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Matteo Atti, of VistaJet, on marketing to ultra-high-net-worth individuals

I was excited to catch up with Matteo Atti, Global Chief Marketing Officer of VistaJet, a leading private jet charter company offering access to a global fleet of aircraft. I’ve known Matteo for many years and have watched with pleasure as he’s shepherded various luxury brands to success. I was highly interested to learn how Matteo’s marketing philosophy for VistaJet aligns with the framework of reaching the Right person with the Right message in the Right environment at the Right time, which is the topic of my forthcoming book, Achieving the Holy Grail of Marketing.

Matteo discusses his journey from academia to luxury brand marketing, emphasizing the importance of understanding and respecting ultra-high net worth clients. He highlights the critical role of timing and availability in marketing private jets, the necessity of technological support for personalized service, and the use of AI and machine learning for scheduling and customer experience enhancement. Matteo also touches on Vista Jet’s success in 2024, winning eight awards, and the company’s commitment to continuous innovation to maintain its market leadership.

Discussion points include:

  • The challenges of maintaining a luxury brand’s reputation and the importance of continuous improvement.
  • The process of identifying and understanding the target audience for Vista Jet, which includes millionaires and billionaires who are globally diverse, highly successful, and private.
  • The importance of maintaining emotional connections and focusing on brand purpose in luxury marketing.
  • The importance of being relevant, timely, and honest in marketing to private jet customers.
  • The critical role of timing in reaching the target audience and ensuring availability and capacity for their needs.
  • The importance of matching digital outreach with the availability of planes to avoid disappointing potential customers.
  • The importance of setting a benchmark every year and staying ahead of competitors by innovating in technology, aircraft, and service.

Greg Licciardi
Greg Licciardi
Greg Licciardi is VP of Partnerships at Worth Media Group along with being a Professor of Marketing in the evening at Fordham and Seton Hall universities. He is currently working on a book entitled "Achieving the Holy Grail of Marketing."
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