Discovery Flights: Necessary Evil or Significant Opportunity?
By Doug Abramowitz
Many people that live close to general aviation airports are unaware that they can get into the cockpit and experience the thrill of flying an aircraft with an instructor—no prior experience required. On the other hand, the public overall is quite interested in aviation and airplanes. This gap between awareness and interest represents a real opportunity for flight schools to introduce more people to aviation.
From a business perspective, discovery flights should be viewed as more than just a chance to hook a new student pilot—they're a valuable product in their own right and an excellent way to generate long-term business. Not everyone who takes a discovery flight will go on to become a licensed pilot, and that’s okay. The goal is to provide an excellent experience to everyone, regardless of whether they continue flight training, while ensuring the flight school earns fair revenue.
Some discovery flight customers will inevitably decide that becoming a pilot isn’t for them, either due to personal preference or shifting priorities. As long as the flight school is pricing discovery flights effectively and delivering a great experience, every customer is worthwhile. Even those who take just one flight can walk away with a positive impression of general aviation and may share their experience with others, creating new opportunities for future students and building broader community support for aviation.
The focus of a discovery flight is to provide a unique and fun stand-alone experience—one that customers will remember and talk about, regardless of whether they pursue training.
Common Pitfalls to avoid are:
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Pricing a discovery flight as a loss leader can harm the product and school. Underpricing these flights can create pressure for CFIs to keep sessions short, potentially leading to a rushed experience. This not only affects the customer’s perception of the flight school but can subsequently diminish their enthusiasm for flight training.
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Focusing too heavily on academics by diving into complex ground topics can overwhelm prospective students. This approach may discourage those who are still exploring the idea of flight training and aren’t fully committed to it.
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Overloading prospective students with too much information at once, as if it’s the only chance to educate and convert them. This can be counterproductive. It may leave them feeling overwhelmed rather than engaged and excited.
Charge a Fair Market Rate Move beyond viewing discovery flights as just an entry point for dedicated student pilots and instead recognize them as both a revenue stream and a powerful brand-building opportunity. These flights offer customers a unique and unforgettable experience and can generate income for the school. Compensate CFI’s at their standard rate, so they are more likely to conduct engaging, high-quality flights that benefit both the school and prospective students. Setting a fair yet profitable price ensures a meaningful experience for participants while creating a sustainable revenue opportunity for the school.
Market Discovery Flights to the Community Many people are eager to experience flying an airplane, but they often don’t realize it’s possible without prior experience or a long-term commitment. Communities with GA airports are full of potential customers who remain unaware that flight training is accessible to them, but the flight training industry frequently struggles to promote its services beyond aviation insiders.
To bridge this gap, flight schools should actively market to the broader public. Some ideas are:
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Distribute flyers that establish credibility and clearly outline the first flight offering in high-traffic locations like coffee shops and retail stores.
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Leverage social media to engage younger audiences, using targeted ads and tagging local businesses to boost visibility.
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Consider forming partnerships with well-known local businesses to offer mutual promotions.
Simplify the Discovery Flight Experience When pilots reflect on their favorite flights, they often recall experiences in VFR conditions—flying to beautiful locations in relaxed airspace and traffic conditions - the expression of true freedom in the air. Flight schools should aim to recreate this kind of experience for discovery flight customers. The first flight should be fun, relaxed, and free from excessive technical jargon or complex maneuvers.
Keep ground lessons brief, around 15 minutes or less, and focus only on essential aircraft components and flight controls. If a customer wants to dive deeper, that’s great, but avoid overwhelming the average person.
CFIs should preflight the airplane in advance and give the customer a brief overview of the inspection rather than a full preflight walkthrough. If possible, fly over familiar areas, like the customer’s neighborhood, to make the experience memorable and personalized. Take photos during the flight and share them with the customer afterward. Consider offering a free logbook or hat if they share the photos on social media and tag the business. All of these efforts will ensure the customer has an enjoyable time and can imagine themselves spending more time in this environment. Not every customer will commit immediately, and whether they commit right away or not, the next step is to follow up.
Follow Up on Discovery Flights Use customer management technology like Flycore to maintain engagement with prospective students who don’t sign up right away. Keep communication positive and aspirational, sharing updates like “Here’s where one of our airplanes went on a cross-country flight” or “Congrats to our newest private pilot who finished training in two months.” You could also re-engage people who have bought flights as gifts in the past, and run a promotion around a holiday like Father’s Day to see if they will purchase a flight for another friend or loved one. Many discovery flight customers return several months or years later, when they’re ready to begin training, and these occasional nudges will remind them where to return.
The Bigger Picture By implementing these strategies, introductory flights can become a powerful tool for flight schools. Schools can increase revenue, build awareness of general aviation, and create a pipeline for future students. Viewing discovery flights as valuable opportunities—rather than necessary evils—ensures benefits for both schools and customers.
