There’s a new airline startup in the United States, and it’s unlike anything we’ve seen before in the country. I actually think it’s a great concept in theory, though some of the details may need a little more ironing out.
In this post:
Magnifica Air, between first class and a private jet
Magnifica Air is an airline startup that hopes to launch service as of the third quarter of 2027. Before I go any further, let me emphasize that this seems to be “legit” (which isn’t to say that it’ll get off the ground, but my point is to say that there are reputable people behind this, and they’re serious).
There’s no denying that the general trend in travel nowadays has been toward more premium experiences, and Magnifica Air is hoping to tap into that demand. Essentially think of the airline as trying to offer an experience somewhere between first class and private jet travel.
Magnifica Air wants to operate scheduled service within the United States, and plans to be a Part 121 operator, so it’s not looking to take advantage of any Part 135 “scheduled charter” loopholes. You can expect flights between markets including Chicago, Dallas, Houston, Los Angeles, Miami, New York, Palm Beach, San Jose, and more.
At the time of launch, the company intends to acquire eight aircraft from Air Lease Corporation and Azorra (and has already signed agreements), including six Airbus A220-300s and two Airbus A321neos, with at least some of the A220s being ex-EgyptAir frames. The first plane is expected to be delivered before the end of the year, and the process of getting it ready for service will then take 18 months. The goal is to grow the fleet to 25 planes within four years.
The expectation is the the A220-300s will be configured with 54 first class seats, while the A321neos will be configured with 44-46 fully flat seats, plus four private suites at the front, plus a lounge at the back. Magnifica Air is partnering with Comlux on the interiors of the planes, as that’s something that the company has a lot of experience with.
There’s quite an experienced team behind the venture, as it was founded by Wade Black, who has decades of experience in commercial and private aviation. You can watch a video about the Magnifica Air experience here (I can’t seem to embed it).
My take on the Magnifica Air premium airline concept
The airline business is a really tough industry, and generally speaking, odds are stacked against startups. So many startups we’ve seen in the US over the years have had the same idea, of wanting to undercut the competition on price. So it’s nice to see a different startup concept for once, reflecting the premium travel trends we’ve seen.
Some OMAAT readers may remember my post from a few months ago about my US premium airline startup idea. It’s actually quite similar to this, though my only concern is that the airline might be going a little bit too upmarket. The airline business isn’t easy, and I tend to think that to be successful, you need a big loyalty play, you need upsell opportunities, and you need to diversify your revenue a bit, and that’s an area where the opportunities for Magnifica Air may be limited.
Admittedly there’s a big market between a standard domestic first class product and private travel, but to what extent will this be able to bridge the gap? The general challenges are that:
- For those who usually fly commercial, it might be hard to poach those people as customers, given that Magnifica Air will presumably not have a huge route network, and many travelers are brand loyal, and are on the status hamster wheel
- For those who usually fly private, the single biggest convenience is being able to fly the route you want to fly when you want to fly it, and that’s something a startup scheduled service operator will struggle with
- I’m a little confused by some of the claims the company is making, like that “our private terminals eliminate wait times and maximize comfort,” but how exactly does a Part 121 operator have its own private terminals, in practice?
I’m very excited to learn more, and I’m certainly rooting for Magnifica Air, and would love to see this concept succeed. I’ll be sure to provide more details as they’re made available.
Bottom line
Magnifica Air is the most interesting airline startup we’ve seen in the United States in a very long time. The airline hopes to launch in 2027 with a combination of A220s and A321neos, in an uber-premium configuration. The A220s will be in an all first class layout, while the A321neos will have flat beds, several private suites, and even an onboard bar.
It’s cool to see an airline startup trying something new, and I can’t wait to see how this plays out…
What do you make of the Magnifica Air concept?
If Aero is having trouble on a weight restricted Legacy from LA to Teterboro at $5,000 a seat, I don't know how MA will make it.
Bonjour,
I am extremely interested in learning more about your new startup. Could you please share additional details about the project, including pricing and development plans?
Bonjour,
Also, I’d love to know if there are any upcoming opportunities or routes planned for overseas expansion — particularly in Paris or London.
Please keep me updated on future announcements.
Habibou
Cheers
By 2027 a lot will be different in the US, I think people that can afford this level of service are likely already rent-a-jet customers. There is a small segment of the market that will have the disposable income for a deluxe experience like this & those wanting to share their airborne experience with others. Sounds like there is another rich Billionaire wanting to be a Millionaire.
You can't say premium/luxury with 2-2 seating. Needs to be 1-1.
The biggest reason I try to fly first is a seat with no one next to me. The rendering showed first class as 2x2. If another airline has a 1x2 first class, I'll take the single seat.
