Private jets and yachts: a classic luxury combination like vodka and caviar, diamonds and platinum, or the Mayflower Hotel and politicians behaving badly. This week, private jet travel provider Delta AirElite Business Jets tapped into what seems to be a natural affinity between these most privileged forms of transportation by partnering with yacht broker Cavendish White.

The strategic partnership will create a seamless booking process between the two companies and facilitate a natural synergy between markets who share an overlapping customer base. Now the vexing dilemma of how a yacht charter customer can transport their cadre of supermodels to and from their keel, is at last, solved.

What this alliance really points to, however, is the trend of luxury synergy. More companies are doing it, though the pairings don’t always make much sense on a practical level. For instance, the Wall Street Journal’s Robert Frank recently reported in his wealth blog on the curious marriage of luxury leather goods maker Hèrmes and Eurocopter. While helicopters and high-end scarves ostensibly have very little to lend to one another, fusions like this one, and to a certain degree the pairing between Delta Air Elite and Cavendish, follow a simple basic logic: find two things that rich people like, put them together, send out press releases and enjoy the publicity. Apparently, it works.