As the GMT GCC team strolled into the stunning Jetex terminal in Dubai, time seemed to stand still — or did it roll back? A gleaming, orange and white dream space, this is what all airports wish they could be. A relaxation room, the world’s first air-side Rolls-Royce and even a cigar lounge were at our disposal, a blend of comfort and modernity that left us spellbound. Harking back to an age when travel was still a thing of glamour and luxury, this stunning space oozes style, exclusivity and a special feeling that most of us may think has been lost — the sensation that the journey is more enjoyable than the destination. So who made this happen? Adel Mardini is an aviation visionary — a man with an eye for blending business with pleasure in the fields of private jets and hospitality.
As the founder and CEO of JETEX, the Dubai-based company that began in 2005, he’s now grown it into an ultra-luxury private jet charter, with a global network of almost 40 VIP terminals around the world. It’s quite the ascent for a man whose first job was as a kindergarten bus driver in his homeland of Damascus, Syria. His next job, as a driver in Damascus Airport, changed his trajectory, as he fell in love with the world of aviation.
A move to Dubai in 2005 saw the jigsaw pieces fall into place, founding JETEX primarily as a logistics and support aviation company. In 2009, he opened his first terminal in Paris-Le Bourget Airport, shifting a focus to a more guest-centric experience of private jets. For Adel, it’s all about service. Offering guests a full concierge that goes beyond the flight, JETEX takes care of your full itinerary, from the moment you book to the moment you return home.
JETEX’s global network now reaches from Japan and Ukraine to the Ivory Coast and Mexico, with further expansion on the horizon. With the company’s 20th anniversary next year, and his entry on the Forbes Top 100 Travel and Tourism Leaders 2024, there’s much to celebrate. In particular, the UEFA Euros tournament (he’s a football fanatic), and his next watch investment to sate his monthly watch-buying habit.
You started JETEX almost 20 years ago — tell us about your journey.
The anniversary is next year and we’re going to write a book about the last 20 years of JETEX. The most important thing is the DNA — we’ve created it to suit our client. What we’ve built is remarkable for the [aviation] industry. When you fly with us, you’re not a passenger, you’re a guest. We’ve changed the concept of the entire business. Our services are unlimited, we do the full concierge — yacht, butler… Anything that the ultra-high-net-worth individuals who are choosing to fly with us are using.
You grew up in Damascus in a regular household. You’ve come a long way since those early days in Syria.
I started working at 18 years old. My father had a kindergarten, and I was the bus driver. My salary was US$10 a month, and I did it for four years. Then I worked as a driver in the Damascus airport for a few years, which is how I learned about the business. I came to Dubai in 2005, during the Dubai Airshow, and I started the company, which was purely logistics and support until 2009. I opened my first terminal at Paris-Le Bourget Airport. When I started, it was my dream to open one location. Today, I have over 30.
When did you first launch the terminal in Dubai and what’s the growth been like?
Almost seven years ago, in 2017, we started here in Dubai. That year we did almost 1,700 flights. In 2023, we did around 11,000. It’s an amazing growth. Post-covid, people started using private jets to fly. Now 99.5 per cent of things are back to normal, but those who moved from commercial airlines to fly private jet will stay with private jet. We used to have a lot of connections to the oil and gas industry. Now it’s crypto, fashion, politicians, tech, footballers, celebrities…
What were your passions when you were younger?
I’m a salesperson — I love sales. So I was very happy when I closed a deal. I worked in real estate, buying and selling cars. I even fixed AC units. My mind is always switched on. In fact, I only went on my first holiday six or seven years ago.
You also have a real passion for football. Does that ever merge with work?
Celebrities and football players are two of the top client categories using our services, because most of them fly private jet. I love football — I’ve flown to Madrid, Barcelona, London and Paris. It’s my passion. We have a good relationship with our guests — Neymar, Messi, Benzema, Ronaldo — they all use us globally. The first time Messi moved from Barcelona to Paris, thousands of people in Paris came to welcome him at our JETEX terminal. They trust our brand because we don’t spend money, we invest it. When you’re building a brand, you have to keep investing, because to me ‘brand’ means one thing: customer trust. We want our guests to be loyal. But we don’t have a loyalty programme — people who fly private jet aren’t looking for discounts, they’re really just looking for one thing: high service. And this is how we’ve built our clients’ loyalty.
