Operators in the business jet charter market claim many things, and it can be difficult to dispute them as we rarely see independent performance figures unless they’re from publicly-owned companies. So it’s refreshing to see global private jet charter booking company Victor’s claim that it’s doing well backed up by The Sunday Times in its Hiscox Tech Track 100 for 2015, where Victor came 15th and was the only aviation company listed.

The Sunday Times confirmed Victor as having a three-year average sales growth of a phenomenal 142% per annum. The company says 34% of its bookings in the first four months of 2016 were made by customers who had never flown privately before. It attributes that increase to what it calls its tech-driven demystification of the traditional, often opaque charter booking process through brokers.

In addition, experienced fliers who previously booked flights via traditional brokers and paper contracts are now trusting disruptive technology to safely and securely book those flights themselves, Victor says.

Clive Jackson, founder and CEO of Victor, which launched in August 2011, says that the secret of his young company’s success “is the fact that we (use disruptive technology to) provide all this in a transparent marketplace.”

“When you get a quote or a price from Victor it includes details of the operator and the aircraft type, then this goes right the way down to the tail number, the age of the aircraft, amenities on board and everything else as well.”

Obviously, the risk of being so transparent is that once customers have used the service they could book directly with the operator next time. “If people wanted to do off-the-book deals behind Victor’s back,” says Jackson, “we would not have survived that first year. The fact that we’re still here, and still growing at the rate we’re growing, proves that we’ve created a platform that delivers what customers want.

“Fundamentally we’ve put the customer in total control of the buying experience. That’s something they’ve never had before, because typically brokers don’t share their secret source with the customer for fear they could be bypassed on the next booking. This trust has been the underlying principal of Victor since we launched.”

The introduction of Victor’s iOS app, launched just over a year ago, has proven particularly successful, providing fliers with a full end-to-end charter experience through everything from side-by-side jet comparisons. The app currently generates 60% of total bookings.

Victor employs around 70 people worldwide with offices in London, New York, Santa Barbara, California, and in Germany. By year-end the company will have six bases and will be opening up in more emerging markets around the world. It partners with 200 charter operators, and unlike many other high-tech service providers, doesn’t charge upfront fees.

This year’s most popular bookings in the U.S. have been for the Beechjet 400A and Hawker 800XP. For the UK and rest of world the Citation Mustang is taking more than double the bookings of its closest rival, the Phenom 100, but Victor’s long-haul bookings using Gulfstreams, Globals and Challengers are up a staggering 279% year-on-year (January-April 2016 against the same period in 2015).

Jackson says that multi-channel marketing via traditional print or digital media helps explain Victor’s 34% first time private flyer bookings.

“What differentiates us from most other brokers is that we don’t have any sales people within the company that are making outbound telephone calls. We just don’t have a sales team soliciting new prospects.”