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Short Waits Across Terminals on April 10

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An American Airlines Airbus A321-200 plane takes off from Los Angeles International airport (LAX) in Los Angeles, California, U.S. March 28, 2018.

LOS ANGELES — Travelers at Los Angeles International Airport enjoyed relatively smooth security screenings Friday, with TSA wait times averaging under 15 minutes at most checkpoints as passenger volume remained moderate and staffing held steady on April 10, 2026.

Official data from the LAX website and real-time trackers showed the Tom Bradley International Terminal (TBIT) reporting general boarding waits of 8 to 11 minutes and TSA PreCheck lanes clearing in 3 to 5 minutes as of late Thursday into early Friday. Other terminals, including the recently modernized Terminal B, posted similarly light lines during off-peak morning hours, offering a welcome contrast to peak-period backups that can stretch 30-45 minutes.

LAX, one of the world’s busiest airports handling more than 80 million passengers annually, operates nine terminals with multiple security checkpoints. Friday’s lighter traffic aligned with typical mid-spring patterns outside major holidays, allowing many travelers to move quickly from curbside to gates.

Airport officials noted that while conditions can change rapidly, current staffing levels and programs like TSA PreCheck, CLEAR and the now-concluded Fast Lane have helped stabilize flow. Travelers are still advised to arrive with ample buffer time, especially for international flights departing from TBIT.

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Historical patterns at LAX show clear peaks and valleys. Mornings from 7-9 a.m. and afternoons from 3-6 p.m. traditionally see the longest lines, sometimes exceeding 30 minutes. Off-peak windows — early mornings before 7 a.m. and evenings after 8 p.m. — frequently deliver waits of 10-15 minutes or less, matching Friday’s favorable reports.

Recent passenger feedback on social media and forums echoed the positive trend. Several travelers reported clearing security in under 10 minutes at various terminals, praising efficient staffing and improved layouts following years of modernization projects. “LAX TSA was shockingly quick today — under 8 minutes door to door,” one recent post noted.

The airport’s ongoing infrastructure upgrades have played a key role. Terminal renovations, expanded checkpoint space and better digital signage have reduced bottlenecks that once plagued LAX. Real-time wait time displays on the official flylax.com website and the MyTSA app help passengers choose optimal checkpoints.

TSA PreCheck continues delivering major time savings. Eligible passengers typically breeze through dedicated lanes in 3-5 minutes, while standard screening varies more widely. CLEAR biometric enrollment, available at multiple terminals, further accelerates the process for subscribers by handling identity verification upfront.

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For international travelers, TBIT remains the primary hub with its own security area. Friday’s data showed manageable lines there despite the terminal’s high volume of long-haul flights. Domestic terminals 1 through 8 and the newer Terminal B generally posted comparable or shorter waits.

Broader national TSA trends influence LAX operations. The agency has worked to address staffing challenges through recruitment and seasonal adjustments. While occasional surges still occur — particularly around holidays or major events — Friday represented a smoother day amid spring travel season.

Experts recommend several strategies for navigating LAX security efficiently. Download the MyTSA app for live updates. Enroll in TSA PreCheck or CLEAR if flying frequently. Pack liquids in compliant quart-size bags to avoid secondary screening. Use the airport’s website or flight apps for gate information and estimated walk times.

LAX’s reputation has improved significantly in recent years. Once notorious for long lines and outdated facilities, targeted investments have enhanced passenger experience. Efficient security contributes heavily to that progress, especially on days like Friday when operations align favorably.

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Looking ahead, travelers should monitor conditions closely. Weekends, spring break remnants and summer peaks can quickly increase volumes. Weather disruptions or flight delays often create cascading effects on security lines. Checking real-time data remains the best practice.

For those departing Friday, the shorter lines translated to less stress and more time to enjoy LAX’s improved amenities — from dining options and shopping to relaxation areas and art installations. Families, business travelers and tourists alike benefited from the efficient start to their journeys.

As operations continue throughout the day, officials will adjust staffing to match demand. The consistent message from LAX remains: verify wait times in real time, build in a safety buffer and prepare for variability even on seemingly ideal days.

