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.
Elada Yachts, part of the Lazzara Yachts group, is set to launch its first superyacht.This is the most spacious Sky Lounge in this market segment.The spacious wheelhouse provides a full 180 degree view, and its straight position provides excellent lines of sight and optimal ease of navigation. Above the steering wheel feed is an elevated living room that looks over 4 large monitors. The latest generation of navigation equipment and alarm monitoring systems seamlessly integrates yacht systems.The aft flybridge include large table for eight people, the sofa and bar and also an additional Jacuzzi layout. An automatic canopy system provides adequate sun protection.The Bow Lounge has a spacious tanning bed, a large crescent-shaped seating area, and a sofa to enjoy magnificent views. On the lower deck there is a beach club with a convenient storage for runners and a fenced railing with a swimming platform.The yacht has a VIP cabin and double guest cabins and includes large windows, wardrobe, queen-size bed, desk and TV.Surfaces are made of exotic wood and stone. Each double room has a desk and two single beds.
February 25, 2020
The first 80-meter superyacht Bilgin 263 became the longest superyacht ever built in Turkey by Yachtley yard. The yacht will be ready to be shown and delivered this spring or summer.Bilgin Yachts is a boutique shipyard in the Istanbul area, which builds luxury superyachts ranging in length from 40 to 100 meters. The shipyard operates on facilities with an area of 59,500 m2 with a modern marine furniture factory, a universal mechanical workshop and a stainless steel workshop.Currently, Bilgin Yachts has built three units of the 80-meter series of Bilgin 263. The second building, which has already been sold, is scheduled to be launched in 2021, after which the third case of the model will be delivered to its owner in the same year. The series emphasizes environmental friendliness due to the special exhaust system. According to words of Emrecan Özgün, CEO and the Founder of Unique Yacht Design,"the Bilgin 263 is truly one-of-a-kind. We created a very attractive yacht with a sleek and sexy profile while avoiding high dosage design clichés. The increase in living areas normally results in bulky designs. The Bilgin 263 has a design attitude that will dominate the yachting sector around the world. This will clearly make her a trendsetter among steel-aluminum superyachts of today." The exterior and naval architecture of Tatiana was designed by Unique Yacht Design, the interior by H2 Yacht Design.Yacht can speed up to 20 knots, while the cruising speed 12 knots keeps her fuel consumption as 250 l/h. She is built in compliance with IMO Tier III certification and is considered to be the most environmentally-friendly yacht in her class.
February 25, 2020
The Dutch shipyard Van der Valk has developed a new line of crossovers Pilot, which will be available in a range of lengths, starting with a 23-meter model and above. Designed by the Amsterdam-based studio Cor D Rover, the new Pilot series combines a rugged explorer inspired exterior with comfort and quality. There is lots of space particularly on the aft deck for sunbathing as well as the storage of tenders, Jet Skis and other toys.Owners can make a wide range of adaptations to the 23-meter model, including adding a gym at the stern and changing the size of tenders and toys on board. The saloon can even be extended aft to expand the socialising space here by creating a larger dining area.The main deck lounge on board the yacht will feature uninterrupted views of the outdoors thanks to floor-to-ceiling windows, as well as a galley and a full-beam master stateroom.The rest of the guest accommodation is located on the lower deck, consisting of two double cabins with bathrooms and a VIP suite. At the same time, the crew room includes two double cabins and a separate crew area with a bathroom and mess, which is served by its own staircase.
February 21, 2020
After a growth period of 20-30 meters and megayachts, which is even closer to the recession, there was a short period for high demand for medium-sized superyachts.The market for 40-60 meter yachts, the last of which began to grow before the recession began, has also recently begun to gain momentum, as owners are looking for yachts in order to switch to them with growing disposable incomes. Indeed, if several years earlier it was expected that yachts in this range would be traded at 30-40% at the asking price, this gap narrowed to 25-30% in recent quarters.Shipyards, primarily known for their 20-30-meter yachts, are also expanding their ranges to 40-60 meters in order to keep customers who want to grow in size. For example, Sanlorenzo, which for decades focused on 20-30-meter yachts, put at the beginning of this year its newest flagship - the 64-meter Attila.Atilla is a 64.25m luxury yacht, built by Sanlorenzo and delivered in 2019. Her top speed is 18.0kn and her power comes from two 2375.0hp Caterpillar 3516-C diesel engines. She can accommodate up to 12 people with 18 crew members.Yacht was designed by Officina Italiana Design, and the interior design was created by Francesco Paszkowski.
February 21, 2020
The Magnum 60 Furia was launched in 2001, designed by Magnum Marine and Ceo Catherine Theodoli. They say that this is the most successful of the Magnum models.Back in 2001, the 120-kilometer 60 Furia Magnum was named the fastest yacht of this size in the world and after extensive repairs at the Perini Navi Hammer shipyard reached higher speeds.Changes include new air intakes in the engine compartment along with a customizable display on the control panel.The new Magnum 60 concept is attractive to the original design, but much more pleasing to the eye, with distinctive details throughout the American style of the 50s. The owner’s room has individual storage solutions on either side of the room to ensure clean space.Marnix Hoekstra from Vripak says that they kept the overall layout and tuning of the boat, but made improvements, for example, they expanded the companion from the saloon in the middle to the double and twin cabins.
February 20, 2020