Blog

This is no longer a battle of portals, but a battle for control of the yacht charter market

• 07.04.2026.
• News, Management

The acquisition of Borrow A Boat and its integration into Five Seasons Yachting Group shows that the yacht charter market is no longer changing only through the growth of individual portals, but through the connection of distribution, technology, data and customer relationships. In such a model, the greatest advantage no longer necessarily belongs to the one who has the fleet, but to the one who controls digital access to the market. Selma Ćubara in her new column draws a parallel with the American market and warns that for Croatian yacht charter companies the biggest risk is the loss of autonomy, not just the level of commission.

How to Sell Services at Nautical Networking Events Without Traditional Selling

• 30.03.2026.
• Sale

A networking event in the charter industry should not be seen only as an opportunity to meet people, but also as a space where business opportunities can open up naturally. This article explains why the round table format is especially useful for selling services without a traditional pitch, how participants, moderators, and partners can benefit from it, and why this type of conversation brings real value to the nautical market.

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.

The helm is not delegated - not in season, nor out of it

• 18.03.2026.
• Management

When a leader sets change in motion and then disappears from the process, the consequences do not stay in the meeting room, but surface in the middle of the season. In this article, Andreja Fazlić examines how much that pattern costs the team, day to day operations, and the overall guest experience.

Why Posting Regularly on Instagram Does Not Bring Inquiries in the Yacht Charter Business?

• 17.03.2026.
• Sale, Marketing, Social media

If you regularly post on Instagram but still are not getting inquiries, the problem probably is not that “the algorithm is not working in your favor.” Much more often, the real issue lies in how your profile looks to someone checking you out for the first time before sending an inquiry, making a booking, or discussing a potential collaboration. That is exactly why this article is worth reading to the end: it shows where a profile most often loses trust, why content fails to deliver real results, and what needs to change so Instagram can finally start working in favor of your business.

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.