How Baker Aviation brought clarity to wholesale charter chaos

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.

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.”