Flew on Midwest Express many, many years ago. Albeit a little worn (DC-9?), the leather seats, 2x2 layout, and a very nice F & B service made the flight enjoyable. When I first boarded, I noticed the flight attendants knew many of the passenger's first name. I was impressed! Later I learned ME was basically Kimberly Clark's private airline, and they regularly shuttled the same KC executives back and forth, along with some non-KC passengers...
Flew on Midwest Express many, many years ago. Albeit a little worn (DC-9?), the leather seats, 2x2 layout, and a very nice F & B service made the flight enjoyable. When I first boarded, I noticed the flight attendants knew many of the passenger's first name. I was impressed! Later I learned ME was basically Kimberly Clark's private airline, and they regularly shuttled the same KC executives back and forth, along with some non-KC passengers - lol! Best of luck to Magnifica.
While I wish everyone success, please keep us posted if they go public. In today's world the best way to make money is to bet against a bad idea. For example, played against Ceasars ent stock. Third tier player buying industry biggie never works.
The biggest issue facing a carrier like this is the competitive response. If they somehow overcome all of the hurdles and look to be promising and start to steal a bit of market share, then one or more of mainline competitors will develop some type of competitive response that will crush them.
Domestic is all about schedule. Long haul is more about comfort. I'm not clear why people who can afford this would place enough value on the difference between the proposed onboard experience and what they get with an existing carrier's first class.
Unless its all about the ground experience. If the plan to have a separate space in existing terminals and their own security so the experience is like what you get with Air...
Domestic is all about schedule. Long haul is more about comfort. I'm not clear why people who can afford this would place enough value on the difference between the proposed onboard experience and what they get with an existing carrier's first class.
Unless its all about the ground experience. If the plan to have a separate space in existing terminals and their own security so the experience is like what you get with Air France ie nearly private that would make it worthwhile.
People will pay if they can get to the airport shortly before departure and be whisked onto the plane and take that over frequency of service.
Perhaps even couple flights on arrival with shared Limos so the door to door experience is seamless and maybe you even make a couple of good business contact.
Netjet charters include outbound and inbound ground transport because their customers want someone to take care of getting to their final destination. If these guys take the responsibilty of just making your trip happen that could be attractive to people who can't afford or justify private.
Dead in the water. Will never get slots on big airports, doesn't have network for feeders, no direct aisle access, will not make any $ with miles for many years after start, open cabin might look nice on pictures empty but no walls/no dividers between seats and aisle in 2027 is not interesting.
I am questioning their "private suite" and "flat bed" renderings.
Is this what is really planned?
How many people is the suite meant for? 6? but then can't make seats into beds.
And the flat bed design: no direct aisle access?
A couple of questions in mind; I see the city list but it'll be interesting to see what airports they'll actually fly out of? I'm assuming it won't be LAX, DFW, ORD, etc. - maybe secondary or even tertiary airports that may have mini terminals or reduced travel/check in times? Also are they targeting high level business or loaded leisure travelers? Aside from loyalty the business travelers are more sensitive to flight schedules and M-Air...
A couple of questions in mind; I see the city list but it'll be interesting to see what airports they'll actually fly out of? I'm assuming it won't be LAX, DFW, ORD, etc. - maybe secondary or even tertiary airports that may have mini terminals or reduced travel/check in times? Also are they targeting high level business or loaded leisure travelers? Aside from loyalty the business travelers are more sensitive to flight schedules and M-Air won't be able to compete with the frequency that mainline carriers provide.
"There’s a new airline startup in the United States, and it’s unlike anything we’ve seen before in the country." - What was MGM Grand Air?
Doreen is a great lady and a legitimate airline veteran.
I wish them nothing but luck.
"Admittedly there’s a big market between a standard domestic first class product and private travel, but to what extent will this be able to bridge the gap?'
such a weird comment given that standard domestic first class is nothing more than international premium economy. first class in name only.
Remember MGM Grand air? Remember McLain air? Those are the first two better than first class airlines that I can remember that failed. The problem with this type of Airline is that people have mileage with other airlines that will get them much better travel outcomes. I give it 6 months tops if it actually gets off the ground.
Many of you are too young to remember but Legend Airlines already tried this ~50 seat all First class. It lasted a year.
This has no chance of surviving.
There was also MGM Grand air based out of LA and McLain Airlines based out of Phoenix. Of course they both failed too. I agree with you wholeheartedly.
I agree there is a domestic market for this product. I also believe there are ample deep-pocketed consumers who are ready, willing and able to walk away from the legacy carrier point and mile game. Be very careful on the routes selected, and on the degree of upscaleness. Except for perhaps an eastbound redeye transcontinental, there is no need for lie-flat. Or a lounge. Focus on F+ seating and exquisite service.