Friday’s light security footprint served as a reminder that when passenger flow, staffing and timing align, LAX can deliver one of the more manageable experiences among major U.S. hubs. Travelers passing through today likely appreciated the rare gift of time saved at security before heading to their gates.

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North East lithium firm gets Government backing for feasibility study

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Weardale Lithium is hoping to extract the key material from brines under the North Pennines

Weardale Lithium has secured planning permission to build its lithium extraction facility at the former Eastgate cement works.

Weardale Lithium has secured planning permission to build its lithium extraction facility at the former Eastgate cement works.(Image: Weardale Lithium)

A bid to extract the key material of lithium from the ground beneath the North East has received a boost from the Government.

Weardale Lithium has secured grant funding through the Government’s DRIVE35 Scale-Up: Feasibility Studies competition, supporting the next phase of development at its geothermal lithium project in County Durham. The project aims to produce battery-grade lithium carbonate – a key material for the UK’s net zero ambitions – from geothermal groundwaters under the North Pennines, and could create between 20 and 50 jobs.

The grant funding will enable Weardale Lithium to undertake a £700,000 feasibility study to map its geothermal lithium-bearing brinefield within the North Pennine Orefield. The feasibility study represents an important step towards establishing a domestic source of battery-grade lithium carbonate, reducing reliance on imported raw materials and strengthening the resilience of the UK’s EV manufacturing base.

Stewart Dickson, CEO of Weardale Lithium, said: “Securing support through the DRIVE35 Scale-Up programme is an important milestone for Weardale Lithium and for the development of a secure, domestic lithium supply in the UK. This funding enables us to undertake critical subsurface mapping and technical analysis of our geothermal brine resource in County Durham, providing the data needed to inform commercial scale-up and future investment decisions.

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Stewart Dickson, CEO of Weardale Lithium

Stewart Dickson, CEO of Weardale Lithium(Image: Weardale Lithium)

“Our project aligns directly with the UK Critical Minerals Strategy and wider UK Battery Strategy. By developing low-carbon Direct Lithium Extraction integrated with on-site conversion to battery-grade lithium carbonate, we are positioning the North East at the forefront of the UK’s emerging

battery materials supply chain while creating high-value jobs and long-term economic benefits for the region.”

The grant to Weardale Lithium – which has planning permission for an extraction facility at Eastgate – is part of a wider investment package into the UK automotive industry.

Ian Constance, CEO of Advanced Propulsion Centre UK, said: “The projects announced today demonstrate the UK’s determination to lead the shift to zero-emission mobility. By facilitating the UK Government’s DRIVE35 grants, we are turning world-class innovation into industrial capability. With our partners in DBT and Innovate UK, we are backing manufacturers, empowering SMEs, and strengthening the UK’s sovereign supply chain.

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“This multi-million pound support package is more than an investment in technology; it is an investment in the people, skills, and companies that will define the future of clean transport. Together, we are building the foundations of a competitive, resilient, and sustainable automotive industry.”

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Dolce & Gabbana co-founder steps down as chair

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Dolce & Gabbana co-founder steps down as chair

The bold and sensual fashion house has been struggling with debt amidst a slowdown in global luxury spending.

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March 2026 CPI: Inflation surged as Iran war took a toll on consumer prices

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March 2026 CPI: Inflation surged as Iran war took a toll on consumer prices

This story on the March 2026 CPI inflation report is developing and will be updated with further details.

Inflation surged in March as consumer prices jumped amid the economic disruptions caused by the Iran war’s impact on the energy market.

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The Bureau of Labor Statistics on Friday said that the consumer price index (CPI) – a broad measure of how much everyday goods like gasoline, groceries and rent cost – rose 0.9% from a month ago and is 3.3% higher than last year. The annual figure jumped from last month’s 2.4% reading, while the monthly increase also rose markedly from last month’s 0.3% reading.

Expectations vs. reality

Both the 0.9% monthly increase and 3.3% annual rise were in line with the expectations of economists polled by LSEG.

