“Premium means taking responsibility”
Interview with Sanne Trabold, Chief Operating Officer of BHS Aviation GmbH
In premium business aviation, getting passengers safely from A to B is only the starting point. Aircraft owners and charter customers increasingly expect seamless organization, complete discretion and service tailored to their individual needs. Delivering this level of quality demands more than operational excellence. It requires trust, attention to detail, reliable partnerships and a genuine commitment to customer care at every stage of the journey. This philosophy shapes the work of BHS Aviation GmbH, based in Bamberg, Germany. Since joining the company as Chief Operating Officer in 2025, Sanne Trabold has sharpened BHS Aviation’s premium focus on aircraft management and charter services.
European Business: Ms. Trabold, Premium business aviation is often associated with luxury. How do you define premium at BHS Aviation?
Sanne Trabold: For us, premium is defined not so much by luxury as by trust, attention to detail, professionalism and sincere hospitality. In business aviation, customers place valuable assets and highly personal travel arrangements in our hands. That is a responsibility we take very seriously. Our role is to combine operational excellence with individual care, turning professional service into a premium experience.
European Business: BHS Aviation has undergone significant changes in recent years. Which milestones have shaped the company?
Sanne Trabold: BHS Aviation began as a helicopter operator in Bamberg and has continuously expanded its capabilities over the years. Important milestones include the acquisition of DC Aviation Switzerland’s helicopter business, the development of our own AOC and CAMO capabilities and, most recently, the transfer of the fixed-wing AOC to Germany. Each of these steps has strengthened our expertise and enabled us to further refine our premium positioning. Rather than changing who we are, they have laid the foundation for the next stage of our development.
European Business: Your services extend far beyond charter flights. What does your portfolio include?
Sanne Trabold: Today, aircraft management is at the heart of our business. We support owners throughout the entire lifecycle of an aircraft, from selecting and purchasing the right aircraft to regulatory compliance, maintenance, crew management, charter operations and day-to-day administration. Our aim is to manage all operational aspects efficiently and reliably, allowing owners to focus on flying. In addition, we provide exclusive business jet and helicopter charter services as well as handling solutions. One of our strengths is the ability to combine fixed-wing aircraft and helicopters, allowing customers to cover long distances by jet and complete the final stage of their journey by helicopter, saving valuable time.
European Business: You joined BHS Aviation as Chief Operating Officer in 2025. What are your priorities today?
Sanne Trabold: My objective is not to reinvent the company but to refine what makes us successful. We are reviewing processes, strengthening digitalization where it adds value and creating the structures required for a reliable 24/7 operation. Technology provides the foundation, but ultimately it is our people who make the difference. We have an exceptionally dedicated and highly competent team, and my priority is to provide them with the environment, resources and support they need to deliver outstanding service every single day.
European Business: BHS Aviation deliberately remains a relatively small organization. Why is this an advantage?
Sanne Trabold: Our size allows us to remain flexible and close to our customers. We believe in selective growth that never compromises quality. A smaller organization allows us to respond quickly, make decisions efficiently and build genuine relationships with our customers. That is particularly important in business aviation, where trust is the foundation of every successful partnership.
European Business: Looking ahead, where do you see the greatest opportunities for BHS Aviation?
Sanne Trabold: We see growing demand for premium aircraft management and personalized charter services. Business aviation is becoming increasingly
attractive for customers who value privacy, security and flexibility. At the same time, expectations continue to rise. Professionalism is essential, but friendliness without authenticity may come across as arrogance. Our goal is that customers leave not only satisfied, but with a genuinely warm feeling.
European Business: How do you bring this philosophy to life in your day-to-day customer relationships?
Sanne Trabold: It is often the small details that customers remember most. I like to compare it to returning to a hotel where people know your preferences without being intrusive. Some customers appreciate a personal conversation, while others simply value the reassurance that everything has been prepared exactly as they expect it. That level of attention cannot be standardized. It comes from listening carefully, understanding individual needs and creating an atmosphere in which customers feel genuinely cared for.