranged the way a flight planner would look for them: by region — Africa, Asia-Pacific, Europe, the Middle East and the Americas — then by airport, each with a short note on the city, the services on the ramp and a contact line.

Counts depend on who is counting and when. English Wikipedia gives 34 locations; ExecuJet’s brand-partnerships page speaks of “45+ ExecuJet FBOs and over 140 partner terminals worldwide.” The locations list shows how the network grew through partnerships: French regional airports from Aix-en-Provence to Troyes, whose listed contacts sit with the airport operator EDEIS — Wikipedia dates that partnership to 2021 — and more than twenty Greek airports, which Wikipedia links to a December 2024 agreement with the JetSet FBO Network.

Interiors carry much of the visual identity. The company says its Dubai International FBO was completely refurbished in 2022, “taking design inspiration from the East and West.” In December 2024 ExecuJet opened what Wikipedia calls a flagship 15,000-square-metre private jet facility at the aerospace hub in Dubai South. In September 2026 Business Airport International reported that ExecuJet had been appointed sole FBO operator at Sydney International Airport earlier in the year, and that its Auckland FBO had become the first in New Zealand to gain IS-BAH Stage I accreditation, after an audit in July 2026.

The terminals double as media space. ExecuJet’s partnerships arm offers screens in passenger and crew lounges, display cases for watches, handbags and art, branded passenger vehicles and Wi-Fi splash pages, all presented as placements meant to “complement the elegance” of the lounges. Aircraft management continues alongside ground handling: in June 2026 Business Airport International reported that ExecuJet Africa managed 52 aircraft under its South African air operator’s certificate and ran FBOs at Lanseria and Cape Town.

Ramps, fleets and lounges.

Business aviation companies sell something most visitors will never see in person, so their websites lean on photography and lists. Operators show cabins and aircraft on the ramp, as the companies themselves choose to publish them, and they tend to organise fleet pages by aircraft type — a turboprop, a super-midsize jet, a large-cabin Gulfstream or Bombardier — rather than by destination. Gama Aviation’s charter pages, for example, name individual types from the Citation Mustang to the Gulfstream G550.

FBO networks, the private terminals and hangars that serve business aircraft at airports, present themselves through places. Their websites carry location maps and airport pages that list lounges, crew rest rooms, hangarage, fuel and meeting rooms, often with airport codes and opening hours. Hangars appear as much as aircraft do, because the building is the product: Gama, for one, publishes separate pages for its facilities at Glasgow, Jersey and Sharjah.

Membership and charter programmes are a third strand. Operators describe jet cards, memberships and fixed-rate schemes in their own terms — deposit levels, guaranteed availability, capped hourly rates — and trade titles such as Private Jet Card Comparisons track and compare them. VistaJet, XO and, before its sale in 2022, Jet Edge all built consumer offers around such programmes, and Jet Edge ran branded lounges at Van Nuys and Teterboro.

Ownership changes often. Investment firms, listed groups and larger operators buy and merge these businesses, and a brand can disappear into its parent’s name, as Jet Edge’s operators did when Vista formed Vista America in 2023. This guide records who founded each company, who owns it and how it presents itself, and marks clearly what rests only on the company’s own word.

Luxaviation, Dassault, Haite and Atlantic.

In May 2015 Luxaviation, the Luxembourg business aviation group, bought the entire share capital of ExecuJet Aviation Group, Chronicle.lu reported on 6 May 2015; the combined group operated more than 250 business aircraft. The report said ExecuJet would keep its identity, management team and operational independence inside the group. English Wikipedia now gives ExecuJet’s headquarters as Strassen, in Luxembourg.

The name then began to travel without the whole company. In January 2019 Luxaviation agreed to sell ExecuJet’s global maintenance business — a network of 15 MRO centres — to Dassault Aviation, Aviation International News reported; that business still trades as ExecuJet MRO Services, which Business Airport International described in July 2026 as a Dassault Aviation subsidiary. In China, ExecuJet Haite runs a maintenance centre at Tianjin and is a wholly owned subsidiary of Haite Group, the same publication reported in February 2026. In December 2025 Atlantic Aviation bought ExecuJet’s FBO at Princess Juliana International Airport in Sint Maarten, and the location continues under the ExecuJet name.

In the year of the Dassault sale, Wikipedia says, the UK business closed its Cambridge City Airport FBO and moved to Newmarket in Suffolk. Wikipedia also records an electric ground-handling fleet at Paris–Le Bourget in 2024, part of a stated aim of fully electric FBO operations by 2030.

One trap for searchers: an FBO also called Execujet operates at Cyril E. King Airport on St Thomas, in the US Virgin Islands, as an Avfuel network FBO, Business Airport International reported in March 2025. It should not be confused with the Luxaviation network, whose published locations list does not include St Thomas.

For a design guide, ExecuJet shows how one name can be carried by several owners at once, from FBO lounges to maintenance hangars. Compare Luxaviation, its parent group, and Atlantic Aviation, which now runs an ExecuJet-branded FBO in the Caribbean. For this guide we use a deep midnight blue, warm stone and an amber accent with a geometric sans, an unofficial interpretation; no product or logo is reproduced.

Keep ExecuJet’s identity on hand — save it to a board in the Made Good inspiration library.