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.
Spanish studio Daroca Design has introduced Real, an 80-metre yacht concept developed as part of Oceanco’s Simply Custom collection. This approach allows clients to begin with a proven platform by Lateral Naval Architects, then customise both the exterior and interior.According to designer Alejandro Crespo, Real is a “true reflection of a desire for sleek minimalism and perfect proportions,” with an exterior intended to “integrate into the natural landscape.” The design features flowing lines, curved superstructure details, and glass bulwarks. A beach club includes two pools and direct water access via a swim platform. The concept also shows generous lounging areas, a helipad at the bow, and white furnishings for a contemporary look.Crespo describes Real as “a symbol of sincerity and distinction,” designed for both calm coastlines and open waters, with the goal of reconnecting with nature, family, friends, and “the beauty of life.”The Simply Custom designs incorporate advanced technical elements such as optimised stabilisation, pod drives, electric propulsion, and onboard battery storage. Oceanco states that the platform supports renewable diesel fuels like HVO, which can reduce carbon emissions by 80 to 90 per cent compared to standard marine diesel.Real’s unveiling follows the introduction of other Simply Custom concepts, including North West Boatworks’ Aurora earlier in the month.Credit: Daroca Design
December 20, 2024
Aiata, a brand entering the boating market under the Turkish conglomerate Anadolu Group, will make its global debut at Boot Düsseldorf 2025. The show, held from January 18 to January 26, 2025, attracts over 250,000 visitors and more than 1,900 exhibitors worldwide. Aiata will present the Wayfinder 38 in three variations: Cabin, Open, and a specialized Fishing configuration derived from the other two models.The Wayfinder 38 is a 25-foot outboard walkaround designed by Finnish designer Jarkko Jämsén. Aiata states that this model “stands for flexibility, comfort and craftsmanship.” The Cabin version includes a wheelhouse layout with an L-shaped salon, integrated galley, Webasto sunroof, and air conditioning system. It offers teak furniture, a queen-size bed, an enclosed bathroom, and 2-meter ceilings. Its wheelhouse incorporates a lift-up mechanism connecting the interior and cockpit. The bow area features a U-shaped sofa with a hi-low table.The Open model is designed for a more outdoor experience, featuring a suntop and a continuous salon layout intended to create a seamless connection between interior and exterior spaces. Oak furniture complements the open deck.A Fishing configuration is also available, applicable to both Cabin and Open models. It includes a spacious foredeck sunbed and is described as ergonomic and intuitive, making it suitable for day cruises, watersports, or fishing activities. The Wayfinder 38 offers outboard engine options ranging from 300 to 425 horsepower.Yutkun TokYutkun Tok, General Manager of Aiata, said: “We are honored to participate in Boot Düsseldorf, a prestigious platform that celebrates the pinnacle of the boating world. The Wayfinder 38 embodies Aiata’s mission to deliver versatile, high-performance boats backed by the Anadolu Group’s legacy of innovation and excellence. For Aiata, this is a defining moment – not only because we are showcasing the Wayfinder 38, but because it reflects the expertise and unwavering commitment to quality that define the Anadolu Group. Aiata benefits from the financial strength and engineering excellence of Anadolu Group, ensuring every vessel we produce is a symbol of reliability, innovation, and craftsmanship. We look forward to sharing our passion for boating with enthusiasts from around the globe.”Credits: Aiata
December 20, 2024
Antonini Navi, established in 2020 by the Antonini Group in collaboration with engineer Aldo Manna, has announced the successful joining of the hull and superstructure for its Seamore 34 superyacht. According to the shipyard, “The steel hull was connected to the aluminum superstructure using bimetal,” and with this phase completed, the focus will now shift to the vessel’s internal compartmentalization.Seamore 34, featuring design and development by Hot Lab, is the first model in a “semi-custom” series scheduled for launch in the second half of 2025. The yacht’s profile is described as having “a high, dominant bow” that gives it a “sleek and sporty feel,” combined with superstructure volumes that result in “an elegant, maritime look.” The concept prioritizes versatility and flexibility, as well as open spaces that “create unique settings for sharing and conviviality among guests.”The shipyard states: “One of the most interesting features of Seamore 34 is the more than 150-square-meter open-air living space on the main deck, much of which can be closed off if needed by sliding pocket windows fitted flush with the deck.”At the current stage of construction, potential buyers, captains, and brokers can arrange onboard visits. These inspections, guided by engineers from the shipyard’s technical office, provide industry professionals the opportunity to examine the yacht’s construction quality and design firsthand.The Pertusola shipyard in the Gulf of La Spezia was bought by Walter Antonini in 1977. Since then, Antonini Navi has been a family-held leader in superyacht custom build and refitting.Credits: Antonini Navi