Tell us about JETEX’s demographic.
As a global company, it’s really based on destination. In Paris, it’s mainly European. In London, they’re mainly from the US and Europe. And in Marrakech, it’s European, African and South American now. In Dubai and Abu Dhabi, it’s totally different markets, but we see more local clientele flying private jet in Abu Dhabi than in Dubai. We didn’t expect the business in Abu Dhabi to grow as fast as it has.
You first opened in France, but you chose your Dubai as your HQ — why was that?
It’s a connection city between the East and West, but Dubai is also a brand in itself, so when you build a brand in a city like Dubai, you make your life much easier. No city in the world can compete with it. Also, the support we’ve received from the leadership and the stakeholder is unlimited. We’ve proved ourselves and have worked very hard to achieve what we have today.
In 2023, you did around 11,000 flights. When do you think you’ll hit 20,000?
Maybe three to five years from now. The facilities and infrastructure in Dubai are why the number is increasing. It’s about first impressions. I tell my team, when you open the door, you’re the first person the guests see when they come down the steps and your smile is how guests will continue their journey in Dubai.
JETEX is true private aviation-meets-five star hospitality, with an unrivalled guest experience.
Yes, what we are doing is unique. Service-wise, we have created a concept that doesn’t exist anywhere else in the world. Landside, the terminal is like a hotel lobby, airside it’s pure aviation. We merge both. Our KPIs for the team are 10 to 15 minutes for guest departure and 15 to 20 minutes for guest arrival. The moment the plane door opens, our team has 15 to 20 minutes to get guests in their car. They’re the same KPIs for any hotel when you arrive for check-in and for bags to be delivered to your room.
Let’s talk touchpoints…
McKinsey made a study about flying commercial versus flying private. When you fly private, you’re exposed to around 20 touchpoints, but when you fly commercial, it’s around 500. In Emirates or Etihad First Class, the seats are amazing — better than a private jet. There’s even a shower on board, which a private jet doesn’t have. But the difference is the terminal. When you go to Dubai Airport, you’re with everyone else who is flying economy, business or first class. At JETEX, you’re only with the people who are flying private jet. So, the success is not only the plane, the success is the process of flying in and out for our guests.
Tell us about JETEX’s expansion plans.
We opened JETEX London last year and now our focus is on emerging markets, mainly Eastern Europe and Asia. The European market is very mature. The US market is totally different — they focus on the fuel in the plane, whereas we focus on who’s on the plane, which is the guests. We also just opened our new arrival lounge during COP28. It’s not finished yet — we will make the final face-lift in July. We need to change the ceiling, add some art…
You have a terminal in Côte d’Ivoire — do you have more plans for further expansion into Africa?
For sure. While Africa is missing the infrastructure, we expect to announce one more location in Africa this year. The World Cup 2030 will be in Morocco, Spain and Portugal and we’re already fully in Morocco and Spain, so we expect amazing work out of two of our destinations.
Lastly, the sky’s the limit for JETEX, and you’re always cooking up something. What else can we expect?
For us, the sky’s not the limit, because we’re already in the sky! Our brand is not limited to only private jet terminals, we are mainly going for hospitality. Maybe you’ll see us open a hotel one day. Anything related to hospitality is our passion. We love what we are doing and it’s what we’re successful at.
On My Watch
It’s time to talk watches — something you’re passionate about. What was your first watch and what are you wearing today?
My first watch was a Casio — a second-hand one I bought in Damascus for about US$30. It had a calculator at the bottom. When I moved to Dubai, and was meeting customers and passengers, you start thinking differently. I love Patek. It’s very classy, especially the new shape. I have Audemars Piguet, Patek Philippe and Richard Mille in my collection, and I’ve got a Patek on today.
Tell us about your watch style and how they make you feel?
In terms of accessories, women can choose from rings, bracelets, necklaces and all kinds of jewellery — but for men it’s just the watch. I don’t look to my watch to tell the time. It’s something very important, it’s emotional, because what you choose shows your personality. The watch is who you are — whether you’re a classic person, modern or a mix. I like the new shape from Richard Mille, different colours, slim ones, Italian style, French… And I always like to have limited edition.
When will your next watch purchase be?
I’m adding every month! I have a target to have 45 watches this year.
