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.
The British studio AB Yacht Design and Naval Architecture studio presented a 60-meter sportfisher superyacht concept which was named Project Canyon.It is a 60-meter long ultra-luxury, adventure focused sportfisher yacht. The exterior design is characterized by smooth lines and clear volumes, with just the tower betraying the mission of the yacht. She has been made for an owner who would enjoy more being on a 24 meter motor yacht rather than any typical 60 meters superyacht. The lifestyle of such an individual is depicted in every aspect onboard. The main aim of the concept is to let the owner and the guests experience the privilege of being really close to the sea, but with the comfort, amenities and space missing from a smaller yacht.Project Canyon can accommodate 12 guests in six cabins and features a pool, a wet bar, an open-air cinema and a 5.15-meter WilliamJet Rescue Tender.The sportfisher will be able to reach a top speed of 22 knots. AB Yacht Design and Naval Architecture was founded in 2018 by Aristotelis Betsis. Aristotelis has graduated from the University of Strathclyde with the degree of Master of Engineering in Naval Architecture. In 2018 and 2020 he had been shortlisted as a finalist at the Young Designer of the Year Award, organized by Boat International and Oceanco. Credits: AB Yacht Design and Naval Architecture
December 1, 2022
The 48.8-meter superyacht EIV sold by Allied Marine broker Dean Anthony representing the buyer and seller with the help of co-listing broker Kevin Bonnie of IYC Yachts.EIV was built and delivered by Rossinavi in 2020 for an American client. She has an aluminum hull and aluminum superstructure. The 498 GT vessel’s exterior and interior was made by Enrico Gobbi’s Team for Design, while her naval architecture was made by Rossinavi and Arrabito Naval Architects. She can accommodate 10 guests between five well-appointed cabins. She features contemporary interiors, with fabrics from Hermès, Rubelli and Armani Casa. Accents come in onyx, leather and bronzed brass metals.She also features a spacious lower deck swim platform, a hot tub on the foredeck, and a circular alfresco dining table at the aft. She is powered by MTU engines of 2600 hp each giving her a maximum speed of 19 knots and a cruising speed of 15 knots. EIV's maximum range is 3600 nautical miles at 10 knots. Rossinavi is an Italian manufacturer of custom steel and aluminium superyachts 28m in size and larger. The Rossi shipyard was founded in 1970s and is located in Viareggio.Credits: Yacht Harbour archive
December 1, 2022
In September the 88 meter Maltese Falcon started a major refit at Lusben yard. The work will be continued in May 2023, so the yacht can join Burgess charter fleet for the summer season.Maltese Falcon is an iconic vessel, which was launched by Perini Navi in 2006 and designed by Ken Freivokh Design. She can accommodate 12 guests across six cabins. In 2023 she will get a new 10 sq. m pool, modification will be done on the flybridge deck, and a new deck will be added in the tender bay area. The area for accommodating also will be changed, including the master and VIP suites. The table will be replaced with the new one at the dining area. Maltese Falcon is one of the most recognizable yachts in the world and very popular among charter clients. Credits: Burgess; Yacht Harbour archive
December 1, 2022
Roman Shipyard Canados announced that the new Gladiator 493 Grand is getting ready for testing. She is expected to reach a top speed of more than 50 knots. The Gladiator 493 Grand’s design offers a modern classic appeal and comfortable interiors. She comes with a deep swimming platform which, as an option, can be converted into hydraulic swimming or boarding stairs. The aft deck sun pad is generous, and hides a garage and the helm station is protected by a laminated glass windshield. The fore deck offers the exact same setup as the 431 WA with its gigantic sun pad and chaise lounge.The interior comes with two cabins and two baths. Located in Ostia, just 7 km from Rome Airport, the iconic Rome based Canados shipyard was founded in 1946 and has successfully delivered over 850 yachts in sizes up to 43 meters. Canados produces 3 product lines, Canados, Gladiator and Oceanic. Canados 80,000 sq. m waterfront facility is located at the mouth of the River, 500 meter from the sea. Credits: Canados
November 30, 2022
Azimut has sold 22 units of its new Azimut Grande 26M series since August, when the first hull was launched at its Viareggio facilities. The yacht debuted at the 2022 Cannes Yachting Festival.Her exterior was made by Alberto Mancini, while the interiors were made by Achille Salvagni. Grande 26M's key feature is the ‘Deck2Deck’, a design element that sees the transom raise flush with the aft edge of the main deck. This creates an extendable deck that can be utilized as a lounge area or dining space, with convertible furniture on hand to help owners customize it to their needs.The first hull was launched at August The yacht has a fluid layout that prioritizes independence between crew and guest areas. Designed for a “contemporary owner”, the yacht is home to a main deck owner’s suite with full-height windows that let in plenty of light. She can accommodate 10 guests in five cabins. Grande 26M is one of Azimut’s new generation of low-emission yachts and is the “first in its category fitted with the new 4600 Pod propulsion system developed by ZF.”Azimut reports that the combination of high-efficiency propulsion systems and a lightweight carbon fiber superstructure translates into a 20 per cent reduction in fuel consumption compared with boats the same size.Azimut Yachts is an Azimut Benetti Group brand. With its Atlantis, Magellano Flybridge, S, Verve and Grande collections, Azimut offers the widest range of 10 to 40 meters.Credits: Azimut Yachts
November 30, 2022