As the founder of Anjet - a California-based agent of private jets - Newcombe said he gives 100 percent of himself to every one of his "zero tolerant" clients willing to spend millions on private journeys.

"We link our customers to everything, superbowl tickets or Lady Gaga's concert," he said with a smile.

Anjet is not an airline. Neither does it own any aircraft. The firm is the middleman between the rich and private air transportation.

It borrows crews from operators responsible for applying for flights permission from local authorities.

Established in 2008, the intermediary promises to locate a plane for its customers within four hours' notice - at most.

But charges are high. Clients are billed from the first minute the craft is airborne. Each hour may cost US$1,750 to US$12,500 (HK$13,591 to HK$97,079), excluding additional fees.

But Anjet insists, its prices, are at least 10 percent below those charged by competitors.

The US entertainment industry, including Steven Speilberg-owned DreamWorks studio, is a major client of the company.

Last year, Newcombe set up a branch in Hong Kong, which also serves as the regional headquarters for Asia Pacific.

Anjet's earliest clients in Asia were South Koreans - especially members of the Ladies Professional Golf Association.

With a population six times more than that of the United States, Newcombe believes the Asian market has huge potential for private jet travel.

In fact, renting a private jet, instead of spending countless hours buying one and then paying for upkeep, is becoming very popular in Hong Kong.

Anjet faces a lot of local competition. Metrojet - a sister company of the Peninsula Hotels - was one of the first to provide private air services, starting in 1995.

But recent years have also witnessed growing demand for private air travel.

A total of 5,498 private flights were made in and out of Hong Kong last year, up 23 percent from 2010, Civil Aviation Department data show.

In the first quarter of this year, the department approved 1,632 such flights, up 24 percent year on year and 68 percent higher than the first quarter of 2010.

Department spokeswoman Cherrie Cheung Wai noted a general trend in the rising number of private flights from the territory.

She added that Beijing, Shanghai and Singapore are the three most popular destinations from Hong Kong.

As a new player in the local market, Newcombe is casting his net as wide as possible, hoping to tap into high- rollers going to Macau.

On Anjet, a round trip between Hong Kong and Los Angeles costs between US$250,000 to US$300,000 (HK$1.94 million to HK$2.3 million) with a week-stay.

With this money, you can fly first- class on an commercial airlines 12 times between the two cities.

If you want the craft to wait for you for two or even three weeks, the cost may double to US$500,000. So, due to the large invoice, the firm usually requests you pay some basic fees before getting on board.

The company also offers a pre- purchase card, recommending clients deposit at least US$100,000.

Newcombe identified his clients as "world business travelers" who will spend US$2 million to US$5 million annually on flying.

They are more concerned about time than money, he said.

But the industry faces steep challenges such as a supply crunch. Hong Kong has only 200 private jets available for rent. Newcombe sometimes has to scramble for aircraft in Shenzhen or Macau to meet local demand.

China, a huge potential market where the number of newly rich continue to soar, is plagued with limited sources in both the supply of jets and airports.

Applying for privates flight with China's Civil Aviation Administration is not easy as it is with its counterpart in Hong Kong or other places.

"The Hong Kong market is not mature, and it is a brand-new idea in the mainland," Newcombe said. But he added the SAR may resemble a mature market such as the United States within the next five years.

In the United States, around 15 percent of the total flights are made through private jets.

For the company, the biggest risk comes from empty legs - jets traveling without passengers.

Anjet sometimes offers regular flights from Hong Kong to island resorts in Indonesia, Thailand and Vietnam, which are popular among the well- heeled.

It recommends passengers to bring more friends and share one private jet together, which it calls tier-two service.

Costs per person obviously fall in such cases.

Anjet is confident about the private aviation market and plans to boost its local headcount to 30 this year from five.

"Hong Kong will be our priority," Newcombe declared.