Wheels Up announced on January 27 2026 that it will merge its Wheels Up and Air Partner brands in the United States into a single concierge‑level customer engagement model, creating one sales, marketing, account‑management, and service‑delivery organization for all private‑jet and group‑charter services.
The consolidation brings the two brands together under a unified structure that pairs customers with dedicated, regionally focused sales and service teams that own the relationship from booking through trip support. The new model aligns Wheels Up’s organization with Delta Air Lines’ regional and industry sector structure, allowing Wheels Up and Delta sales teams to co‑locate and jointly engage prospects.
The move is part of a broader strategy to simplify operations, reduce duplicated back‑end platforms and processes, and enhance the customer experience. Wheels Up’s CEO George Mattson said the unification will accelerate cost savings and improve service consistency, while the $100 million revolving credit facility from Delta, extended through September 20 2026, provides financial flexibility for fleet modernization and growth initiatives.
Wheels Up has been working to modernize its fleet, with 25 % of the transition to Embraer Phenom 300/300E and Bombardier Challenger 300/350 aircraft completed in Q1 2025. The consolidation is expected to support that effort by streamlining procurement and maintenance operations, potentially lowering operating costs and improving utilization rates.
Financially, Wheels Up reported a net loss of $339.6 million for 2024, a 37 % decline in revenue to $792.1 million, and a net loss of $99.3 million for Q1 2025, a 1.6 % increase from the prior year. The company’s adjusted EBITDA loss improved by 51 % to $24.2 million in Q1 2025, driven by tighter cost controls and a higher mix of high‑margin membership and charter services. Management expects a positive adjusted EBITDA for the full year 2025, signaling confidence in the turnaround.
The unified brand and service model is expected to strengthen Wheels Up’s competitive position in the private aviation market, where consolidation trends are accelerating. By offering a seamless transition between private and commercial travel through the Delta SkyMiles integration, Wheels Up aims to attract new members and deepen loyalty among existing customers, potentially driving higher revenue per member and improving long‑term profitability.
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