There is an interesting development taking place in South Carolina’s coastal real estate market that may not show up in the traditional housing statistics yet.
Private aviation is becoming an increasingly important part of the story.
A recent report from PitchBook highlighted Apollo’s approximately $10 billion acquisition of Atlantic Aviation from KKR on the heals of a similar transaction for Signature Aviation — a major bet on the continued strength of private aviation and the wealthy Americans who use it. The broader thesis is straightforward: despite changes in the economy, the ultra-wealthy continue to place a very high value on time, convenience, privacy and access.
Read the PitchBook article on Apollo, KKR and Atlantic Aviation
For South Carolina, that trend is particularly interesting.
Because along the coast from Myrtle Beach to North Myrtle Beach to Pawleys Island and Georgetown, private aviation is increasingly intersecting with another trend: the rise of and ultra-luxury real estate.
And I believe the combination could be more significant than many people realize.
Private Aviation Is a Wealth Signal
I’ve spent considerable time watching private aircraft activity around the Grand Strand and South Carolina’s coastal airports.
The three airports I pay particular attention to are:
- Myrtle Beach International Airport (MYR)
- Grand Strand Airport (CRE) in North Myrtle Beach
- Georgetown County Airport (GGE)
MYR serves as the region’s primary commercial airport but also supports general aviation. The airport has continued investing in infrastructure, including the completion of a six-gate terminal expansion in 2025.
Grand Strand Airport in North Myrtle Beach is particularly interesting from a private-aviation perspective because it is a general aviation facility serving the northern Grand Strand. It is already marketed as a private-aviation gateway for the area.
Then there is Georgetown County Airport.
GGE is a general-aviation airport without scheduled commercial airline service, making it a very different type of transportation asset. It provides private aviation access to Georgetown, Pawleys Island and the surrounding Lowcountry.
That creates something unusual for a relatively small coastal market:
Multiple aviation entry points serving different segments of the Grand Strand and Lowcountry.
And that’s important.
Because when you’re looking at where wealthy households are choosing to spend time — and potentially buy second homes, vacation homes or permanent residences — private aviation can be an interesting leading indicator.
The Private-Jet Pattern I’m Watching
One of the things I’ve been doing is watching aircraft movements into and out of the coastal airports around Myrtle Beach, North Myrtle Beach and Georgetown.
I’m particularly interested in the origin and frequency of flights, rather than simply counting aircraft.
Why?
Because a jet arriving from a wealthy Northeast market tells a different story than a recreational aircraft making a short regional trip.
The patterns I’ve been watching include activity connecting the Grand Strand with major wealth centers such as New York, New Jersey, Connecticut, Pennsylvania, Washington, D.C., Florida and other affluent markets.
That’s particularly interesting because these are many of the same markets that have historically supplied second-home buyers and retirees to coastal South Carolina.
In other words, private aviation gives us another way to look at migration.
Instead of asking only:
“Where are people buying homes?”
We can also ask:
“Where are people with the financial ability to fly privately choosing to spend their time?”
Those aren’t necessarily the same question — but increasingly, I think they overlap.
Why Myrtle Beach Is Particularly Interesting
At first glance, Myrtle Beach might not seem like an obvious destination for ultra-high-net-worth buyers.
It isn’t Miami.
It isn’t Palm Beach.
It isn’t Charleston.
And that’s precisely what makes it interesting.
Myrtle Beach offers something that many established luxury markets increasingly struggle to provide:
space.
There is a tremendous amount of coastline, golf, waterfront property and residential land, while the market remains significantly less expensive than many comparable coastal destinations.
But there’s another geographic characteristic that I think is underappreciated.
Myrtle Beach Isn’t Directly on the Interstate.
The Grand Strand is somewhat removed from the major interstate system.
I believe that has helped preserve the area’s character.
The interstate is incredibly useful for moving people and goods — but it also tends to encourage commercial development, industrial development, logistics and large-scale growth along its corridors.
Myrtle Beach developed differently.
The coast is the destination.
The beach is the destination.
Golf, boating, restaurants, neighborhoods and nature are the destination.
And because the Grand Strand sits away from the major interstate corridors, it retains more of a destination-market feel.
That matters to luxury buyers.
Pawleys Island Takes This Even Further
Travel south from Myrtle Beach and the character changes again.
Pawleys Island and the surrounding Georgetown County coast feel quieter, more natural and more private.
You get Lowcountry landscapes, marshes, mature trees, beaches, waterways and large stretches of relatively undeveloped land.
And importantly, you are even further removed from the major interstate corridors.
