We have to do something radical. We have people to put fuel into planes, but what can we do with them to provide better service to pilots?"

That's the question facing Rupert Hone, manager of General Aviation at Shell Aviation. He's here at EBACE (Booth 7225) to hear what corporate pilots think Shell should provide.

Shell, a leader in lubricants, greases and fluids and one of the world's Top Two for jet fuel, is seeking a way to differentiate what is, frankly, a commodity.

"It is no longer good enough just to provide fuel," says Hone. "We are starting to differentiate ourselves by offering services at the airports such as an air conditioned lounge, a cool drink and a free phone call."

This might sound old hat to pilots who are used to hopping from one plush FBO to another in the U.S., but the fact is that much of the world doesn't have FBOs. Often the fuel company is the main game in town. "We are looking at where we can do something for pilots to expect a good experience," Hone told Show News. He expects the program to become increasingly developed over the next several years.

Shell has 80 airport locations worldwide, and aims to add another 30 this year. It doesn't have a branded FBO chain in the U.S., so it is hoping to make itself better known to transatlantic pilots at EBACE.

It is also talking up its AeroJet anti-icing fuel, which saves pilots the job of mixing anti-icing additives during refueling. "Is this a service or a product? We don't know, but it's a win-win for both us and the corporate pilot," Hone says.