Select Aviation
Select Aviation is a Madrid-based General Sales Agent (GSA), founded in 1997, that represents international airlines, DMCs, tourism offices, and hotel chains in the Spanish and Portuguese markets through offices in Madrid and Barcelona on a commission-based B2B model.
- Company typePrivate
- Founded1997
- HeadquartersMadrid, Spain
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Select Aviation does
Select Aviation, legally structured as SELECT AVIATION, S.A. (Spanish public limited company) and founded in 1997, is a B2B General Sales Agent (GSA) headquartered in Madrid with a secondary office in Barcelona. The company sits within the Representaciones New Air group and operates two brands: Select Aviation, which provides airline representation, sales, marketing, distribution, call-center support, and group-booking management for international airlines targeting the Iberian Peninsula and Portugal, and Select Destinations, which represents destination management companies, national tourism offices, and hotel/resort chains in the same geography. Across its 27-year history the firm has represented more than 35 airlines, including Thai Airways, Aer Lingus, Air Transat, Smartwings, Czech Airlines, Copa Airlines, Air Europa, Euroairlines, Flybondi, and Pegasus.
The underlying operational stack is sales-and-relationship-driven rather than technology-driven: Select Aviation holds an IATA Q4-291 plate and IATA Clearing House membership, operates through GDS platforms (Amadeus, KIU, Shares, Radix, CSS, Hit-it) and NDC aggregators (Travelfusion, Llego, SPARK, Airgateway), and handles BSP/ARC/BSPlink administrative processes. There is no proprietary software product disclosed — the company competes on local sales infrastructure (Madrid + Barcelona commercial offices), industry access (board seat at ALA, the Spanish airline association), and a dedicated group-booking web platform. Workforce size of 11-50 reflects a sales-led services firm rather than a technology vendor.
The business model is commission- or project-based: Select Aviation earns transaction fees tied to the results it delivers for airline clients, with a flexible compensation structure ranging from fully dedicated representation to project-based mandates. Customer segments split across Airlines (primary — full-service, low-cost, and charter carriers), Destinations including DMCs and national tourism offices, and Hotels & Resorts. Go-to-market is direct B2B sales through its Iberian commercial network, supported by participation in FITUR, ITB, WTM trade events, tourism PR, familiarization trips, and email campaigns targeted at IATA and non-IATA travel agencies, tour operators, TMCs, OTAs, and consolidators.
Select Aviation firmographics
Firmographics- Name
- Select Aviation
- Legal name
- SELECT AVIATION, S.A.
- Website
- https://selectaviation.es
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Select Aviation is a Madrid-based General Sales Agent (GSA), founded in 1997, that represents international airlines, DMCs, tourism offices, and hotel chains in the Spanish and Portuguese markets through offices in Madrid and Barcelona on a commission-based B2B model.
- Ownership category
- akta.pro rank
Select Aviation industry classification
Industry- Product category
- Airline Sales Representation (GSA Services)
- NAICS
- Travel Agencies (56151)
- SIC
- Services-Management Services (8741)
- akta.pro primary industry
- Airline GSA / Representation & Ticket Sales Offices (THAKALAG)
- akta.pro secondary industry
- IATA-Accredited Passenger Sales Agents (PSA) (THAKALAC)
Keywords
Where Select Aviation is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices2 records
Markets served
Select Aviation business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- GSA Commission and Representation Fees: Revenue generated through commission-based GSA representation services where the company's income depends on the results achieved for airline clients. The flexible compensation model aligns the company's success with each airline represented. Services are offered from 100% dedicated representation to project-based representation at lower costs.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Select Aviation product offering
Product offeringCore offering
Select Aviation acts as a General Sales Agent (GSA) providing dedicated and project-based airline representation across Spain and Portugal, including sales, marketing, distribution via GDS platforms, call center support, BSP/ARC administrative processes, and end-to-end group booking management. Through its Select Destinations brand, the company also represents Destination Management Companies (DMCs), national tourism offices, and hotel chains with destination marketing, PR, business development, and MICE support services.
Product overview
Select Aviation is a B2B representation company operating under two main brands: Select Aviation (airline GSA representation) and Select Destinations (destination marketing and hotel representation). Together they form a unified commercial offering centered on sales representation, marketing, distribution, and operational support for airlines, tourism boards, DMCs, and hotel chains targeting the Iberian Peninsula and Portugal. The company was founded in 1997 and represents more than 35 airlines through its commercial network with offices in Madrid and Barcelona.
Differentiator
Problem solved
Functional benefit
Brands
- Select Destinations: DMC representation services for destinations, national tourism offices, states, regions, and cities; hotel and resort representation services
Products and services
- Select Aviation (Airline GSA Representation) General Sales Agent (GSA) brand providing dedicated and project-based airline representation, sales, marketing, GDS distribution, call center support, BSP/ARC administrative processes, and group booking management across Spain and Portugal for international airlines.