So-called core prices, which exclude volatile measurements of gasoline and food to better assess price growth trends, were up 0.2% on a monthly basis and 2.6% from a year ago. Both of those figures were slightly cooler than economists’ predictions of 0.3% and 2.7%, respectively.

The core CPI figures were slightly hotter than February’s readings, which showed prices rose 0.2% on a monthly basis and 2.5% from the prior year.

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Economists have noted that inflation data from December 2025 through April 2026 will be affected due to data collection interruptions resulting from last fall’s 43-day government shutdown.

During the shutdown, the BLS wasn’t able to gather data and used a carry-forward methodology to make up for the lack of an October CPI report and missing data in November’s report. Economists say this is likely to impart a downward bias on inflation data until this spring, when fresh data will negate the discrepancy.

The cost of living breakdown

High inflation has created severe financial pressures in recent years for most U.S. households, which are forced to pay more for everyday necessities like food and rent. Price hikes are particularly difficult for lower-income Americans, because they tend to spend more of their already-stretched paychecks on necessities and have less flexibility to save.

Food prices were flat on a monthly basis in March, and were up 2.7% from a year ago. The food at home index declined 0.2% for the month and is up 1.9% over the last year, while the food away from home index is 3.8% higher than a year ago after a 0.2% increase on a monthly basis. 

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Meats, poultry and fish prices were down 0.5% for the month but remain 5.6% higher than a year ago. Beef and veal prices fell 0.6% in March and are 12.1% higher than last year. Egg prices continued to decline following an avian flu outbreak that impacted supply, with prices down 3.4% for the month and 44.7% from a year ago. The fruits and vegetables index rose 1% in March and is up 4% on an annual basis. 

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C.H. Guenther expands tortilla capabilities with acquisition

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C.H. Guenther expands tortilla capabilities with acquisition

Texas-based company acquires Les Aliments Mejicano.

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LyondellBasell: North America's Cost Advantage Is Just Getting Started

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LyondellBasell: North America's Cost Advantage Is Just Getting Started

LyondellBasell: North America's Cost Advantage Is Just Getting Started

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Retail Investors Face 50% Losses as Saba Capital Pressure Ends Green Trust

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Businesses are not required to have a petrol pump on their premises to claim refunds of VAT on fossil fuel expenses, why is it not the same for EV charging?

Thousands of small investors who piled into one of London’s best-known green investment vehicles are staring down the barrel of losses running well beyond 50 per cent, after the board of SDCL Efficiency Income Trust (SEIT) bowed to pressure from a New York activist and abandoned its rescue plan in favour of a managed wind-down.

The FTSE 250 trust, which has raised more than £1.1 billion from retail backers since its 2018 launch, confirmed today that it has shelved plans to convert itself into a conventional operating company and will instead begin selling off its portfolio of energy-efficiency assets.

SEIT becomes the latest London-listed trust to change course under the gaze of Saba Capital, the aggressive New York hedge fund run by Boaz Weinstein, which is understood to hold a stake of more than 10 per cent. Saba has built positions in dozens of British investment trusts over the past eighteen months, agitating for boards to be replaced and cash to be returned to shareholders.

For the army of private investors who subscribed to SEIT’s nine capital raisings between 2018 and 2022, the decision marks the bitter end of a story that once looked like a copper-bottomed route into the green transition. They were lured by an anticipated yield of 5 per cent or more at a time when base rates were on the floor, and placings were frequently several times oversubscribed. Their money went into projects ranging from rooftop solar arrays at Tesco supermarkets to electric-vehicle charging infrastructure and district heating schemes.

The trust’s fortunes reversed sharply once interest rates began their steep climb, and the market has grown increasingly sceptical about the values SEIT has placed on its unquoted holdings. The shares, which were issued at £1 or more, closed at 45p yesterday, a punishing 49 per cent discount to stated net asset value. If the portfolio is eventually liquidated anywhere close to recent market prices, the collective hit to shareholders could exceed £500 million.

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Tony Roper, SEIT’s chairman, said the board had held intensive talks with wealth managers, retail platforms and other large holders, and that the feedback had been clear. Many had expressed what he described as “a clear preference for liquidity” over the proposed run-on plan. Saba is believed to have been among those consulted.

