The Experiential Edge: With Saxon Air
- Eleanor Loveday
- 2 days ago
- 4 min read
What does ‘experiential’ look like when expectations are already sky-high?
That was the question we asked Letty Dell-Aquila, Communications and Partnerships Manager, as we walked into the impressive Saxon Air hangar.
We sat down with Letty to talk about how Saxon Air go above and beyond for their clients, applying experiential thinking to make every private flight seamless.
This conversation is part of our Experiential Edge series, designed to give businesses the tools and mindset to unlock the power of experience.
So read on for real stories and practical advice. Whether you’re a luxury brand, in aviation and transport, or none of the above, we think you’ll find plenty of useful tips to apply to your own business.
"It’s all about the personal touch”
Letty explains that a truly seamless experience is when customers feel seen.
Clear, human communication runs throughout Saxon Air's customer journey, with the team taking time to understand each client’s preferences pre-flight. So that when they step on board, their favourite drink, snacks, newspaper – whatever it may be – is already waiting for them.
When value connects with experience
Authenticity matters in brand experiences. Just look at our other Experiential Edge conversations, and you’ll see it’s been mentioned a few times!
So if the values you project don’t align with the way customers experience your brand, they'll notice.
Making private aviation more sustainable is integral to Saxon Air's values. Their efforts in sustainability are a non-negotiable and core part of the business, not a marketing exercise or a bolt-on. From electric aircraft and a solar-powered building to the on-site bees which support local biodiversity, sustainable thinking is embedded into the business at every level.
And not only does it matter to Saxon Air, it matters to many of their clients too, deepening brand affinity and loyalty.
In it for the whole journey
For many clients, their flight charter is just one part of a bigger journey. That’s why Saxon Air think beyond their own service, offering an end-to-end experience through carefully chosen partnerships.
From BMW for ground transportation to SWM Yachts, Saxon Air works with businesses that reflect the same standards of quality, service and values. With SWM Yachts as an exclusive partner, they signpost to one another’s services, benefiting from shared audiences and mutual trust.
Emphasis on trust. It’s crucial in any sector, and in luxury aviation it’s everything. That’s why Saxon Air are so choosy with their partnerships, and by picking the right ones they’re seeing the benefit.
Relationship building IRL
The business boasts a strong client retention rate, driven by consistent quality, exceptional service and a personable, human approach. Relationship-building is crucial.
And events are a brilliant way of connecting - something Letty and the team found when hosting a Heritage VE Day celebration in the hangar. There was a brass band, a Spitfire proudly on display, 1940s outfits, and immersive theatre to tell the wartime stories of real people.
It was a special evening; meaningful and memorable. The event brought people together, prompted emotion and encouraged conversation. All of which made for a truly successful event, and a fantastic way of building relationships with clients and partners.
Experience days
Beyond their flight charter and aircraft management services, Saxon Air are very effectively engaging another audience. Aircraft fans, ex pilots, people who’ve always wanted to fly, and many more, can come and enjoy an Experience Day.
Letty explained that the Experience Days are designed to be hands-on throughout, giving customers an immersive experience and one they’ll remember for years to come.
They might be flying to have a picnic in a dream destination, or seeing the Norfolk coastline from a helicopter.
And crucially, those positive memories are always attributed back to Saxon Air.
The future of experience
Several Experience Days are education and training focused. From Ground Operations to Maintenance, they offer a taster of what a career in aviation could look like.
Broadening access to education is something Saxon Air place huge emphasis on. After all, the next generation are the future of aviation – and the future of their customer experience.
Through education days, school visits and careers fairs, they show young people that aviation is accessible, and that there are many paths into the industry.
5 things you can learn from Saxon Air, to help find your own experiential edge
Pay attention to the whole customer journey
Think about the bigger picture, not just the service you're providing. What can you do to make the entire customer journey seamless?
It's all about the personal touch
Listen to customers. Understand their needs. Tailor the experience you provide to each client (whether it's physically, like the Saxon Air in-flight experience, or simply through your communication.
Partnerships are powerful (when they're with the right brands)
Partnering with other businesses can help you expand your audience, benefit from shared communications, and improve the entire customer journey. But trust is key - and choosing the right brands to partner with is a decision you shouldn't rush.
Live events are relationship-building opportunities
Building relationships is important, particularly if you offer a very bespoke or personal service. Live events are incredibly valuable opportunities to do so - particularly when they're designed with
Keep the customer experience aligned with your values
Authenticity is everything. If people's experience of you doesn't align with the values you put out, they'll notice. Practicing what you preach is important - just like Saxon Air and their dedication to sustainability in aviation.
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