For some buyers, that’s not an inconvenience.
It’s the entire point.
There is a growing category of affluent buyer who doesn’t necessarily want to be in the middle of everything.
They want to be near everything — without actually being surrounded by it.
That’s a very different definition of luxury.
The New Definition of Luxury: Privacy
For many high-net-worth buyers, luxury isn’t simply about having the biggest house.
It’s about having control over your time and your environment.
That can mean:
- Flying privately instead of commercially
- Having a home with substantial privacy
- Being close to the beach without being surrounded by high-rise development
- Having access to golf without living in a heavily congested resort environment
- Being close to restaurants and amenities without being in the middle of a major metropolitan area
- Having enough land or separation from neighbors to actually feel secluded
- Being able to reach the property without spending hours fighting traffic
That last point is especially important.
If you’re accustomed to private aviation, you may have a very different concept of distance.
A 20- or 30-minute drive from a private airport to a home can feel considerably more attractive than living immediately adjacent to a major commercial airport or congested urban center.
That’s where the geography of Myrtle Beach, North Myrtle Beach, Pawleys Island and Georgetown becomes particularly compelling.
South Carolina’s Ultra-Luxury Market Is Expanding
This isn’t happening in isolation.
South Carolina has been experiencing a broader expansion of its luxury economy.
Charleston has already established itself as a nationally recognized luxury destination. Greenville has developed a significant high-income business and executive population. Hilton Head and Kiawah Island have long attracted affluent buyers.
Now, the coastal corridor north and south of Charleston is becoming increasingly interesting.
The Grand Strand brings something different to the equation.
It combines:
Beach + golf + relatively low housing costs + favorable taxes + infrastructure + airports + enormous tourism demand + room to grow.
And unlike some established luxury markets, there is still considerable runway.
That’s important.
Luxury buyers don’t necessarily want to pay today’s price for yesterday’s scarcity.
They often want to identify the next place.
Could Myrtle Beach Become South Carolina’s Next Private-Aviation Luxury Market?
I don’t think the Grand Strand is going to become another Palm Beach.
Nor should it.
The opportunity is different.
The appeal is that a buyer can potentially have a $2 million, $3 million, $5 million or even more expensive coastal property without having to live in a highly congested luxury market.
You can have the beach.
You can have golf.
You can have a private aircraft.
You can have excellent restaurants.
You can have substantial privacy.
And you can still be within a relatively manageable distance of a major commercial airport when needed.
That’s a compelling combination.
And as private aviation continues to grow among wealthy Americans, I think markets with this combination of accessibility and privacy deserve much more attention.
The Most Interesting Part May Be What Happens Next
The PitchBook/Atlantic Aviation transaction is ultimately a bet on the continued strength of private aviation.
But I think there’s a broader real-estate question underneath it:
Where will these private aircraft be taking their passengers?
Some will continue flying to Palm Beach, Aspen, the Hamptons and other established luxury destinations.
But some affluent households are looking for something different.
They want coastal access without the crowds.
They want luxury without the enormous cost basis.
They want privacy without being completely isolated.
And they want a place that still feels like a place rather than a luxury development machine.
That’s where I think the Myrtle Beach–North Myrtle Beach–Pawleys Island–Georgetown corridor becomes particularly interesting.
Private aviation may not be the reason someone buys a home here.
But it can be a signal that the buyer profile — and the market itself — is changing.
What This Means for Myrtle Beach Luxury Real Estate
For buyers looking at the Grand Strand today, I would encourage them to think beyond today’s listings.
Look at the infrastructure.
Look at airport access.
Look at where wealth is coming from.
Look at the development patterns.
Look at where large homes are being built.
Look at where privacy is still available.
And, increasingly, look at the aircraft.
Because sometimes the people who arrive before the broader luxury market are the people who don’t need to arrive on a commercial flight.
Looking for Luxury Real Estate in Myrtle Beach or Pawleys Island?
I work with buyers and sellers throughout the Grand Strand, including Myrtle Beach, North Myrtle Beach, Grande Dunes, Carolina Forest, Pawleys Island and the surrounding coastal communities.
My approach is particularly focused on buyers who are looking for more than simply a house — whether that’s a private coastal estate, golf property, second home, investment property or a long-term relocation to South Carolina.
You can learn more about my approach to luxury real estate and the communities I serve at Phil Riola Homes.
You can also explore Myrtle Beach real estate and available properties or contact me directly to discuss what you’re looking for.
Phil Riola
Phil Riola Homes | Real Brokerage
Myrtle Beach, South Carolina
610-428-6730