What happens when Honda partners with an established private jet operator to build a fractional ownership program? Preston Holland and Jessie Naor sit down with Curtis Edenfield of Thrive Aviation at NBAA-BACE 2026 to unpack the partnership and why it’s about more than adding HondaJets to the fleet.

Curtis shares how Honda approached Thrive, what went into the extensive due diligence process, and how the companies are building a new fractional offering around the HondaJet and Challenger 3500. He explains why Thrive plans to start with a regional, West Coast operation, prioritize operational efficiency, and grow deliberately rather than chase nationwide scale from day one.

The conversation also explores the economics of light jets, the pressures of high aircraft utilization, and how Thrive’s fractional, core charter, and managed fleets fit into its long-term strategy. Plus, Curtis weighs in on industry consolidation, improving supply chains, and the customer requests that keep private aviation interesting, from elaborate fast-food orders to the price of smoking onboard.

Thank you to Leviate Air Group, the presenting sponsor of The VIP Seat’s Beyond the Booth series from NBAA-BACE 2026, for making these conversations possible. Explore their aircraft charter, sales, management, and advisory services at leviateair.com.

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