December 20, 2024
Turkish shipyard Sarp Yachts has released the first interior renderings of the XSR 85 RPH, a 25.9-metre raised-pilothouse model set to debut in late 2025. Developed in collaboration with Red Yacht Design and Van Oossanen Naval Architects, the yacht is described as having “more expansive interior and exterior spaces” compared to previous models in the XSR series.According to the shipyard, the interior design takes cues from “the captivating beauty of ocean life,” using light tones and airy spaces to promote a connection to the seascape. The yacht accommodates five cabins, including a main deck master cabin with a private bow terrace. Al fresco dining options are available on the sundeck, and lounge areas are located on the main deck aft and swim platform.Design director of Red Yacht Design, Cana Gokhan, stated: “The XSR 85 RPH represents our commitment to pushing boundaries in yacht design. By integrating an ocean-inspired theme with modern luxury and optimising both interior and exterior spaces, we’ve created a yacht that sets a new benchmark in its category."Elkin Yildirim, general manager of Sarp Yachts, added: “The XSR 85 RPH represents a leap forward in yacht design and functionality. In this project, we push boundaries and craft a vessel that merges elegance, comfort and practicality. We are thrilled to share these remarkable interiors, which perfectly reflect our dedication to innovation and excellence."Credit: Sarp Yachts
December 19, 2024
The 2025 RORC Transatlantic Race’s multihull lineup presents a departure from recent years, as a range of different vessels seek Line Honours in the MOCRA Class. Previous editions were dominated by MOD70s, but this year’s field promises greater diversity.Among the competitors is Oren Nataf’s Pulsar 50 Rayon Vert (FRA). In 2021, Rayon Vert secured overall line honours in the RORC Transatlantic Race, finishing in 9 days 2 hours 33 minutes and 19 seconds, and later took second place in MOCRA for the 2021 Rolex Fastnet Race. For the 2025 edition, Rayon Vert will race double-handed with François Seruzier.Miami-based Jacopo Bracco enters with the custom 53-foot trimaran Finn (USA), designed by Renaud Banuls. Bracco has raced multihulls since childhood, and Finn’s crew includes individuals with MOD70 experience, such as project manager Sam Mabey, 5.80 Transat winner Etienne Messikommer, and record-setter Jeff Mearing. Bracco stated: “In the right conditions, Finn can easily hit 20 knots and surf at 30!” He also noted one concession: “I have found a real Italian restaurant in Lanzarote which will be preparing some great meals. I am originally Italian, so there is no way we are going to race without good food!”Clarin Mustad’s Alibi 54 trimaran Dakota returns after failing to start in 2024 due to rudder issues. Now prepared in Lanzarote, Dakota could finish in about 12 days under ideal conditions. Mustad, new to ocean racing, said: “I prefer to compete rather than cruise because it makes the journey so much more exciting.” Dakota, bearing a Grenadian sail number, will be crewed by experienced sailors including co-skipper Carles Boned Roig and Christina Menabó, plus other friends.Thierry Roger’s Newick 39 trimaran Perros-Guirec, a sistership to the 1978 Route du Rhum winner Olympus Photos, will also compete. Roger will race double-handed with longtime colleague Renan Le Penven and aims to maintain an average speed of 10 knots. Roger, who has waited years to attempt a transatlantic crossing, said: “This will be my first transatlantic, but I have looked out over that ocean all my life… Now, at 64, I work less, so I have raced the boat in many regattas, but my ultimate goal is the 2026 Route du Rhum.”These entries join others in the Multihull Class at the RORC Transatlantic Race, supported by Calero Marinas, the International Maxi Association, and the Yacht Club de France. The race is scheduled to start on January 12, 2025, from Marina Lanzarote, covering 3,000 miles to Camper & Nicholsons Port Louis Marina in Grenada.Credit: RORС
December 19, 2024