Want to win the yacht charter market? You shouldn't do this!

• 23.04.2024.
• News, Management

You have social media for your yacht charter, and you think that's enough. But during that time, your competition succeeds in things you fail in - because you feel you don't need those things or don't have time for them. Find out exactly what you need to do to win over your target market.

When you look around you a little, you see how others succeed better than you, while you still don't know who your ideal guests should be. 
 
What is your competition doing (and succeeding) that you are not? The competition is there for comparison, but not for copying. 
 
And it's not a matter of what others are doing; it's a matter of what you absolutely shouldn't do if you want to succeed. 
 
We bring you 7 (and one bonus) things you should never do in your yacht charter (with an explanation of how to do it right, of course): 

1. Target the wrong audience 
2. Not be transparent 
3. Be stingy with information 
4. Incorrectly determined your price/value 
5. Forget to follow up 
6. Forget that digital marketing strategy is a process 
7. Save on photography  

 

1. You are targeting the wrong audience 

Do you know who the ideal charterer for your vessels is? Who would you like on your yachts, and how do you think your vessels would be great for them?

Is everyone your audience? Of course not. 
 
But you need to know if your audience is families, adrenaline junkies, adventurers or someone looking for a luxury vacation (but at sea)? 
Which of the above do you have something to offer? 
 
Don't target everyone. Not everyone is your audience.

You can't cater equally to those who enjoy sailing and adrenaline and retirees with deeper pockets who are looking for peace and good restaurants.  

Nor can you accommodate families with children who want to exchange a holiday villa for 10 of them if you have vessels with a maximum capacity of 6 people. 
You should know your ideal guests and audience to best sell them what you offer. 
 
When you tailor your message, advertising, and content to a specific group of people, you can best cater to their wants and needs. 
 
The worst thing you can do is to throw out generic (and average) content and target everyone with advertising, hoping to hit someone somewhere. 
 
 

2. You are not being transparent 

There is nothing people love more than getting value for money. 
Or to get precisely what they wanted, nothing less or worse in value. 
 
And this especially concerns payment. 
Don't allow yourself to have any hidden costs that you have not communicated and with which you will welcome guests at check-in. 
 
For complete transparency, we recommend proceeding as follows: 

• Specify the yacht charter costs in detail - you must clearly state all the costs of the boat charter and any additional cost options. Explain every detail in detail, especially obligations not directly related to the charter, so there are no misunderstandings. (For example, they have to bear the fuel costs themselves, additionally pay for the services of the skipper, use of additional equipment, tourist taxes, tips for the crew, payment of moorings, etc.). 
• Clearly specify the rental periods - you must have accurate prices for specific dates or periods of the year. 
• Have secure payment channels - to protect your customers' financial information, you must use proven and secure payment methods and clearly state which methods are acceptable. 
• Highlight additional services - if the yacht charter includes the option of renting with a crew, an additional hostess, a cook or additional props, this information should be clearly highlighted. All details of the rental and payment should be detailed. 

 

3. You are stingy with information 

Offer your target audience all the information they could be looking for. 
The easiest way to do this is to put yourself in the role of (inexperienced) guests. 
 
Do you know what they might be looking for from a yacht charter company, what they might be interested in and where they might want to go? 
 
It would be great if you were available via live chat. If this is not possible, you need to have a contact form where people can send you a message (to which you will respond as soon as possible). 
 
Ensure your contact information (address, phone number, email address) is accurate and transparently published on your website. 
So don't imply, but have clear information, such as: 

• Detailed fleet description – a list of your yachts with detailed specifications of each vessel, including size, capacity, year of manufacture, amenities, interior and exterior photos, and availability in a specific period. 
• Price list of boat rentals and services - a complete overview of the prices of each boat and all price options for each period. 
• Rental terms - clearly stated rental terms, including rental duration (minimum and maximum), cancellation policy, deposits and insurance. 
• How to make a reservation - information that accurately follows and explains the process of booking your vessels, options and payment methods. 
• Crew information - if you have crewed yachts with a crew, detailed profiles of the members (preferably with pictures), as well as their qualifications and experience, are essential. 
• Route options and suggestions - route suggestions and itineraries for different regions and different seasons, with possible sights to visit or activities to try. 
• Additional services and activities - details of extra services that your yacht charter or your partners offer, such as diving, fishing, water sports, i.e. options that can enrich the sailing experience. 
• Safety information and protocols - information about safety measures, equipment on board and procedures in case of storms or emergency situations. 
• Reviews from previous guests - authentic reviews and testimonials from guests who have previously used your services and your yacht charter- can benefit potential clients. 
• FAQ (frequently asked questions) - a section with answers to frequently asked questions can help clarify many doubts and save time for both potential guests and charter staff. 

 

4. You have incorrectly determined your price and value 

The yacht charter industry often faces fluctuations in the booking period. Again, it depends on several factors, such as the economy, the state of the world, and even weather conditions. 
 
When it comes to prices, the yacht charter industry has two main problems, one of which is excessive discounting of vessel prices, and the other is inflated prices. 
 
