How Baker Aviation brought clarity to wholesale charter chaos

Scaling exposed the chaos behind charter sales

Wholesale charter is unforgiving. Leads arrive constantly and rarely in clean formats.

At Baker, inbound trip requests were coming from everywhere:
emails with only a subject line, WhatsApp messages, texts, Slack, broker platforms, phone calls, follow-ups, screenshots. Each request required manual interpretation, re-entry, and validation before a quote could even be built.

As the fleet grew, the sales and ops teams were pushed to do more, faster, without dropping anything.

“We had to do 100% of everything, all the time,” Tim explains.
“Every lead. Every follow-up. Every fee. No cherry-picking.”

But relying on discipline alone didn’t scale:

• Quotes were time-consuming to build
• Follow-ups were tracked manually
• Multiple people could quote the same trip while others were missed
• Fees and operating costs were vulnerable to human error
• Leadership had to constantly monitor execution

The risk wasn’t just inefficiency.
It was missed revenue, margin leakage, and burnout all while demand kept increasing.

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Turning unstructured demand into a single, executable system

Baker wasn’t actively shopping for new software. But as complexity grew, it became clear that manual processes, even with great people, would eventually break.

Hamilton entered the picture with a different promise:
don’t show more data, remove the work entirely.

Instead of asking Baker to adapt to a rigid system, Hamilton adapted to Baker’s wholesale-only model.

All inbound demand, regardless of source, now flows into one platform:

• Emails
• WhatsApp
• Texts
• Broker platforms
• Unstructured messages

Hamilton’s AI reads each request, extracts trip details, and automatically builds a structured quote, ready for review.

Just as importantly, Hamilton introduced workflow logic:

• Every trip is assigned
• Nothing is missed
• Nothing is duplicated
• No one chooses only the “easy” trips

“We stopped relying on discipline and started relying on the system,” Tim says.
“That’s a big difference.”

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Time saved, margins protected, execution enforced

The impact was immediate.

Faster, cleaner quoting

• Sales teams reclaimed 1–2 hours per person, per day
• Manual data entry was eliminated
• Quotes became consistent, accurate, and complete

Revenue protection

• Fees are automatically included
• Operating costs are correctly priced
• Rates follow Baker’s pricing logic and calendar
• Margin leakage caused by human shortcuts disappeared

Full lead coverage

• Every inbound request is tracked
• Every quote is followed up
• No demand falls through the cracks

Less management pressure

• Leadership no longer has to chase execution
• Accountability is built into the system
• Managers shifted from policing to improving processes

Hamilton didn’t just speed things up.
It removed ambiguity and ambiguity is expensive in charter.

Tim sums it up simply:

“Hamilton brought clarity to a very messy industry.”

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Software that adapts to operators not the other way around

Baker evaluated other solutions before. The pattern was always the same:
Here’s the tool. Good luck fitting your business into it.

Hamilton felt different.

From the first conversations:

• Feature requests weren’t dismissed
• Configuration happened live
• Baker’s pricing logic, workflows, and priorities were respected

“If we were going to partner with a platform,” Tim says,
“I wanted it built around how we actually operate not how someone thinks we should.”

That flexibility mattered. Baker doesn’t run like most Part 135 operators and Hamilton didn’t force them to.

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