The market for bespoke and boutique business travel is growing, and Sino Jet Group, a subsidiary of Geostar, is quickly tapping the changing travel habits of China’s elite. Set up in 2015, Geostar markets itself as “China Entrepreneurs Flying Club” that specializes in highly personalized and "once-in-a-lifetime" trips.

According to the company, Geostar currently serves around 2,000 individuals, and in the last two years, the number has increased significantly as Geostar grows in recognition and popularity.

“China’s rich list is growing. The country’s most affluent consumers have created a demand for highly specialized travel services. These clients use business jets to gain access to previously inaccessible parts of the world. They use companies such as Geostar to obtain specialist travel guidance to unusual destinations while leveraging that platform to network with China’s elite. The combination of niche travel, business jets, and elite networking provides a special circle that would otherwise be very difficult to access. This is attractive to Chinese customers,” said a Geostar spokeswoman.

The company provides services ranging from driving across the Sahara Desert to exploring the islands of the Pacific to trekking in Antarctica and has three Embraer Legacy 650s available. Geostar added that it is possible to partner with parent company Sino Jet for other jet options.

“China’s consumer base is becoming more discerning. Unlike the 'gold-rush' days, ostentatious displays of wealth are less prevalent. Discreet, personalized and exclusive services and products are growing in popularity," she added.

Geostar is also brand partners with hospitality groups, medical wellness services and lifestyle brands like Hublot, Hermes, Jaeger-LeCoultre to give its clients access to privileges while traveling. The spokeswoman added that the company hopes to further expand its base of strategic and brand partners, enabling it to evolve the suite of services and increase personalization options.