Adel Mardini, the Founder and CEO of Jetex, is redefining what luxury travel means today while merging innovation, service, and style to create experiences that transcend the skies.
In the world of private aviation, few names carry as much weight – or vision – as Adel Mardini, Founder and CEO of Jetex. Sitting inside one of his signature orange-accented terminals in Dubai, Mardini looks every bit the self-made innovator: approachable yet exacting, charismatic but also a realist. It’s hard to imagine that this global luxury brand, now synonymous with five-star service and sustainability in the aviation space, began as one man’s dream just two decades ago. “I’m extremely proud of what we’ve achieved,” he says with quiet conviction. “But if you ask me how much I’ve done, I’d say maybe 10 per cent.
I’m always looking at what’s next.” This relentless drive has defined Mardini’s journey from humble beginnings as a bus driver to helming one of the most recognised names in private aviation. For him, Dubai’s dynamic environment has been both a muse and motivator. “You are living in a country where there’s no limitations on dreams,” he says. And boy does Mardini like to dream big. What began as a vision to make flying private more efficient and elegant has become a complete luxury ecosystem spanning more than 25 countries.
“We are transforming Jetex from aviation into a lifestyle brand,” Mardini confirms. “For me, I’m changing this industry to be purely a customer experience – focused on the worlds of lifestyle and hospitality. It’s not about aviation anymore.” Mardini’s journey to the upper echelons of luxury travel, however, was anything but gilded. Born in Damascus to modest beginnings, he started his career in aviation transporting passengers at the airport but quickly and deftly moved up the ranks through operations, management, and logistics.
“When you fly with us, you need 10 minutes for arrival, 15 minutes for departure – that’s it. People flying private count every minute. For them, this isn’t spending; it’s investing.”
His rise – through resilience, curiosity, and a desire to be the best at what he does, no matter what it is – shaped his approach to leadership. “I’m a person that’s very passionate,” he says. “I love what I’m doing. When I do any project or any expansion, money is not the first thing I’m looking for. I’m looking for what I can make that didn’t exist before.”
Two decades later, that instinct to create what didn’t exist has made Jetex one of the most distinctive names in private aviation – not because of the jets themselves, but because of everything that surrounds them. “We are now doing the full journey for the client,” Mardini explains. “From the minute they plan a trip, we organise everything – clearances, charters, transfers from their villa, house, penthouse, or yacht. We are not limited only to airport services.
We’re doing all the concierge services: butlers, chefs, villas. It’s a 360-degree experience.” With Jetex, Mardini has turned what was once a utilitarian experience into something resembling a private club – part hotel lobby, part art gallery. “When you fly spending all this money on a private jet, you expect to see this level of service,” he says. “Especially in a city like Dubai.” The difference between flying commercial, even in first class, is that people will always be considered passengers, while at Jetex Mardini views every person who walks through the doors of one of his hubs as a guest in his home. It’s an approach rooted in empathy and precision. “I always tell my team: put yourself in the shoes of the client,” he explains. “They are my ambassadors. Whether in front of a client or over the phone, they carry my vision.” His leadership style is also very hands-on in terms of his employees, as he wants to make sure that they are happy and able to work at the highest standards and the best of their ability. “I have an open-door policy.
I meet every new staff member personally,” he says, adding “If they are happy, the client will be happy.”
Since founding Jetex in 2005, Mardini has watched the private jet industry evolve from a niche indulgence to a global necessity for busy millionaires and billionaires that crisscross the globe at a moment’s notice. He notes that before the pandemic, private aviation customers were over 50 years old and mainly came from industries like oil and gas or government officials. “Now it’s crypto, fashion, tech, celebrities, in the 30 to 50 year old range. It’s a massive change,” he confides. The numbers tell the story: before the Covid pandemic, Jetex handled 3,700 flights a year; by 2024, that number had soared to 12,000. “We jumped 300 per cent,” Mardini notes. He’s equally bullish on the Gulf’s expansion. “Dubai today has more private jet flights than anywhere in Asia, the Middle East, or Africa,” he says. “We expect to reach 30,000 flights within three years. Abu Dhabi is growing too – we’re expecting 10,000 flights next year. Out of the 35,000 between both cities, Jetex does 20,000,” the founder adds.
But this massive increase in private jet travel isn’t about opulence or a desire to flaunt wealth. Mardini believes it’s quite the contrary. It’s about efficiency and discretion. For him, time is the ultimate currency. “When you fly with us, you need 10 minutes for arrival, 15 minutes for departure – that’s it. People flying private count every minute. For them, this isn’t spending; it’s investing.” And the privacy aspect of Jetex is a major driver of success for the brand as well.
While travelling first class might arguablybe more luxurious, it’s the privacy component that is one of the key factors Mardini thinks is behind his company’s exponential growth. “Ninety percent of our clients are looking for privacy,” he confides. “Many of them will come in wearing a cap and just go straight to the plane. And you have to remember you’re dealing with ultra-highnet-worth individuals, government officials, heads of state, celebrities. You have to be very careful. Any leaking of information – you’re done.” It’s also worth noting that luxury, for Mardini, is not at odds with responsibility.
“People are loyal to brands that know how to provide excellent service in the luxury world – we’re trying to build that same loyalty aviation.”
In fact, it’s inseparable from it. Jetex has been at the forefront of sustainable aviation fuel (SAF) implementation, becoming the first general aviation company to bring SAF to the Middle East. “We brought SAF during Covid to the Dubai Airshow 2023,” he says proudly. “And we are bringing it again for 2025. We offer SAF even though it’s five times the price of normal fuel. We do it because we have to support this initiative – to contribute as much as possible to a green planet.”
In addition to pioneering sustainable fuel, Jetex has electrified its ground operations. “We converted all our airside equipment to electrical,” Mardini says. “We are trying the best we can to contribute to sustainability, not only for the fuel but for the equipment too.”
He’s also preparing for what he calls “the future of flying” – electric aircrafts. He has partnered with Archer and Joby, two U.S.-based companies developing electric Vertical Take-Off and Landing (eVTOL), to build the infrastructure for their electric helicopters. “This is the first step. I expect maybe in 10 to 15 years you’ll start seeing planes flying electric,” he predicts. Being more sustainable isn’t the onlyarea of innovation that Mardini is exploring.
Unsurprisingly he is delving deep into the potential of AI to help enhance and streamline operations at Jetex. And while AI might make the process of luxury jet travel run more smoothly, the founder knows that for his company to continue to dominate the market it will be the personal touches and the human attention to details that will really make all the difference. “Service is about human connection. You need someone to feel what you need. You can’t outsource that, says Mardini. “We’re building loyalty,” he adds.“People are loyal to brands that know how to provide excellent service in the luxury world – we’re trying to build that same loyalty in aviation.” What sets Mardini apart, perhaps more than his ambition, is his unwavering optimism. “I’m a positive person,” he says. “I almost never get angry. I believe in giving energy to my team. If I’m calm, they’re calm. If they’re calm, the client feels it.”
His philosophy is deceptively simple: believe, adapt, and act. “Everything is possible,” he says with a smile. “Trust me.”
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