The directors, he said, had “unanimously concluded” that a managed wind-down of the portfolio was now in the best interests of shareholders taken as a whole. Roper acknowledged the pain felt by loyal backers, saying the board was “acutely aware of the reduction in share price in recent years” and recognised the frustration and uncertainty that had caused.

The alternative on the table had been to delist the investment trust wrapper, retain the stock market listing as an ordinary trading company and carry on running the assets. Roper conceded that, in theory, such a route “could have created value significantly in excess of the current share price”, but said it carried meaningful execution risk that shareholders were unwilling to stomach.

SDCL, the manager founded and led by energy-efficiency evangelist Jonathan Maxwell, has agreed to what the trust described as minimised termination fees, a nod to the sensitivity around what retail backers might otherwise regard as rewards for failure.

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Analysts at Barclays said the activist presence on the shareholder register had made an orderly wind-down the more probable outcome all along. In their view, the shift “provides clearer line of sight to value realisation”, though they warned that the process would stretch out over an extended period and that disposal pricing remained a live risk.

There is already a cautionary data point. SEIT recently offloaded a batch of assets for £105 million, a 9 per cent discount to the value at which they had been carried in the books, a reminder that the private market for infrastructure assets remains sticky and that further haircuts are likely as the wind-down gathers pace.

The SEIT decision lands squarely within a broader assault by Saba on the £270 billion investment trust sector. Edinburgh Worldwide Investment Trust and Impax Environmental Markets are both midway through exit tender offers that their boards have argued are necessary to prevent ordinary shareholders being trapped in vehicles increasingly controlled by the American fund. Several other trusts have pre-emptively announced buybacks, continuation votes or strategic reviews in an attempt to keep Saba at bay.

For SME owners and retail savers who were encouraged to view specialist investment trusts as a low-drama way of backing the energy transition, the unravelling of SEIT is a sobering lesson. A yield that looks generous in a zero-rate world can evaporate quickly when gilts start paying 4 per cent, and unlisted infrastructure values that held up well on paper do not always survive contact with a real buyer. With Saba now a fixture on share registers from Leith Walk to Bishopsgate, more boards are likely to find themselves weighing whether to fight, fold or hand the cheque book back to investors.

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Amy Ingham

Amy is a newly qualified journalist specialising in business journalism at Business Matters with responsibility for news content for what is now the UK’s largest print and online source of current business news.

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US inflation jumps to highest level in almost two years

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US inflation jumps to highest level in almost two years

A surge in prices at the pump due to the Iran war has pushed the inflation rate to 3.3%.

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Trump Furious Over NATO ‘Betrayal’ as He Weighs Pulling US Troops From Europe in Major Rift

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US President Donald Trump announced a new raft of tariffs

WASHINGTON — President Donald Trump, seething over what he calls NATO allies’ failure to support U.S. efforts in the Iran conflict and stalled plans for Greenland, has discussed with advisers the possibility of withdrawing some American troops from Europe, a senior White House official said Thursday.

US President Donald Trump announced a new raft of tariffs
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The deliberations, reported first by Reuters, mark the latest escalation in trans-Atlantic tensions that have pushed the 77-year-old military alliance into one of its rockiest periods. No final decision has been made, and the Pentagon has not been tasked with concrete planning, but the mere discussion signals Trump’s deepening frustration with European partners he accuses of freeloading on American security guarantees while offering little in return during critical moments.

Trump’s anger boiled over after a tense White House meeting Wednesday with NATO Secretary General Mark Rutte. In an all-caps Truth Social post afterward, the president declared: “NATO WASN’T THERE WHEN WE NEEDED THEM, AND THEY WON’T BE THERE IF WE NEED THEM AGAIN. REMEMBER GREENLAND, THAT BIG, POORLY RUN, PIECE OF ICE!!!” He followed up Thursday by calling the alliance “very disappointing” and saying its members only respond to pressure.

