Luis Garcia
Founder & Principal, Jet Merchants
THE MISSION: “Actual Intelligence”
He founded Jet Merchants on the belief that private aviation is not a commodity; it is a complex, high-stakes investment that requires a dedicated advocate who looks out for your interest and well-being. Having personally served 1,000+ families across various aviation programs and facilitated more than $750 Million in career sales, Luis knows that “one size fits all” is a myth.
The Journey: From the Ground Up
That operational grit fueled his transition to Starbase Jet, where he spent nearly a decade helping build the company from a startup into a major national player. As Senior Vice President, Luis was an architect of growth, helping pioneer one of the industry’s first true “floating fleet” models. By strategically deploying Citation Xs, Lear 60s, and Legacy 600s, he established Starbase as a critical wholesale provider to industry titans like NetJets, Flexjet, and Sentient. When combined with the retail charter and Jet Card programs he developed, Luis drove over $400 Million in total sales. From importing the first private jets from China (via a partnership with Deer Jet) to managing world tours for rock legends like Mötley Crüe, Luis learned exactly what it takes to execute a flawless mission.
In 2015, Luis was recruited to WHEELS UP (NYSE: UP) to launch and expand their presence in the Gulf Coast region. Over a nine-year tenure, he quickly ascended from a top-producing executive to SVP Sales Manager. Beyond the numbers, Luis became a central resource for the company, providing competitive insights to the sales force and serving as a key liaison for the Wealth Management vertical, where he kept partners abreast of complex market trends. His portfolio also included managing travel solutions for major university athletic departments.
Bernstein
Bessemer Trust
Edward Jones
Goldman Sachs
JP Morgan Chase
Merrill Lynch/BofA
Morgan Stanley
Northern Trust
Northwestern Mutual
RBC
Rockefeller Family Office
Stifel
Tiger 21
Truist
UBS
Most recently, Luis served as EVP of Sales for Volato, where he led fractional sales for the HondaJet and Gulfstream G280 fleets prior to the company’s absorption by FlyExclusive (NYSE: FLYX). Having remained a top producer through major acquisitions by Delta Air Lines and FlyExclusive, Luis gained a rare, insider view of how large fleet operators function—and most importantly, where they often fall short for the individual flyer.
PHILOSOPHY: Old World Service, New World Technology
His approach blends the best of “Old School” values with cutting-edge efficiency. In an era of faceless transactions, Luis believes in the handshake—where you do what you say, you shoot people straight, and integrity is the bottom line. He treats his clients exactly the way he wants to be treated: with responsiveness (7 days a week), proactive communication, and an obsessive attention to detail. This “Golden Rule” mentality is evidenced by his loyal client base and the regular referrals he receives from those who trust him to have their back.
However, this old-fashioned service is powered by New World Technology. Luis leverages a proprietary sourcing platform that pulls real-time pricing from key providers, ensuring you never overpay. He maintains robust, up-to-date databases and deep operator relationships that allow him to secure aircraft worldwide—often with as little as 4 hours’ notice. But speed means nothing without security. Luis provides institutional-level consumer protection, ensuring client funds are held in FDIC-insured banks and offering easy, transparent payment transactions.
THE PERSON: Off Duty
When he isn’t sourcing ASAP charters or negotiating aircraft leases, Luis resides in Houston, Texas, where family is the priority. He is the proud husband of Tracie, a yoga instructor and aerialist, and father to Gavin, a talented artist and athlete who keeps the family busy with fitness, boxing, and middle school football.
Connect with Luis to discuss your travel needs, goals, and to simply be heard
