Wheels Up Experience Inc. (NYSE: UP) announced the completion of its global brand transition, bringing Air Partner's private jet and group charter services under the Wheels Up brand across the United Kingdom and internationally. The move completes a global integration that began in the United States earlier this year.

The company has launched its integrated customer engagement model in the U.K., organizing dedicated sales and service teams around the customer journey from initial inquiry through booking and ongoing support. The approach aims to reduce handoffs between departments and strengthen accountability.

"Bringing our U.K. and rest of world private jet and group charter services under the Wheels Up brand makes it easier for customers, wherever they are in the world, to access our full breadth of aviation solutions through a single, trusted relationship," said Kristen Lauria, Chief Marketing Officer of Wheels Up.

Mark Briffa, Chief Sales Officer of Wheels Up and former Chief Executive Officer of Air Partner, stated that customers will have access to expertise they have relied on for decades, now backed by the full scale, fleet, and technology of Wheels Up.

The unified brand provides customers access to Wheels Up's portfolio, including private jet charter, group charter, and flexible private-commercial travel through the company's partnership with Delta Air Lines. Air Partner Cargo will continue operating under its existing name, maintaining its focus on global shipping and courier services.

Wheels Up operates as a provider of on-demand private aviation with a fleet and network of charter operators. The company offers charter and membership programs and commercial travel benefits through its Delta Air Lines partnership.