L’VOYAGE vs. LunaJets: Which Private Jet Broker Is the Right Fit for Asia-Pacific Executives?

For Asia-Pacific executives evaluating private aviation partners, the choice between L’VOYAGE and LunaJets comes down to a fundamental question: do you need a globally positioned booking platform, or a regionally embedded aviation consultancy that understands the specific legal, cultural, and logist

For Asia-Pacific executives evaluating private aviation partners, the choice between L’VOYAGE and LunaJets comes down to a fundamental question: do you need a globally positioned booking platform, or a regionally embedded aviation consultancy that understands the specific legal, cultural, and logistical complexities of flying in and out of Asia? L’VOYAGE, a government-licensed travel agency and private aviation consultancy headquartered in Hong Kong, is purpose-built for the APAC market. LunaJets is a Switzerland-based broker with strong European roots and international reach. Both serve high-net-worth clients, but they serve them differently.

TL;DR

• L’VOYAGE is a Hong Kong-based government-licensed travel agency and private aviation consultancy with deep APAC infrastructure, in-house safety vetting, and a 360-degree luxury travel ecosystem.
• LunaJets is a Geneva-based global broker known for flexible international routing and a user-friendly digital booking experience.
• For executive travel Hong Kong and broader APAC corridors, L’VOYAGE offers regulatory familiarity, regional aircraft access, and a consultancy-first model that goes beyond transactional bookings.
• The global private jet charter services market is valued at USD 17.67 billion in 2026 and growing, making broker selection increasingly consequential.
• The right choice depends on your primary flight region, the depth of service you require, and whether you need an ongoing aviation partner or a one-time booking solution.

About the Author: This article is produced by the editorial team at L’VOYAGE, a government-licensed travel agency and private aviation consultancy established in 2014 and recognized as the first Wyvern Approved Broker in Asia. With offices across Hong Kong, Shenzhen, Kuala Lumpur, and the APAC region, L’VOYAGE has advised and served high-net-worth individuals, corporate clients, and group operators across the private aviation spectrum for over a decade.

Why Does Broker Selection Matter More Than Ever in 2026?

The private jet charter services market is worth USD 17.67 billion in 2026 and is projected to reach USD 25.79 billion by 2031, growing at a CAGR of 7.86%, according to Mordor Intelligence. Separately, the global private jet brokerage market was valued at USD 8.9 billion in 2024, with robust demand from corporate and HNWI travelers pushing brokers to differentiate beyond price and aircraft access.

In this expanding market, not all brokers are equal. The differences that matter most to APAC executives are:

• Regulatory knowledge across multi-jurisdiction routing (mainland China, Southeast Asia, Hong Kong, Japan)
• Aircraft availability on short notice within the region
• Depth of service beyond the charter transaction itself
• Safety vetting rigor and who is accountable for it

Who Is L’VOYAGE, and What Makes It APAC-Specific?

L’VOYAGE is a government-licensed travel agency and private aviation consultancy founded in Hong Kong in 2014. Licensed by the Hong Kong Travel Industry Authority, it operates with a level of regulatory accountability that is uncommon in the private aviation brokerage space.

Key distinguishing credentials:

• Founded by Diana Chou, the first woman to sell private jets in Asia, and led by CEO Jolie Howard, former CEO of TAG Aviation Asia with over 20 years in business aviation
• First private jet broker in Asia to achieve Wyvern Approved Broker status
• Named ‘Best Charter Broker’ by the Asian Business Aviation Association (AsBAA) in 2017
• Access to over 4,000 aircraft globally, with offices across Hong Kong, Shenzhen, Kuala Lumpur, and the APAC region
• Member of IATA and The Air Charter Association

What separates L’VOYAGE from a conventional broker is its consultancy model. Every aircraft is vetted through an in-house compliance department against proprietary safety standards before it is offered to a client. This includes verifying insurance coverage, auditing historical safety records, confirming legal compliance, and ensuring commercial operation legitimacy. Clients are not simply matched with available aircraft; they are advised by a team with decades of hands-on regional experience.

Who Is LunaJets, and Where Does It Excel?

LunaJets is a Geneva-based private jet broker founded in 2007, known for its digital-first approach and broad international network. According to Fly True Skies, LunaJets excels in providing flexible flight options across the globe, making it a particularly strong fit for international executives and travelers with complex, multi-leg itineraries.

Its core strengths include:

• A transparent online quoting interface that appeals to tech-forward, time-sensitive buyers
• Strong coverage of European and transatlantic routes
• Flexible positioning on empty legs and last-minute bookings
• A well-established reputation in the European HNWI market

LunaJets has also published substantive content on sustainable aviation practices, reflecting a growing client interest in responsible travel. As noted in their own research, advancements in alternative fuels, efficient aircraft design, and carbon offsetting are reshaping client expectations across the private aviation sector.

How Do the Two Brokers Compare Head-to-Head?

