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.
Feadship shared the video from the sea trials of the Project 1011. Project 1011 is not just a superyacht; it's a marvel challenging the limits of design and engineering. Crafted for a visionary owner deeply engaged in the 103-meter project, this masterpiece, designed collaboratively by Sinot Yacht Architecture & Design and Azure Yacht Design, pushes boundaries in innovation. With a distinctive vertical bow, Project 1011 showcases a clean-cut exterior, exuding a purposeful personality. The exterior is adorned with a staggering 1,100 square meters of glass, featuring twenty sliding doors, twelve glass windbreaks, four outdoor hot tubs, and a main deck swimming pool that spans its entire height. The forward helipad cleverly conceals a helicopter hangar, while eight hull doors, including the largest tender garage door ever installed on a Feadship, enhance its functionality.<iframe src=https://www.facebook.com/plugins/video.php?height=315&href=https%3A%2F%2Fwww.facebook.com%2FFeadship%2Fvideos%2F371252095276469%2F&show_text=false&width=560&t=0 width=560 height=315 style=border:none;overflow:hidden scrolling=no frameborder=0 allowfullscreen=true allow=autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share allowFullScreen=true></iframe>Despite challenging criteria, including the provision of amenities comparable to the owner's previous 6,000GT yacht within half the volume, Project 1011 excels in space planning and ingenious solutions. The single-deck engine room, a groundbreaking concept, maximizes guest areas. The engineering marvels extend to expansive glass suites, a colossal 15-meter tender garage door, fully retractable glass doors, a futuristic Kongsberg bridge, and a towering glass staircase and elevator in the main atrium. Based in the Netherlands and with roots dating back to 1849, Feadship was formed as a group in 1949 as a marketing partnership between six Dutch shipyards, de Vries Lentch, Van de Stadt, Witsen & Vis, Akerboom, De Vries Scheepsbouw and Van Lent Shipyard, and De Voogt Naval Architects. Feadship is well-known as one of the Netherlands’ most elite yacht builders and delivers superyachts from 50–100+ meters in length.Credits: Feadship
December 1, 2023
Exciting news echoes from CdM as the Darwin 86 Empire joins the fleet, marking the third launch in just two weeks, following the RJ 115 Pazienza and the Flexplorer 146 Maverick. It's not just a celebration; it's an exhilarating showcase of craftsmanship and innovation, leaving no room for comments, only sheer pride and excitement at the forefront.“The Darwin Class continues to provide us with great satisfaction, firmly establishing itself as a reference in the explorer yachts’ market. This Darwin 86 adds up to a total of twelve Darwins from 86 to 112 feet already delivered,” says Vasco Buonpensiere, CdM co-founder and CEO. Acquired by an enthusiastic American owner, the Darwin 86 Empire is a testament to bespoke luxury. From reinforced hulls with bulletproof steel plates to navigation plans that span distant and challenging seas, this vessel is tailored to the owner’s every whim.Designed with Hydro Tec's unmistakable Darwin aesthetics and CdM's unique approach to technical areas, the interior design, crafted by Massari Design, is a testament to opulence. The owner's requests, including an 'ice belt' at waterline level and enhanced scantlings for icy conditions, make this vessel a true explorer.Featuring a fourth pilot station in the engine room, the interior layout aligns seamlessly with the owner's vision. The warm and inviting ambiance is achieved by blending custom-made furniture with renowned manufacturers like Poltrona Frau and Poliform.The lower deck houses the owner’s full-beam stateroom and two twin cabins, while the VIP suite occupies the forward section. Crew quarters for four members are strategically located on the main deck forward. The main deck serves as the social hub, connecting lounging and dining areas with a cozy bar linked to the galley. The upper deck hosts a well-equipped gym, and the sundeck is furnished with loose furniture and sunbeds for outdoor enjoyment.Measuring 26.30m, the Empire is a little ship of robustness, comfort, and reliability. Powered by twin Scania engines and featuring 3 Northern Light generators and sodium-lithium chloride batteries, this vessel is a paragon of engineering excellence. The wheelhouse is designed for ease of handling, equipped with Boening integrated monitoring and control systems. A sophisticated anti-intrusion system adds an extra layer of protection.CdM's story begins in 2010. The facilities cover an overall surface of 16˙000 square meters, including 7˙000 sq. m of workshops and 1˙000 sq. m of docks. Since 2015, the shipyard has been the world’s leading builder of explorer yachts. Based in Ancona, Cantiere delle Marche builds yachts from 26m to 43m in length.Credits: CdM
December 1, 2023
Northrop & Johnson has announced the successful sale of the opulent 77.7m Golden Yachts O’Rea, orchestrated by Yacht Broker Steve Elario, representing the buyer.Motor yacht O’Rea, delivered by the Greek shipyard, Golden Yachts, in 2023, has found a new owner. With interior styling curated by Studio Vafiadis and Massari Design, O’Rea is not just a yacht; it's a masterpiece that sets new standards for luxury living on the water. The incredible design details, such as polished marble steps, backlit vertical paneling, and three-dimensional glass patterns, permeate throughout the yacht.Crafted for the discerning owner who values exquisite indoor and outdoor experiences, O’Rea showcases voluminous spaces across multiple decks, creating an idyllic setting for relaxation, entertainment, and indulgence. The seamless interconnection between each exterior area and the interior allows guests to transition effortlessly. The strategic use of glass blurs the boundaries between inside and outside, whether sunbathing on the beach club sea terraces, relaxing in the spa, or dining in the sprawling main deck area with floor-to-ceiling windows.With accommodation