Technology

AI will turn your business and brand into kitsch, and when you are kitsch, you cannot be premium

• 21.07.2026.
• Technology

Many companies took digital marketing seriously only when a force called the COVID pandemic disrupted their “we've been doing it this way for years” ways of sales and business operations. And while digitalization and digital transformation are still on shaky legs, like a child just taking its first steps, we are already witnessing a plague of AI instant-solutions. Those that will, in the best-case scenario, cost you more money than you planned, and in the worst, even the survival of the business itself.

Where to Find Reliable Yacht Charter Management Software — Beyond the Booking System You Already Use

• 14.07.2026.
• Technology

Booking systems solved sales, but most of the cost and stress in charter comes after the reservation — in maintenance, check-ins, reviews, and administration. Here's an overview of the tools that digitalize those processes — tools most charter companies aren't using yet.

How AI Is Changing the Way Guests Choose Yacht Charters (And Why Many Still Don’t See It)

• 26.05.2026.
• News, Marketing, Technology

Guests are increasingly no longer searching in the traditional sense. Instead, they ask questions and expect direct, structured answers. AI provides those answers, often already in the form of recommendations that narrow down the selection before a charter company even gets the chance to make contact. This article explains how decision-making behaviour is changing, why the yacht charter segment is likely to feel these shifts faster than other tourism sectors, and what visibility really means in an AI-driven environment. The focus is no longer just on being present online, but on communicating a clear and relevant offer.

You know what premium service takes. But do you know why you still don’t have it?

• 26.05.2026.
• Technology, Management, Education

In this column, Andreja Fazlić explains why premium service in the yacht charter industry is not created simply through better yachts, smoother communication, or a new CRM. It requires changes in the way teams operate, make decisions, and think about service itself. The article explores why business transformation often breaks down precisely where technology ends and human habits begin.

You No Longer Have the Luxury of Doing Things the Old Way

• 19.05.2026.
• Marketing, Technology, Management

The Croatian yacht charter industry no longer has the luxury of doing things the old way. In her latest column, Selma Ćubara explains why digital marketing, clear strategy, and stronger processes are becoming essential for more sustainable and competitive business operations.

AI in Charter Marketing: When It Helps, and When It Hurts

• 23.03.2026.
• Technology

Can AI speed up charter marketing? Yes. Can it also make it worse? Absolutely. In this article, we look at where artificial intelligence truly helps, where it creates a generic impression, and why in charter, not even the best automation can replace trust.