The troop withdrawal idea would serve as a targeted punishment short of the full U.S. exit from NATO that Trump has repeatedly floated — a move that would require congressional approval and faces legal hurdles. Instead, officials are eyeing a realignment: pulling forces from countries viewed as “unhelpful,” such as Germany and Spain, and shifting them toward more supportive eastern flank nations like Poland, Romania, Lithuania and Greece, according to reports citing administration sources.

The United States currently stations roughly 84,000 troops across Europe, with major bases in Germany playing a central logistical role for operations from the Middle East to Africa. Any significant drawdown would reshape America’s forward military posture on the continent and send shockwaves through European capitals already grappling with Russia’s ongoing threat and energy security concerns.

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Roots of Trump’s Fury: Iran War and Hormuz

Trump’s latest grievances trace directly to the U.S.-Israeli military campaign against Iran that began in late February 2026. The conflict disrupted shipping through the Strait of Hormuz, a vital chokepoint for global oil and gas flows, sending energy prices soaring. European allies largely declined to commit naval forces to help reopen the waterway, a decision Trump branded as abandonment.

“They turned their backs on the American people,” White House press secretary Karoline Leavitt said ahead of the Rutte meeting. Trump has repeatedly labeled NATO a “paper tiger” and suggested in interviews that he is “absolutely” considering pulling the U.S. out of the alliance once the Iran situation stabilizes.

The Greenland issue adds another layer. Trump has long expressed interest in acquiring the Danish territory for strategic reasons, but progress has been nonexistent, further fueling his irritation with European partners.

A Strategy of Punishment Without Full Withdrawal

The troop repositioning plan, first detailed by The Wall Street Journal, stops short of a complete NATO exit but would still dramatically reduce Washington’s security commitments in western and central Europe. Countries with higher defense spending and quicker support during the Hormuz crisis could see increased U.S. presence, while others face base closures or force reductions.

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Defense analysts note that such a move would test NATO’s Article 5 collective defense pledge in practice, even if not formally abandoned. Eastern European nations, already wary of Russian aggression, have generally met or exceeded the 2% of GDP defense spending target that Trump has long demanded. Western European powers like Germany have increased spending in recent years but remain below what the president considers adequate.

NATO officials and European leaders responded with a mix of calm and concern. Rutte described his meeting with Trump as “very frank” and “very open,” acknowledging disagreements without elaborating. Poland and other frontline states urged unity, while Germany reaffirmed its commitment to the alliance. British Prime Minister Keir Starmer suggested Europe may need to strengthen intra-continental defense ties.

Congressional barriers could complicate any large-scale withdrawal. The National Defense Authorization Act includes provisions aimed at preventing sharp reductions in U.S. forces in Europe below certain thresholds, reflecting bipartisan support for maintaining the trans-Atlantic link.

Historical Echoes and Strategic Stakes

Trump’s threats echo his first term, when he repeatedly criticized NATO spending and briefly considered troop cuts from Germany. This time, the context is more volatile: a recent U.S.-Iran conflict, disrupted global energy markets and a NATO already strained by Russia’s war in Ukraine.

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European officials worry that any U.S. drawdown could embolden adversaries and force rapid, costly increases in their own defense budgets. Some have quietly begun contingency planning for greater European strategic autonomy, including joint procurement and enhanced EU defense initiatives.

For the Pentagon, repositioning tens of thousands of troops would involve enormous logistical challenges, base negotiations and potential strains on readiness. Supporters of Trump’s approach argue it finally forces Europe to shoulder more of the burden after decades of underinvestment.

Critics, including former national security officials, warn that signaling wavering U.S. commitment could weaken deterrence against Russia and China while damaging America’s global credibility.

What Comes Next

As of Friday, April 10, no orders for troop movements have been issued. White House officials emphasize that discussions remain internal and that Trump continues to use leverage to extract concessions on spending and burden-sharing.

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Trump is expected to keep pressure on allies in coming weeks, potentially tying future U.S. support to concrete actions on defense budgets and Hormuz-related cooperation.

The episode underscores the fragile state of trans-Atlantic relations in 2026. While NATO has survived previous Trump-era turbulence, the combination of the Iran conflict fallout and longstanding spending disputes has exposed deep fault lines.

