rampstyle #29

Every Minute Counts: A conversation with VistaJet-CMO Matteo Atti

When it comes to brand experiences, especially in the luxury sector, people like to talk about the customer journey. But what exactly is this customer journey? A good person to ask is Matteo Atti. After all, his job is all about sending people on a journey – by private jet.

  • Interview
    Michael Köckritz
  • Fotos
    VistaJet

Silver metallic with a red stripe: VistaJet has chosen a distinctive look for its planes. The company was founded by Swiss entrepreneur Thomas Flohr. In the early 2000s, as an occasional user of the charter market, Flohr noticed that there was plenty of room for improvement in the private aviation sector in terms of brand consistency and customer service. His answer: he bought a plane of his own, gave it an eye-catching design, and put the focus entirely on service. That starts with fully equipped business suites and goes all the way to cozy family suites served by cabin hosts. His employees aren’t just any service staff, but have been trained by the British Butler Institute, MedAire, Norland College and the Wine & Spirit Education Trust. Today VistaJet has one of the largest private jet fleets in the world, with more than 360 aircraft.

Presenting the company’s luxury expertise to the public is the job of Matteo Atti. In addition to his duties as chief marketing officer at VistaJet and its parent company Vista Global, he also teaches at the International University of Monaco as Professor of Luxury Business Development, the only department of its kind in the world.

»Gone are the days of hunting for highlights, checking off vacation destinations and just skimming the surface.«
Matteo Atti
Mr. Atti, what is luxury? Can you describe the essential features of luxury from your point of view?

Everything I have seen, collected, learned and observed about this industry points to one conclusion: luxury means freedom. The freedom to have the best choices available to me, and the freedom to select from the best of the best the one thing that meets my needs or desires and makes me feel good. Looking at trends, it’s important to recognize that, more than ever, consumers are looking for high, intrinsic value these days – and that goes far beyond price.

Luxury is often perceived negatively in the overall public debate. Why is that? Is it a cultural phenomenon, a national one, or perhaps even market-specific?

I get the feeling that some people don’t understand the main purpose of companies: to create exceptional products and services. It’s not about being servants to the rich; our passion is to design something potentially priceless – a privilege that requires absolute care, time and energy.

»The way a brand launches a new product or concept today takes us back to the days of telling stories around the campfire, sharing experiences and expanding our knowledge.«
Matteo Atti
Is priceless the same as timeless?

Of course, there are luxury products that take you back in time. As with a picture, these products can stop time and take the form of a specific moment in life. When that happens, it can take your breath away in the present and in the future. And that is the exact definition of timeless.

Does that mean that luxury brands have a guaranteed future?

Unfortunately, it’s not that simple. Luxury companies currently face the question of how to stay relevant to the next generation. According to the latest study by Bain and Altagamma, Millennials and Generation Z were responsible for all of the growth in the global luxury market in 2022. And luxury spending by Generation Z and Alpha is expected to grow three times more quickly than that of other generations by 2030. The current spate of brand collaborations shows just how important these younger groups are to luxury companies. Partnerships with streetwear, sportswear and luxury brands have become commonplace: Gucci working with Palace, Dior with ERL, Louis Vuitton with Nike – to name just three. There are definitely mixed reactions to this, which should be a gentle reminder to luxury brands to keep an eye on the risk of brand dilution and customer fatigue when going all out.

(...)

→ read the full interview in rampstyle #29.
Michael Köckritz

Michael Köckritz

Editor in Chief
As a journalist, author, artist and media maker, Michael Köckritz succeeds time and again in creating both attention-grabbing and sustainably stimulating impulses in the context of contemporary and future topics as well as lifestyle and luxury worlds. As publisher and editor-in-chief, he has realised a whole series of book and lifestyle magazine formats that have regularly won numerous national and international awards over the years. The car culture magazine ramp, the men's lifestyle magazine rampstyle and the design magazine ramp.design are published internationally and are considered style-setting.

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