- Select Destinations (Destination & Hotel Representation) Destination and hotel representation brand offering tourism promotion, destination marketing, PR, business development, MICE support, and hotel/resort sales services for DMCs, national tourism offices, states, regions, cities, and hotel chains targeting the Spanish and Portuguese markets.
- Group Booking Management Service End-to-end group booking management service covering quotation through follow-up, accessible via an online platform with dedicated local phone support in Spain and Portugal for travel agencies and tour operators seeking group reservations with represented airlines.
Companies that use Select Aviation
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles4 records
Select Aviation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Select Aviation partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- IATA (International Air Transport Association)coreMember of IATA with Q4-291 plate, member of Clearing House (ICH). Enables distribution services across 30 markets through the IATA network.
- ALA (Asociación de Líneas Aéreas España)coreBoard members of ALA, the most important airline association in Spain. Strategic membership for industry representation and advocacy.
- Star AlliancecoreCopa Airlines is part of Star Alliance network, which offers access to 1,316 destinations in 192 countries with 18,500+ daily flights.
Scale indicators3 records
Recent moves7 records
Expansion highlights4 records
Select Aviation competitors and assessment
Company assessmentDirect peers
- Aviareps: Aviareps is one of the world's largest GSA and airline representation networks, offering exactly the same airline sales, marketing, and distribution services as Select Aviation across multiple markets. Both companies compete for airline mandates on essentially the same value proposition: local market expertise and commercial network reach.
- GRM (Global Representation & Marketing): GRM is a specialized GSA and airline representation firm offering sales, marketing, and distribution services to airlines and tourism boards. Its service mix mirrors Select Aviation's combined Select Aviation + Select Destinations offerings.
- Discover the World Marketing: Discover the World is a long-established travel industry representation firm specializing in destination marketing and airline/destination sales representation. It overlaps directly with Select Destinations' destination and hotel representation business and is a direct alternative for tourism boards evaluating GSA partners.
- APG (Air Promotion Group): APG is the largest global interline and GSA network, providing passenger sales agency and airline representation services worldwide. APG competes head-to-head with Select Aviation for airline representation mandates in Iberia and across Europe, using a similar IATA-linked distribution model.
- ATS (Aviation Travel Services): ATS provides airline sales representation, GSA services, and travel management support across multiple regional markets. Like Select Aviation, ATS competes for airline mandates targeting Southern European territories and offers similar commission-based representation models.
Broad incumbents
- Avia Solutions Group: Avia Solutions Group is a large, diversified aviation business group that includes MRO, pilot training, and aviation services. While much broader than Select Aviation, it represents the kind of scaling incumbent that consolidation in aviation services could pose to smaller specialized GSAs over time.
Emerging players
- Lotus Aviation: Lotus Aviation provides GSA and airline representation services across the Middle East, Africa, and parts of Europe. Its regional approach and GSA model closely resemble Select Aviation's Iberian-focused operations and there is overlap where carrier routes cross market boundaries.
Regional players
- Emporium Travel: Emporium Travel is a Brazil-based travel and tourism representation agency focused on Latin American markets, similar in size and scope to Select Destinations. Comparable because both compete for the same destination marketing and DMC representation mandates from tourism boards seeking Iberian/Latin American market access.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Select Aviation social profiles
Digital presenceSelect Aviation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Select Aviation leadership team
Management profileNumber of profiles
Select Aviation subsidiaries and ownership
Company hierarchySubsidiaries1 record
Select Aviation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Select Aviation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Select Aviation
What does Select Aviation do?
Select Aviation acts as a General Sales Agent (GSA) providing dedicated and project-based airline representation across Spain and Portugal, including sales, marketing, distribution via GDS platforms, call center support, BSP/ARC administrative processes, and end-to-end group booking management. Through its Select Destinations brand, the company also represents Destination Management Companies (DMCs), national tourism offices, and hotel chains with destination marketing, PR, business development, and MICE support services.
Is Select Aviation a public or private company?
Select Aviation is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Select Aviation founded?
Select Aviation was founded in 1997. It employs 11 to 50 people.
Where is Select Aviation based?
Select Aviation is headquartered in Madrid, Spain, in the Europe region.
How does Select Aviation make money?
One revenue line is on record: GSA Commission and Representation Fees.
Who are Select Aviation's main competitors?
Direct peers on record are Aviareps, GRM (Global Representation & Marketing), Discover the World Marketing, APG (Air Promotion Group) and ATS (Aviation Travel Services). Avia Solutions Group is listed as a broad incumbent. Lotus Aviation is listed as an emerging player. Emporium Travel is listed as a regional player.
Does Select Aviation have an API?
No public API is recorded for Select Aviation.
What industry is Select Aviation in?
Select Aviation's product category is Airline Sales Representation (GSA Services). Its primary akta.pro industry code is THAKALAG, Airline GSA / Representation & Ticket Sales Offices, with a secondary code of THAKALAC, IATA-Accredited Passenger Sales Agents (PSA). Its NAICS code is 56151 and its SIC code is 8741.