They'll never be able to steal people away from their frequent flyer programs that they've built up over the years. Every all first class airline that has ever tried to fly in the US has failed
They'll never be able to steal people away from their frequent flyer programs that they've built up over the years. Every all first class airline that has ever tried to fly in the US has failed
I hope they consider Las Vegas. Lots of opportunities for casinos to pick up the fares for these special flights.
I hope that's not the final livery.
The AI bubble will have burst and the US will be in recession by 2027.
Smacks of the same kind of late stage hubris as Maxjet and EOS launching at the height of the bubble just before the GFC to me…
2027? Friend, you’re not wrong, but, please note, for the poors, it’s always been a recession. This company’s target market ain’t them. It’s for the upper-middle-class, who think of themselves as temporarily ‘down-on-their-luck’ rich folk, who will splurge on lie-flat seats over mainline recliners.
I dont think the upper-middle class is flying Paid J, let alone what market segment this is going for.
This is upper class, period.
Well, maybe not in Mississippi, but in NYC, LAX, SFO, MIA, they are.
@Tom - agree wholeheartedly regarding Maxjet and a slew of other imitators from 20-25 odd years ago.
This has 'Chapter 7' written all over it.
Great idea
Doomed to failure
Reminds me of MGM Grand Air back in it's prime. Almost the same configuration (suites, all premium seating, a bar, private terminal and celebrities galore), just newer planes. Those were the days!
Wouldn't be surprised if this turns into an American version of Global Airlines.
Instead of promised cabin and a full livery, what you'll see may just be an ex-Korean Air A220 with all-economy cabin.
Wow, it's like La Compagnie, but US-based. Hope they actually make this a reality.
I love the concept, we'll see about the execution! But I'd certainly consider it at a modest premium to the current J pricing.
Somewhat interesting product, real question is where will their terminals be and what routes are they targeting. An elevated La Compagnie for JFK-LAX could make sense.
This was my first thought as well; it's La Compagnie, but less-baby-blue, more-tan. Bah!
Just like La Compagnie, IF it gets off the ground, its bound to fly from crappy airports like EWR or Orly. Forget lucrative routes.
Name, La Compagnie has decent lounges at both EWR and ORY. For access to NYC or Paris, it's actually quite convenient, some would say, better than JFK or CDG for getting into those cities.
Respect for finding a market segment that is unlikely to ever be captured by the mainline carriers. The market segment probably doesn't exist in a large enough scale, but respect nonetheless
Even if they operated just NYC-LAX, they could easily fill that plane. And, if they used the same 'frequent flyer' loophole as JSX is attempting at Teterboro, there's an angle as well... if the PANYNJ will allow it... how spicy!
They could probably make NYC-SFO work too. The pitfalls are deadly and numerous, though. It will need careful, experienced management, not irrational exuberance.
‘Irrational exuberance’ would be pitching the return of supersonic aviation… yeah, like, how’s Boom doing these days… psh.
Very true, but it would also be trying to leverage an early success between NY and LAX/SFO with aggressive expansion. That's a recipe for disaster.
Blake Scholl did the Shawn Ryan Show a few months ago and it sounds like they are making good progress.
What is that loophole?
Max, the loophole that JSX is exploiting, generally, is to offer a service resembling scheduled flights without adhering to the stricter safety and pilot requirements of major commercial carriers. Recall that JSX is certified as a public charter operator (Part 135) instead of a major commercial airline (Part 121). This allows it to operate from private terminals, use pilots with fewer flight hours, and bypass some TSA security procedures, all while selling seats individually like...
Max, the loophole that JSX is exploiting, generally, is to offer a service resembling scheduled flights without adhering to the stricter safety and pilot requirements of major commercial carriers. Recall that JSX is certified as a public charter operator (Part 135) instead of a major commercial airline (Part 121). This allows it to operate from private terminals, use pilots with fewer flight hours, and bypass some TSA security procedures, all while selling seats individually like a scheduled service.
Specific to Teterboro, JSX’s business model skirts the Port Authority of New York & New Jersey's (PANYNJ) rules against publicly advertised, scheduled flights at Teterboro. JSX operates as a public charter service that is advertised only to members of its "Club JSX" loyalty program, making flights appear on their website only when logged in, and does not publish timetables in public media. This allows JSX to use Teterboro's private terminals and bypass the regulations that apply to traditional scheduled airlines.
Gary Leff at VFTW had written about it recently as well.
Oh, and by the way, JSX did just start operating that route this month; I haven’t tried it yet, but am interested. It’s on FlightAware, JSX flight JSX1114, from Teterboro (TEB) to Fort Lauderdale (FXE), approximately 2 hours and 30 minutes. Wonder if any bloggers will review it.