Sir Richard Branson, who created a network of over 300 Virgin brands, from music labels, a new low-cost U.S.-based airline, and a space travel operator, is now taking on private jet travel with his newest endeavor, Virgin Charter, launching early next year. The company is aiming to increase competition among the 2,500 existing private jet charter operators all without requiring Virgin Charter to own or operate a single plane.

Instead the company will function as an online marketplace that matches passengers with private charter flights. Virgin Charter CEO, Scott Duffy, a former employee of charter brokerage Blue Star Jets, said he immediately saw an opportunity to re-vamp slow brokerage booking with a seamless online experience. “After my first month at Blue Star, I started to see a better way to book these flights,” said Duffy. “I wanted to manage the entire operation online.”

Who’s behind the technology

Duffy tapped former NASA and Google engineers to create software that will create an easy to navigate web and private plane booking system for clients. “At our core we’re a technology company,” said Brian Pope, Virgin Charter’s chief marketing officer, noting that the company is hoping to transform private jet travel the way that online travel agent Expedia altered commercial airline travel.

Companies like CharterX and Connect-A-Jet have already aggregated private jet charter operators online, but Duffy hopes that Virgin Charter will distinguish itself from competitors with increased private flyer feedback. Consumers should expect user reviews and ratings, features currently lacking among other online charter marketplaces. It will also roll out an independent rating system. Virgin Charter, said Duffy, “will be working with J.D. Power to create a charter quality standard. It will be like a Zagat guide for jet consumers.” Ratings are expected to be integrated in February, after the site is complete with its beta-testing.

Conversely, operators can rate their clients on Virgin Charter’s site. “Buyers and sellers are seeing the same data,” said Duffy. “We see this as an important step towards full transparency.”

Helium Report outlines more charter aviation details and due diligence in the Decision Guide to Private Jet Travel.