Come fly
with me
A NEW CONCEPT HAS BEEN LAUNCHED IN THE UK AT
BLUEWATER THAT PROMISES TO ANSWER THE DREAMS OF
ANYONE WHO HAS EVER YEARNED TO TAKE THE CONTROLS OF
A JET LINER. WOLFRAM A SCHLEUTER, CHAIRMAN OF IPILOT,
TAKES US THROUGH THE PRE-FLIGHT CHECKLIST…
I
f you have ever wanted to take
control of a jet aircraft, navigate
the skies and fly to and from the
world’s most famous airports,
here’s your chance. iPilot offers the
chance of a lifetime: flight simulator
experience at affordable prices and
with no experience required.
The company enables everyday
people to take control of an
aeroplane in a simulation that is so
real that pilots can train in them.
24 RETAIL & LEISURE INTERNATIONAL SEPTEMBER 2009
Under the guidance of its instructors,
customers experience the very real
sensation of what it is like to be in
command of a real jet.
Prices start at just £69 and
customers can from and to over 500
airports, such as London to Paris,
Prague to Vienna or Munich to
Innsbruck for an approach into the
Tyrol Mountains. Alternatively, how
about the unforgettable Airport of St
Maarten in the Caribbean or the
ultimate approach into Hong Kong’s
Kai Tak Airport?
iPilot launched its concept in the
UK in June at the Bluewater Shopping
Centre in Kent. When first
approached, Bluewater instantly saw
the potential of the concept and was
very keen and supportive. It was also
a perfect fit for iPilot’s strategy to
capture the south east of England
and the London area.
“Initial reactions to the concept
were very mixed indeed,” says
Wolfram A Schleuter, Chairman of
iPilot. “Some centres immediately
saw the potential and wanted to be
the first in Europe to feature a
simulator whilst others were less
impressed, especially some of the
agents who gave us quite negative
feedback. It all changed when we
talked to the actual operators of the
malls and since we opened, all of the
main UK centres have contacted or
visited us to get involved.”
Of course, flight simulators are
traditionally located at remote
industrial areas near airports and are
mainly used for pilot training as well
as the occasional flight experience
offering. However, iPilot is looking to
bring this product to areas with much
higher footfall and the potential for
creating an interest, whilst increasing
Of course, it helps that this is a
fascinating concept: “I have done
some flight Simulator Experience
flight myself and loved the buzz of
the experience,” he says. “I came out
of the simulator with a big smile on
my face and thought that this would
be a great product to make available
visibility and appeal. “As most of our
customers are woman buying this as a
gift for partners, husbands and
boyfriends, shopping malls are the ideal
environment for us,” says Schleuter.
“Most things have been done in
retail, but having a flight simulator in
shopping malls creates a real buzz.
Men are especially excited about our
product and it certainly helps to bring
more of them into the shopping
centre environment.”
The Bluewater location was designed
by SJT Associates and the fit-out was
undertaken by Cumberland.
WOLFRAM A
SCHLEUTER
to a wider audience.”
Once the idea was born it took
Schleuter just ten months from
conceptualisation to the first opening.
iPilot has a shortlist of three
locations – London, Milton Keynes
and Manchester – and is hoping to
make an announcement on new
openings shortly.
“Our business plan for the next three
years sees us opening ten stores in the
UK and Europe,” explains Schleuter.
“We are also looking to expand into
Dubai, Bahrain and Qatar.
“In some areas these will be owned
and operated stores but we also
looking for master franchisees to
develop areas where we cannot be
present or do not understand the
market well enough.”
It is true that the company’s offer is
very much a treat and market research
shows that 70 per cent of men are
dreaming of flying a big jet; iPilot is
bringing the price point down
considerably for the experience. Airlines
charge anything up to £600 for a onehour flight, whilst iPilot’s experiences
start at £69 for 20-minute flights
including a fully qualified Pilot next to
you showing you how to take off, land
and fly a 737.
“We have been very happy with the
response to our product and are
ahead of budget in terms of bookings
and sales,” continues Schleuter.
“Especially on weekends, when we
sometimes have 20 people in front of
the store, watching the action in the
cockpit. It creates a real buzz
and excitement.
“It’s difficult to rave about the
product until you have your hands on
the controls of our 737 – I still get a
thrill out of it, landing at Hong Kong Kai
Take or Antigua or at Heathrow, my
favourite international airport, it’s very
exciting,” he says. “And the most
satisfying part is that all our customers
are very excited after their flight; our
guest book feedback regularly reads:
‘brilliant fun’, ‘bloody marvellous’, ‘fab’
and ‘best experience ever’.
SEPTEMBER 2009 RETAIL & LEISURE INTERNATIONAL 25