for up to 12 guests in eight stunning staterooms, O’Rea ensures a consistent level of comfort and sophistication for every guest. The owner’s suite stands out with its expansive height and volume, including a private office area. A dedicated crew of twenty-two ensures precision and care in every aspect of the journey.O’Rea is a symphony of indulgence and entertainment. Onboard amenities include a state-of-the-art gym, sauna, Turkish hammam, massage room, and a notable glass-bottom pool on the main deck aft, positioned above the beach club. Additional features comprise an outdoor theater, an exterior lounge/bar area, and ample sunpads across various decks.O’Rea has a steel hull and aluminum superstructure. Powered by twin Caterpillar engines, the yacht cruises comfortably at 16 knots, reaching a maximum speed of 18 knots.Recognized as a finalist at the Boat International Design & Innovation Awards 2024, O’Rea stands as a symbol of outstanding exterior motor yacht design in the 60m and above category.Golden Yachts was founded in 1996. The company began its activities by consulting and supervising the construction of the 42m luxury M/Y O’Pari new building at Intermarine SpA. Golden Yachts entered a new era in the 2000’s with a team of enthusiastic and committed naval architects and engineers. Now shipyard is famous for its 95m O'Pari, and 85m O'Ptasia. Credits: Northrop & Johnson
December 1, 2023
The latest addition to Custom Line's Navetta 30 displacement line, the eighteenth hull, was launched on November 7 at the Ferretti Group Superyacht Yard in Ancona. The ceremony, attended by Custom Line employees instrumental in the yacht's creation, marked the debut of this superyacht, tailored for an owner in the Asia-Pacific region.Crafted through a collaborative design process, the Strategic Product Department, responsible for exterior styling, worked in tandem with the Ferretti Group Engineering Department. Internally, ACPV ARCHITECTS Antonio Citterio Patricia Viel led the interior architecture, supported by Filippo Salvetti for exteriors and strategic interior design consulting from the Custom Line Atelier.Measuring 28.43 meters in length and boasting a 7.3-meter beam, this superyacht achieves ambitious volumes while radiating a sense of lightness and cruising elegance. The exterior design showcases horizontal lines sweeping towards the bow, imparting a sleek and dynamic silhouette with a touch of timeless classicism. The four-deck configuration maximizes onboard spaces, strategically arranged for conviviality, relaxation, and contemplation. Expansive glazed surfaces, over-two-meter high decks, and generous stern and bow areas provide panoramic views, creating an immediate sense of openness.Seamless integration between interior and exterior spaces defines a linear continuum, optimizing functionality. The interior styling, blending classic elements with a contemporary twist, introduces carbon detailing, sophisticated lacquer finishes, and custom textured claddings. Reflecting the owner's preferences, the decor embodies a sporty chic style, enriched by materials like nubuck leather and a captivating interplay of contrasts using polished Orobico marble and Silk Georgette marble.Dynamic contrasts come to life in a well-balanced fusion of pale, delicate tones – white, beige, and cream – with evocative shades of burnt brown, dark gray, and sepia. The Ferretti Group, led by Chief Executive Officer Alberto Galassi, is now one of the world’s leaders in the construction and sale of luxury yachts and pleasure vessels, with a unique portfolio of brands: Ferretti Yachts, Riva, Pershing, Itama, Mochi Craft, CRN, Custom Line and Wally.Credits: Ferretti Group
November 30, 2023
Antonini Navi announces the sale of the custom 33-meter yacht, Seamore 33, marking another success within a month of revealing the Explorer Yacht 32 M contract. This new yacht, commissioned by an Italian owner, is set to launch in spring 2025 and will debut at the Cannes Yachting Festival the same year. Seamore 33 represents the initial vessel in a semi-custom series, showcasing Antonini Navi’s venture into highly customizable yet series-produced yachts.This broader project involves a collaborative effort between Antonini Navi's Technical Office, Hydro Tec for exterior design and naval architecture, and Hot Lab for interior design. The steel and aluminum construction, based on a Hydro Tec concept, enables modifications to the superstructure and hull sections while maintaining the platform's integrity.Seamore 33’s distinctive design features a high, dominant bow, creating a sleek and sporty profile. The emphasis on open spaces prioritizes flexibility, with over 150 square meters of open-air living space on the main deck, expandable or enclosed by sliding pocket windows. An additional 160 square meters of al fresco space on the upper deck, including 50 square meters under an elegant hard-top, enhances the yacht's versatile layout.The interiors, crafted by Hot Lab, strike a balance between classic elegance and modern innovation. Noble teak wood complements pastel colors, fostering an atmosphere of calm and harmony with the sea. Enrico Lumini of Hot Lab describes the interiors as an "instant classic" with timeless beauty.Simone Antonini, CEO of the shipyard, expresses immense pride in Antonini Navi's achievements and credits the success to the commitment and vision of the group. This recent sale, along with the Explorer Yacht 32 M contract, solidifies Antonini Navi's position as a niche brand in luxury custom yacht construction. Aldo Manna, partner and sales director, emphasizes the challenge of selling two units over 30 meters in less than two months. With three out of four production slots occupied, Antonini Navi aims to conclude on a high note, selling the next unit with delivery in the 2026 season.Sergio Cutolo of Hydro Tec applauds the shared commitment to exceeding expectations, showcasing the success of the long collaboration and ongoing dedication between the involved companies.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
November 30, 2023