 In 1914, when the Army airships were transferred to the Navy, Maitland transferred to the Royal Naval Air Service and in the early months of World War I served with the Dunkirk Squadron, operating captive balloons.Impressed by the kite-balloons being used by the French, he returned to Britain to promote their use to the War Office, and was appointed head of the kite balloon school which was established at Roehampton.Early in 1916 he became the head of the Air Operational Department at the Admiralty, but this post did not suit him and he was appointed the head of the naval airship station at Pulham.