Operations
The Intangible Return: Rethinking the Value of Business Aviation
An aviation leader, student probes how to determine the value of business aviation
generic bizjet
According to Bas de Bruijn of Clay Lacy Aviation, business aviation’s intangible value comes from what it does for the people in back of the airplane. © AdobeStock

In 2015, not long after being promoted to the director of aviation for a Fortune 100 tech giant, Bas de Bruijn (now lead G550 captain and the head of aviation advisory services for Clay Lacy Aviation) was confident that he had “all the answers” to any question about operating a global flight department.

“I had a deep background in international flight operations. I knew everything about our airplanes and how many hours they flew. I knew how to hire pilots and crews. I knew how to create a budget,” de Bruijn said. “Then, not long after a larger corporation acquired our company, the CFO asked me what the ROI was on our aircraft.”

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