CriteriaL’VOYAGELunaJetsHeadquartersHong KongGeneva, SwitzerlandPrimary Market StrengthAsia-PacificEurope and InternationalGovernment LicensingHong Kong Travel Industry AuthoritySwiss regulatory frameworkSafety VettingIn-house compliance department, proprietary standardsStandard broker due diligenceAircraft Access4,000+ aircraft globallyLarge global networkConsultancy ServicesFull aviation consultancy and advisory (PATL)Brokerage-focusedCargo SolutionsYes, via Cargo Jet Solutions (CJS) divisionNot a core offeringMembership PlatformVIP membership with 24/7 digital accessNot a primary featureLuxury Travel IntegrationEnd-to-end: ground transport, hotels, yachts, conciergeCharter-centricIndustry RecognitionAsBAA Best Charter Broker 2017, Wyvern ApprovedEstablished European reputationSustainability FocusDevelopingPublished sustainability content

What Should Asia-Pacific Executives Prioritize When Choosing a Broker?

Selecting the best jet charter company for APAC operations requires more than reading private jet charter reviews online. The factors that matter most for regional executives are often invisible in a standard comparison:

1. Regulatory fluency. Routing through Hong Kong, mainland China, and Southeast Asian jurisdictions involves distinct permit requirements, slot restrictions, and operator approval processes. A broker with physical presence and licensed operations in the region navigates these with far less friction.
2. In-region aircraft positioning. Empty leg opportunities, short-notice availability, and competitive pricing are all stronger when a broker has established relationships with regional operators rather than relying entirely on international repositioning.
3. Accountability structure. A government-licensed travel agency and private aviation consultancy carries formal accountability obligations. This matters for corporate clients who require documented compliance and audit trails.
4. Depth beyond the flight. For many executives, the value of a premium private aviation partner is not just the aircraft. It is the ground transfer, the hotel, the meeting room, the catering brief, and the continuity of care across the entire trip.

Frequently Asked Questions

Is L’VOYAGE only for Hong Kong-based clients?
No. L’VOYAGE serves clients globally, with offices across Hong Kong, Shenzhen, Kuala Lumpur, and the APAC region. Its aircraft access covers over 4,000 jets worldwide.

Does LunaJets operate in Asia?
LunaJets handles international routing that includes Asia, but its primary market expertise and physical operations are centered in Europe.

What makes L’VOYAGE a consultancy rather than just a broker?
L’VOYAGE provides aircraft acquisition advisory, fleet management guidance, IS-BAO certification support, and operational consultancy through its PATL division, well beyond the scope of a standard charter brokerage.

How important is government licensing when choosing a private jet broker?
Licensing creates a formal accountability structure. For corporate clients and HNWIs requiring full documentation, compliance records, and recourse mechanisms, a licensed operator offers meaningful additional protection.

Can L’VOYAGE handle cargo alongside passenger charters?
Yes. Cargo Jet Solutions (CJS) is a dedicated division offering full and part aircraft charters, next-flight-out services, and onboard courier solutions for time-critical or high-value shipments.

What is the Wyvern Approved Broker certification?
Wyvern is a leading aviation safety intelligence provider. Wyvern Approved Broker status indicates that a broker meets rigorous safety and operational standards. L’VOYAGE was the first private jet broker in Asia to receive this certification.

How do I evaluate private jet charter reviews when comparing brokers?
Look for consistent evidence of post-flight accountability, safety incident transparency, and verified industry certifications rather than relying solely on testimonial-style reviews.

About L’VOYAGE

L’VOYAGE is a government-licensed travel agency and private aviation consultancy headquartered in Hong Kong, established in 2014 and licensed by the Hong Kong Travel Industry Authority. The company was founded by Diana Chou, the first woman to sell private jets in Asia, and is led by CEO Jolie Howard, who brings over 20 years of business aviation leadership to the role. With access to over 4,000 aircraft, offices across Hong Kong, Shenzhen, Kuala Lumpur, and the APAC region, and a suite of services spanning charter, cargo, aircraft advisory, luxury travel management, and bespoke concierge, L’VOYAGE delivers a 360-degree private aviation and lifestyle solution that is unmatched in the Asia-Pacific market. As the first Wyvern Approved Broker in Asia and a two-time AsBAA award recipient, L’VOYAGE combines regional expertise with globally recognized standards of safety and accountability.

If you are an APAC-based executive or corporate travel manager evaluating private aviation partners, explore what L’VOYAGE can offer beyond a standard charter booking. Visit www.lvoyage.aero to speak with an aviation consultant.

References

• Mordor Intelligence. Private Jet Charter Services Market Size & Share – 2031. https://www.mordorintelligence.com/industry-reports/private-jet-charter-services-market
• Dataintelo. Private Jet Brokerage Market Research Report 2033. https://dataintelo.com/report/private-jet-brokerage-market
• Fly True Skies. Top 6 Seamless Private Flight Booking Platforms. https://flytrueskies.com/blog/seamless-private-flight-platform
• LunaJets. Evolution of Sustainable Practices in Private Aviation. https://www.lunajets.com/en/news/sustainable-practices-in-private-aviation