Private yachts docked at a marina. Photo: Pixabay.

Global Eagle Entertainment is introducing a new luxury brand, Priva by Global Eagle, which replaces legacy brand MTN that operated solely in the yacht connectivity business. Priva will expand the company’s ability to reach ultra-high net worth individuals around the world, according to Global Eagle.

Priva will serve ultra-high net worth individuals across their assets — on land at their private villa or island, at sea on their yacht, and in the air on board their private jets. The new brand will showcase Global Eagle’s established businesses in air, sea and land, bringing the at-home experience to passengers globally.

Priva will replace the former MTN brand, which according to Global Eagle pioneered the first connections from ships and yachts via satellite to the global internet infrastructure. MTN began in 1980 and installed the first satellite links on board a yacht in 2003. EMC acquired the brand in in 2015, and Global Eagle acquired EMC in 2016.