History
Indigo—or "individuals on the go," for the first time allowed individual travelers the ability to reserve and purchase a single seat on a traditional corporate or business jet which then flew a "scheduled" flight like a traditional airline. Prior to Indigo the only business-jet service available to consumers consisted of jet ownership or charter, both expensive alternatives to regular airline travel. Indigo is regarded as the originator of two new categories of corporate jet air travel service: per seat, high frequency and the public or commercial corporate jet.
Indigo priced its service between its first city pair Chicago and New York City close to a so-called unrestricted coach fare. This allowed travelers an affordable travel option while greatly expanding Indigo's addressable market, growth potential and investment thesis. The venture was backed exclusively by the American Express Corporation which owned approximately 12% of Indigo's capital structure. Former American Express CEO Harvey Golub, now Chairman of Sentient Jet, spearheaded and directed the Indigo investment opportunity and exclusive marketing agreement.
Indigo's inventory was marketed and sold through American Express Travel Related Services as well as through the American Express Platinum Card program. Indigo was the first business jet airline to list its seat inventory in major Global Distribution Systems such as Sabre and Apollo, under the carrier code "I9" which allowed travel agents easy access to Indigo's services. The Indigo project was also supported by management consultants McKinsey & Company and was additionally advised by corporate identity firm Interbrand (an Omnicom company), public accountants and business advisors Arthur Anderson, public relations firm The Dilenschneider Group and investment bank and financial advisory firm Merrill Lynch & Company.
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