Dubai, known for its luxurious and extravagant hotels, is no stranger to competition in the hospitality industry. Hotels in the city constantly strive to outdo each other by offering over-the-top amenities and experiences to attract visitors. Now, Five Hotels & Resorts, a hotelier famous for its party-centric approach, is taking the battle for opulence to new heights – quite literally. The hotel group is launching its private jet, targeting party travelers and those seeking a lavish travel experience.
This 16-passenger private jet is available for bookings, promising passengers an entertainment-filled journey before they even arrive in Dubai. What sets this private jet apart is its focus on providing a lively and celebratory atmosphere. The cabin is adorned with LED lights that can be customized to create various colors, setting the mood for a party even at 35,000 feet in the sky.
Kabir Mulchandani, Chairman, and Founder of Five Global Holdings, who personally owns the jet, described the brand’s shift towards becoming an entertainment company. Five Palm Jumeirah, the group’s first hotel, is renowned in Dubai for hosting star DJs for beach parties, and it even allows guests to drive supercars right into the hotel’s nightclub, albeit for a fee.
While some hotels own aircraft for logistical purposes, such as luxury African safari operators with small planes for remote destinations, or Maldivian resorts using planes to transport guests to remote islands, Five’s private jet is entirely about partying and leisure travel. Although other hotel brands like Aman and Four Seasons have offered private jet trips, these were excursions spanning several weeks, whereas Five’s jet is aimed at offering a party experience during the journey itself.
The cost of chartering this private jet is not for the faint-hearted. Travelers can expect to pay approximately $13,000 to $14,000 per hour of flight time, excluding relocation costs. For a round trip between London and Dubai, the price tag could reach around $195,000. On a fully-booked flight, the cost per person would be roughly equivalent to a first-class ticket on Emirates Airlines.
The jet is named “9H-FIVE,” with the “H” phonetically representing “Hotel” in the aviation alphabet. Zurich-based Comlux will operate the aircraft. It’s noteworthy that this aircraft, the ACJ TwoTwenty, is the first of its kind from Airbus SAS and was flown to Geneva recently for display at the Ebace private-jet conference.
The idea for acquiring a private jet emerged during the COVID-19 pandemic’s lockdown period when private jet travel witnessed a surge in demand. Mulchandani observed a growing preference for private aviation among travelers, who were unlikely to return to commercial flying after experiencing the exclusivity and comfort of private jets. In the United States, although private jet flights dipped by 4.6% in the first quarter of 2023 compared to the previous year, bookings remain well above pre-pandemic levels.
While Mulchandani doesn’t expect to turn a profit with the jet, he views it primarily as a marketing tool for the brand. When the jet isn’t booked, he and his company can utilize it. Timing played a role in this venture, as Mulchandani was able to lock in favorable fuel prices for five years, well below the current market rates.
The aircraft needs to fly around 200 hours annually to break even, a goal achievable with Five’s niche focus on leisure and party travel. Private-jet charter firms like Welojets and MySky have commented positively on the cost positioning of the jet within the private aviation market.
This new service is part of Five’s expansion beyond the realm of hotels. This year, the company opened a recording studio at its Five Palm Jumeirah hotel and initiated a record label in partnership with Warner Music Group. Furthermore, Mulchandani envisions the next step to be a branded yacht for massive offshore parties, offering a different experience than the luxury cruises provided by hotel brands like Ritz-Carlton.
Mulchandani’s ambitions don’t stop there. He has set his sights even higher, aiming to extend the party experience to outer space. With the rise of leisure trips to the moon on the horizon, the idea of offering a place to stay for lunar travelers seems like the next logical step.