Are business aircraft airshows dying? |

For many years, the National Business Aircraft Association (NBAA) hosted annual airshows in the United States and worldwide, providing a marketing opportunity for business jet makers, suppliers, and other players who support and enable the industry. After decades of ever-larger shows, the industry is experiencing a pullback in the wake of environmental demonstrations last year.Gulfstream and Bombardier announced neither company will participate in the European Business Aircraft Conference and Exhibition (EBACE) in Geneva in May 2024. This is the same show that experienced environmental protests in May 2023, during which protesters chained themselves to aircraft at the static display and disrupted events. Gulfstream did not participate in the NBAA show in Las Vegas in October last year, citing a re-thinking of the marketing effectiveness of participating at these airshows. That perception is growing, as Bombardier has also chosen not to participate in the EBACE show in 2024. That brings up several questions: Are airshows effective for marketing and networking? Are airshows environmentally effective? Did the environmental protestors win with Gulfstream’s and Bombardier’s absence? Are airshows effective for marketing and networking?The major benefit of airshows is that they bring all key players together in one location. This enables visitors to compare aircraft, find virtually anyone in the industry they need, and network for follow-up after the show. With tens of thousands of participants, including potential customers, they have traditionally been a source of lead generation for the industry.With thousands of attendees and only a hundred or two customers following through to purchase aircraft each year, the effectiveness of an air show for finding customers has come into question. Gulfstream and Bombardier compete at the top of the business jet market, with their largest models in the $75 million range. Their market is one-tenth of one percent of the wealthiest individuals and major corporations, whom their marketing people can easily identify and target. Will not be at the airshow hurt? It does not appear to have slowed Gulfstream, who don’t need to fly airplanes and executives to Europe, entertain potential customers at the show, and can save the high costs of participating in these shows. They will use those savings to target key potential customers.Are airshows environmentally effective?This cuts both ways. From a potential or existing customer, an airshow brings the industry together under one roof, enabling multiple meetings with suppliers, MROs, FBOs, engine manufacturers, and OEMs. That is environmentally effective, eliminating multiple trips to various locations and reducing emissions. But putting on a show requires airplanes to fly long distances, whether in Geneva, Dubai, or Las Vegas, and those flights have emissions, as do the emissions of the thousands of participants flying to the airshow. A major airshow burns a lot of JetA, mainly if potential customers take demonstration flights.The net result is a mixed bag. Attending in one place, rather than flying to many, reduces emissions, but the emissions from the show and attending it are significant.Did the environmentalists win with Gulfstream’s and Bombardier’s absence?This is also a mixed bag. On the surface, the two largest players in the business in terms of revenues are skipping the show this year. In 2023, these two players generated 55.4% of general aviation revenues, including business jets, turboprops, and piston aircraft. Having these two significant players not attend will be viewed as a critical win for environmentalists. Last year they did some serious damage at EBACE.But will their absence have an effect? The answer is no, as Gulfstream and Bombardier will switch from this venue to other forms of marketing to meet their customers. With each company having revenues close to $7 billion annually, they have the resources to target potential customers and tailor demonstration flights to their needs. After calculating the show's costs and benefits, Gulfstream decided that other approaches are more cost-effective. Bombardier has now reached the same conclusion. The environmentalists are winning by diluting the content of the airshow, but that won’t stop the high demand and backlogs for business jets. In the process, the environmental protestors may have just made the business jet manufacturers more profitable and effective in marketing by tailoring their approach to individual potential customers.

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