What is the problem with offering excessively low prices, i.e. discounts? Probably the fear of a lack of reservations (especially compared with previous years). 
But these discounts (especially unrealistic ones) can harm the perception of the value of your service. 
 
Discounts focus on short-term revenue growth. If you cannot see any other way, "early bird" strategies or special packages for certain periods are a better option. 
 
With quality advertising, you can attract more guests without lowering prices to the extent that your offer, your vessels, and the entire yacht charter company are devalued. 
 
Market segmentation can also help you target a specific group and adjust your prices and offers according to their needs and financial capabilities. 

Unrealistically inflated prices can only be justified and profitable if your yacht offers an extraordinary luxury experience that justifies the higher price. 
For example, if your yacht has characteristics that the same or similar yachts on the market do not have, such as a designer interior, top technology, or exclusive services such as a private chef. 
 
Before setting prices, research the market thoroughly to better understand trends and set competitive but realistic (and justified) prices. 

 

 

5. You forget to follow up 

In communication, it often happens that it ends after potential guests don't react to your answer. 
 
For example, you received an inquiry and responded to it but received no feedback from anywhere. 
 
You didn't do a follow-up, and there is a high probability that you lost those guests. 
And it seems like you keep repeating these things in the same way. 
 
What exactly is follow-up? In short, it is a process of continuing communication, and it is essential because it encourages further interaction even when it is considered that it has "disappeared". 
 
How and in what way should quality follow-up be done? Submit the following information: 

• Personalised email after booking - send an email thanking you for the booking and confirming the details, as this is how you show professionalism and start building relationships with guests. 
• Pre-arrival reminder - a few days before guests arrive at your base, send useful information that they might be interested in, such as check-in and check-out details or nearby destinations, shops and restaurants, etc. 
• Ask for feedback - after guests have checked out, send them an online questionnaire and ask for their feedback. This information will help you improve your service and show your guests how much you value their opinions. 
• Special offers and discounts - regularly send notifications about special offers, discounts or promo packages, especially as they will attract guests to book again. 
• Notifications about events and news - keep guests informed about new services, events or new yachts in your charter. 
• Birthday cards and anniversaries - send your guests personalised birthday cards if you have that information (and throw in a special offer, just for them). 
• Interactive content - send periodic newsletters that include your blogs, guides and destination tips, keeping guests interested and engaged. 

 

6. You forget that digital marketing strategy is a process 

Most yacht charters do their digital marketing occasionally. They stop with it almost instantly after the first bookings start. 
 
But marketing is not a occasional process, and it gives the best results if it is done continuously, 
 
Digital marketing requires maintenance and work even after the season ends, and the guests leave. That's the only way you'll stay in their minds for years to come. 
 
Here's how you should continuously work on marketing to stay relevant to your guests: 

• Loyalty program - introduce a program that rewards guests with points or discounts for each booking, encouraging them to come again. 
• Seasonal promotions - offer special rates or packages during the off-season to attract guests even outside the main season. 
• Exclusive offers for returning guests - create offers only available to returning guests, such as upgrades to a newer/better yacht or a better price. 
• Email marketing throughout the year - regularly send news, tips and attractive offers via email to stay in touch with guests. 
• Social networks and blogs - actively use social media and blogs to publish interesting content about destinations, yacht experiences and travel tips, etc. 
• Personalised approach - analyse guest data and tailor communications to their interests and past experiences. 
• Webinars and virtual events - organise online events and webinars so that guests can learn more about you, your offer and plan their next vacation. 

 

7. You save on photography 

Don't let bad photos be the first impression potential guests get about you and your yachts. 
 
Low-resolution, blurry and poorly taken photos show unprofessionalism and carelessness and can harm how your potential guests see you. 
 
Invest in professional photography that will show every detail of your vessels in a efficient and unified way. 
 
The right photographer knows how to capture the essence of your yacht charter company and will use the proper lighting, composition and shooting techniques to show your fleet in the best light. 
 
In addition to photos of the vessels themselves, use the opportunity to publish photos of attractive destinations on the Adriatic coast. 
 
Quality photos and multimedia not only enrich the impression of your website or promotional material but also help your guests visualise their dream vacation. 
 

Bonus - don't forget quality content 

If you've ever searched anywhere about blogs or content, you've come across the phrases "content is king" and the like. 
And that is right. 
 
Publish content regularly and persistently. 

Whatever you do, don't forget that the text is the one that will complete your entire story, no matter the content you publish. 
Look at content as something that keeps your website and your social networks alive all year long. 
 
The website has no function if it is not accompanied by adequate keyword-rich texts. It has no continuity if you don't post blogs regularly. 
 
Images on the web also won't be complete without accompanying text, and social media posts won't be good without context. 
 
Whatever you do, send, or advertise - always link it to your website. 
  
 
Are you ready to set your fleet apart from the rest and stand out on the yacht charter scene? 
Contact us, and let's discuss creating a digital marketing strategy that best suits your needs. 
 
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