Technology

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.

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 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.

Standards and Procedures in Charter Marketing: How to Stop “Posting” and Start Building Demand

• 13.03.2026.
• Marketing, Technology, Social media

Charter marketing can no longer rely on occasional posts, scattered campaigns, and last-minute actions without a clear goal. Today’s market expects clarity, speed, consistency, and trust, and these are built through standards and procedures. This means a charter company must know who it is addressing, how it presents its offer, how it plans content, how quickly it responds to inquiries, and which results it tracks regularly. In this way, marketing stops being improvisation and becomes a system that supports sales. Companies that adopt this approach do not sell only their fleet, but also a sense of professionalism, organisation, and reliability.

7 digital tools yacht charter companies can’t do without

• 16.12.2025.
• News, Marketing, Technology

Running a yacht charter company means balancing between guests, the fleet, and paperwork. But what if technology could take over part of the work and give you more time for what matters most? This guide brings 7 digital solutions that have already changed the way many yacht charter companies operate and can change yours too.