Notoriously a slow-mover in tech, the superyacht industry is now also being affected by the increasing role social media plays. Yet, whilst most are struggling to implement efficient strategies in the space, some have embraced this new wave to evolve.
Historically, the yachting sector has been dominated by an overall fear of the free circulation of information, a sentiment that was an ill fit for the new online world. Coupled with a way of thinking that believed no client was on those platforms, this meant that the industry's dominant players often discarded social media as a joke. Other upstarts and individuals however heavily invested their time in this emergent field over the past five years and are now starting to reap their rewards.
Perhaps one of the most well known yachts built by Amels, the 55-meter Gene Machine has garnered a strong reputation in the industry, in large part due to its crew's coordinated activity on social media, drone footage and relative transparency in their activity. Covered by most yachting publications but also CNN, Gene Machine's strong brand could one day yield it significant resale value, an advantage that the 53-meter Mischief is already capitalizing on in the charter space with a strong Instagram audience built around the fun activities one could undertake onboard the yacht.
These experiments have proven so efficient that many charter yachts are now jumping on the bandwagon, trying to grow the yacht's individual brand through social media. FLOAT, a new startup renting out yachts by the seat through its app, has for example made social media advertising its principal user acquisition channel and managed to drastically optimize its marketing costs through this funnel.
Founded in 2014, Yacht Harbour itself leaned heavily on social media, and Instagram in particular, during its early days before aggressively spreading across a variety of mediums and platforms. In fact, to this day, nearly 60% of traffic to Yacht Harbour's website comes from its social media audience where the company generates over 6 million impressions every month, all channels combined.
Some individuals have also seen the value of social media early in yachting and leveraged this insight into significant influence over the market. Benjamin Matlby, one of the most well-known lawyers in the field, has built up a significant audience on Twitter and spun-off from the platform into other mediums.
David Seal, a broker with Northrop & Johnson, took the reigns in the production of video documentaries about his central listings and distributed those on YouTube. His latest video on the 50-meter Da Vinci garnered 135,000 views in 2 weeks, a strong number in an industry that often pays thousands for a fraction of this reach in print publications.
Some historically dominant players have however also been quick to react to the social media trend in building their own followings, in part to prevent syndication accounts from putting themselves in between them and their audience.
German megayacht builder, Lurssen has, for instance, managed to build a following of over 105,000 subscribers on Instagram around shots of its fleet around the world. A strategy which is now being also followed by various other shipyards looking to go direct to customer and increase their brand awareness across younger audiences.
Yet, despite these success stories, the white space in social media still remains with some unwilling or unable to embrace this new trend. For example, only 7% of Yacht Harbour's audience is reached by other yachting companies according to Facebook data.
Alberto Mancini's Azimut S8 is both aggressive and elegant, which makes it perfectly fit into the stylistic framework of the entire S-series.According to Azimut “S8 stands out from its competitors, primarily due to its unprecedented manoeuvrability, quiet operation and significantly lower fuel consumption”.Lightweight and durable material from which flybridge, deck and bathing platform are made, together with three Volvo Penta IPS 1350 engines with a capacity of 1,000 litres. with. each is a guarantee of outstanding speed capabilities. The yacht can develop up to 34 knots or cruise at 27 knots. On top of that, the Carbon-Tech generation boat has a joystick instead of a helm wheel, active trimmer position control.The main system includes additional Kohler generator 28 kW, sea keeper Stabilizer NG16 and upgraded air conditioning system.Exterior has automatic bimini on the flybridge, cockpit table with carbon finishing top, cover for a garage door with logo. Also, underwater lights: 4 on each side and 4 on aft section and 4 hidden secret lights on the bow, 2 on the aft. Also, the yacht has a place for a spacious garage for water toys.Another feature of the S8, designed for eight guests, is its ergonomic layout: four spacious cabins, as many bathrooms, are located on the lower deck due to the compact engine room. The interiors, created by Francesco Guida, exude hospitality and sophistication. They can be decorated in one of two colours - “Platinum” and “Black Pearl”.
May 26, 2020
Lürssen showcases the latest in-build 90m superyacht. This project was technically launched at Rendsburg in Northern Germany, sporting a completed hull and superstructure.The yard not revealing any details about the project, but the yacht reminds sports design of the 70.7m Lürssen superyacht Skat. The yacht will now undergo outfitting and will be officially launched in 2021.
May 26, 2020
The Ferretti Yacht 920 is a flybridge yacht which stands out thanks to its monumental, dynamic forms, innovative design features.The motor yacht can accommodate 8 guests in 4 cabins. The yacht was designed by Zuccon International Project, the Ferretti Group’s Engineering Department and the Product Strategy Committee.The Ferretti Yacht 920 is a flybridge yacht which stands out thanks to its monumental, dynamic forms, innovative design features.These features are the wide-body concept of the owner’s suite on the main deck, superb functional flexibility (including the option of switching from four cabins to a five cabins version), and the vast spaces in its ground-breaking bow area, all of which can be used by guests.The eye-catching profile is underlined by the detailing on the gunwale, which extends beyond the bulwark walkways and intersects the master-cabin window like a blade.The highly innovative maxi-flybridge is designed with an impressive collection of spaces, featuring décor, multipurpose relaxation areas and a classic-contemporary interior feel. She is powered by MTU engines of 2435 hp each giving her a maximum speed of 30 knots and a cruising speed of 23 knots.
May 26, 2020
The 30th edition of the Monaco Yacht Show (MYS) will take place from Wednesday 23 to Saturday 26 September 2020 at Port Hercule in Monaco.The organisers are fully aware of the strategic importance of the MYS to the companies that participate each year – for growing their business, sales and marketing.The Monaco Yacht Show 2020 will probably be one of the first opportunities this year to bring together the yachting industry and meet private customers to discuss current and future market trends and share a true superyachting experience that only a visit to a salon can offer.The MYS offers the perfect setting for establishing direct relations based on trust. Future buyers can visit several yachts all in one day, compare them, meet the designers, and discuss with brokers and shipyards. Such a totally immersive experience is as essential as it can be decisive when considering the purchase or construction of a superyacht.MYS is keeping a close eye on how the pandemic is evolving, hoping there will be a healthier and more stable situation around the globe in the coming months.Also, the MYS, we will implement directives issued by the government of Monaco and the World Health Organisation (WHO) that reflect how the pandemic has evolved by September 2020.
May 25, 2020
Ulstein Verft delivered 88.5-metre Espen Øino-designed explorer yacht Olivia O after reconstruction. Planning and engineering work began on the boat in November 2016. The project’s hull and superstructure were constructed in Croatia by the Brodosplit.Though Oliva O is Ulstein’s first private superyacht project, well-known superyacht designer Espen Oeino brings valuable experience.Designed and built by Ulstein Verft - a yard better known for commercial vessels, ferries and workboats, Olivia O is characterised by a striking reverse bow and explorer profile.Olivia O can sleep up to 20 in eight cabins, including Pullman bunks while crew accommodation is for 30 people.
May 25, 2020