Leona Qi, president of VistaJet US, based in New York City, is part of a very small group of women who hold C-Suite positions in the private jet world: just 14 percent.
Under her leadership, the U.S. unit of Malta-based VistaJet has seen a 29 percent increase in new members and double-digit year-over-year growth in its North American customer base, the biggest and fastest-growing market in business aviation.
Qi spoke with Women in Leadership about how she’s achieving her goals, how she feels about being the rare woman at the top of private aviation and what she tells her daughters about their ambitions.
Tell us the secrets to your success.
VistaJet’s growth in North America is a direct result of our team’s commitment to our clients and our strategic vision. When I took over the U.S. market in 2018, we had a relatively small presence with about 20 aircraft. Entering such a mature market—with deeply entrenched competitors—was both a challenge and an opportunity.
We were seen as a niche player, but saw a path to scale. First, we strengthened our fleet through strategic acquisitions, starting with XOJET in 2018, which immediately expanded our footprint and capabilities. The acquisition of Jet Edge during Covid further accelerated our growth, adding more aircraft and giving us the capacity to serve a broader clientele.
Second, we focused on consistency. High-net-worth individuals and business leaders demand reliability, safety and a world-class service no matter where they fly. VistaJet has built a reputation for delivering exactly that, whether in New York, Los Angeles, London or Abu Dhabi. Our ability to provide the same exceptional service and connectivity globally has been key to winning trust and market share.
Finally, our success stems from adapting to the unique demands of the U.S. market. Deals happen faster here, and expectations are higher. Understanding and responding to these nuances has shaped our strategy, how we structure our teams and how we engage with our clients.
You are part of a very small group of women who hold C-Suite positions in the private jet world. What’s that like?
It is both a privilege and a responsibility. But honestly, I’ve never let being in the minority define my approach. My background is in finance—I studied financial engineering at Princeton and spent years on Wall Street—so I’m used to working in male-dominated environments.
What has always mattered to me is performance, not perception. If you want to lead and succeed, you have to work hard—there’s no shortcut. I tell my daughters and my team: Don’t let stereotypes dictate your ambitions. Stay persistent and focused.
You and your team are creating opportunities for women in aviation—VistaJet surpasses industry standards. In fact, women make up over 40 percent of your employees. How have you been able to do that?
At VistaJet, our approach to hiring is simple: We focus on talent, passion and capability. The fact that 40 percent of our workforce is made up of women isn’t the result of a specific quota—it’s a testament to the fact that when you hire the best people, diversity follows naturally.
Aviation is often thought of in terms of pilots and flight crew, where traditionally, women have been underrepresented. But private aviation includes roles in research, marketing, sales, engineering, client services, private dining and IT.
What advice to you have for aspiring young women professionals in the industry?
My biggest advice for young women entering this industry is to understand the power of a strong team and network. Surround yourself with people who inspire you, and don’t be afraid to take on challenges that push you outside of your comfort zone.
Aviation is a fast-paced, 24/7 business. You need to be agile, entrepreneurial and comfortable with constant demand. You don’t need prior aviation experience to excel here—you just need passion, a strong work ethic, and the ability to think quickly and adapt.