For now, the president’s anger serves as both venting and negotiating tactic. Whether it leads to actual force reductions — or simply compels European capitals to boost contributions — will shape the alliance’s future for years to come.

European leaders face a delicate balancing act: responding to Trump’s demands without appearing to capitulate, while preparing for a security landscape with potentially less reliable American backing.

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As one senior European diplomat put it privately, “Pressure works with Trump, but permanent damage to trust could outlast any single administration.”

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Synergy investigating claims of data breach

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Synergy investigating claims of data breach

State-owned energy provider Synergy has launched an investigation into claims of a massive data breach allegedly involving over 900,000 sensitive document, including the personal records of customers.

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Private jet companies fight for high-spending customers at the Masters

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Private jet companies fight for high-spending customers at the Masters

Vista House, a private home in Westlake, Georgia, sponsored by Vista Global during the Masters.

Credit: VistaJet

A version of this article first appeared in CNBC’s Inside Wealth newsletter with Robert Frank, a weekly guide to the high-net-worth investor and consumer. Sign up to receive future editions, straight to your inbox.

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Private jet companies are rolling out the red carpet for their top clients at the Masters Tournament, as competition shifts from the air to the ground with lavish hospitality events and experiences.

Thousands of private jets are expected to fly in and out of Augusta, Georgia, and nearby airports for the Masters in the coming days, making it one of the most important events of the year. NetJets, the industry leader, expects more than 775 flights into and out of Augusta, marking a 35% to 40% increase from last year, the company said. Flexjet is projecting about 350 to 400 flights, and Vista projects over 20 flights a day.

“Demand is off the charts,” said Mike Silvestro, CEO of Flexjet. “The Masters is like nothing else.”

On the private jet calendar, Davos, the Super Bowl, Cannes, the Kentucky Derby, the Monaco Grand Prix and Art Basel all attract plenty of private jets and wealthy attendees. But the Masters has a unique combination of tens of thousands of well-heeled attendees and a full week of events, creating a constant flow of clients flying in and out.

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The swarm of Gulfstreams, Phenoms and Challengers is straining Augusta Regional Airport. Kenneth Hinkle, director of aviation services at the airport, said it had 3,294 flights last year and he expects an increase this year. The airport raised its “special event fee” this year by 25%, to between $150 and $4,000 per plane, depending on size, and expanded its jet parking area to accommodate 200 jets at a time.

The competition among private jet companies for landing slots, parking spaces and access to and from the terminal has grown so fierce that many companies have moved to nearby airports in Thomson, Georgia, or Aiken, South Carolina.

A photo rendering of NetJets’ new Augusta terminal.

Credit: Courtesy of NetJets

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The real battle however, begins after the jets land. Jet companies are renting out mansions to create branded pop-up clubs, hiring Michelin-star chefs and well-known mixologists, hosting nightly parties with the biggest names in golf, and vying to attract the top players and announcers as headliners. Many are even staging private concerts with Grammy-winning country stars. 

The spending is all part of a new race in the private jet business. 

Private jet flights hit an all-time record in 2025, with 3.9 million departures, up 34% from pre-Covid levels. Recent U.S. government shutdowns and airport delays have only increased demand, jet companies say.

“We want to stay connected with our customers beyond just when they’re the air with us,” said Pat Gallagher, President of NetJets. “We’re a world lifestyle business. We’re a luxury business. If somebody asks me what business I’m in, I don’t say I’m in the travel or aviation space. I’m in the hospitality business.”

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Longtime Masters fans say the hottest ticket of the week outside the Augusta National Golf Club is the NetJets Friday night party. NetJets won’t disclose any details on the location or entertainment for this year’s bash. But past parties have been hosted by sports commentator Jim Nantz and featured musical guests like Noah Kahan, Chris Stapleton and Zac Brown.

For the rest of the week, NetJets clients can use the brand’s hospitality venue to relax, grab a meal or drink, or hold a meeting. Some of NetJets’ more than 30 golf ambassadors who are playing at the Masters are also expected to pass through. Gallagher said the Masters is one of nearly 100 events a year now hosted by NetJets.

The company also just announced a new private jet terminal at Augusta Regional. The project, still under construction, includes 432,000 square feet of ramp space for jet parking.

“The number of jets that are parked on the [Augusta] runways, it’s like nothing you’ve ever seen from a from an aviation perspective,” Gallagher said.

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Vista Global will be hosting clients at Vista House, a private home in Westlake, Georgia, that will be transformed into a branded hospitality venue in its signature silver and red. It will have nightly dinners, entertainment and special appearances by Vista brand ambassadors Gary Player, Jon Rahm, Phil Mickelson and Patrick Reed.

Vista hosted its big welcoming party Wednesday night with a private concert. The company said the goal is to give Vista House the same brand feel of its planes, from flight attendants serving in their Moncler-designed uniforms, to Vista’s signature scent designed by Le Labo to its ever-popular Vista beach towels. Clients of VistaJet and XO — both owned by Vista Global — will get access to Vista House as well hospitality space at the Double Eagle Club, close to the Augusta National Golf Club.

Vista said some of its clients fly in from as far away as Japan, South Korea, Singapore, India and Brazil.

“I think the Masters, especially in the past five years, has become more pronounced for us,” said Leona Qi, president of VistaJet U.S. “It’s a place where our clients — the ultra-high-net-worth individuals and corporate executives — go to not just to watch the game, but to really connect with each other and get deals done. And to share the passion and the experience with each other.”

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Wheels Up will open the “Wheels Down Club” in Augusta, just a 10-minute walk from the entrance to Augusta National. The club, a temporary structure built around an existing home, will offer 11,000 square feet of hospitality space. Guests can valet their cars, get snacks and drinks in between rounds and check in their phones (a prized service since no cellphones are allowed on the course).

Wheels Up is running a “Wheels Down Club,” just a 10-minute walk from the entrance to Augusta National at the Masters.

Credit: Wheels Up

Wheels Up, now controlled by Delta Air Lines, expects to host 600 guests a day at the club. Big names on the program include Delta CEO Ed Bastian; Eric Kutcher, the North America chair of McKinsey & Co.; and Apple executive Eddy Cue, along with pro golfers. Chef José Andrés will host a “Jamon and Caviar” tasting and mixologist Tyler Zielinski will be making his signature “tiny cocktails.”

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“The Masters has really become our tentpole event,” said Kristen Lauria, chief marketing officer for Wheels Up. “Whether it’s for members, whether it’s for prospects, or whether it’s for our partners who entertain their clients on the ground, it’s becoming bigger and bigger and bigger.”

Lauria said Wheels Down events will continue to expand into other sports, like tennis, equestrian and motorsports, as well as culinary and luxury lifestyle events. She said the clubs also help attract new clients who come in as guests of existing members.

“As I look at different ways to create demand, it’s really about going to where our customers are and where our members are,” she said. “Time is of the essence for our members. So showing up where they’re already going or where they’re planning to be, is a return in and of itself.”

Flexjet is taking a different approach. Rather than joining the spending spree of pop-up clubs and parties, the fractional jet company says it’s focused solely on its core business of getting clients to and from the event.

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With Augusta Regional Airport highly congested during Masters week, Flexjet decided this year to move its operations to the Thomson-McDuffie Regional Airport in Thomson, Georgia. The airport is a short drive to the course at Augusta, is closer to the areas where attendees usually stay, and will allow Flexjet clients to get in and out quickly.

“The infrastructure in Augusta is taxed,” Silvestro said. “We’re trying to stay ahead of the curve and have the experience that we deliver to our customers be as seamless and stress-free as possible.”

Silvestro said clients will have an exclusive executive area at Thomson and can be picked up and dropped off right in front of their planes. He said the Masters has become so oversaturated with parties and events that Flexjet’s clients already have too many events to choose from.

“I shake my head at some of the hospitality extravagances from some of the people that are operating our space,” he said. “We see people doing certain things in and around our space that don’t make a lot of sense to us.”

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