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Market Feedback and Reports, a Business Point of View. 1. Yacht Charter is an important part of the Yachting Industry!2. Asia has exceptional potential! 3. There are things we can do! 4. The state of market requires cooperation over competition.
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An assessment of
Superyacht Charter Market in Asia
Market Feedback and Reports, a Business Point of View Prepared by Rico Stapel, Charter Manager Northrop and Johnson Asia
The authority on yachting since 1949
Why should you care about Charter?
• Direct Benefits to the Industry:
– Marina Berthing, Bunkering,
Provisioning, Crewing, Maintenance
& Repair, Refitting
• Indirect Benefits
– Superyacht Charters bring Credibility
– Opportunity to develop new Products
and Services
– FDI and Business JV
• Charter: the gateway drug
The authority on yachting since 1949
The Potential
The potential is,
I risk to say, the largest potential in the world…
Alberto Perrone Da Zara,
Ferretti Group
About the potential of Asia's yachting Industry during PIMEX 2012
The authority on yachting since 1949
The Process
The
Knowledgeable
Charter Broker
The most suitable
Yacht The trustful
Client
The perfect
Destination
The authority on yachting since 1949
The Players
• The Destination – To Exite, To Entertain, To Relax, To be Seen
• The Yacht – Charter Registration, Insurance, Crew,
Service, Facilities, Toys, Experience
• The Broker – Add Value, Provide expert trusted advice and
information, Supply “fun”
• The Client – Trades his most valuable asset = Time for an
outstanding experience
The authority on yachting since 1949
The Destination, is it exiting? I think it is a really wonderful charter alternative and feel that it is just not so much on peoples’ radar. People are
basically creatures of habit and are frightened of the new and of change – all of which they have to overcome to
book Asia for charter.
Rosemary Pavlatou - A1 Yachting
Swimming with Whalesharks – Phillipines Bathing Elephants - Andaman
The authority on yachting since 1949
The Destination, is it entertaining? The cruising is superb, with a great variety of destinations – different countries , landscapes , cultures and cuisines
Tom Debuse – YCO Yacht
Chinese New Year Thai Songkran Festival
The authority on yachting since 1949
The Destination, is it relaxing? All of our customers are extremely pleased with it. I believe this has to do with the feeling of a exotic location while
still enjoying a luxurious experience. Many have commented on the difference in hospitality, service and the ability
to have entire islands and beaches to yourself .
Michael Click – SY Samata
High Quality Spas Everywhere Empty Beach in Vietnam
The authority on yachting since 1949
The Destination, see and be seen? The majority of top end clients want to go to a destination that offers; beautiful and safe cruising, nightlife, culture
and safe visits to local sites, choice of high level restaurants, luxury shopping. To have all the above you need a St.
Barths, St. Tropez or Porto Cervo of the east..
Tom Debuse – YCO Yacht
Luxury Shopping in Singapore Jakarta Fashion Week
The authority on yachting since 1949
Charter Yachts – visiting, local and listed on MYBA net
Indian Empress 311’ - visiting Lauren L 295’ - visiting Moonlight II 280’ - visiting
TV 256’ - visiting Vertigo 220’ - visiting Silver Angel 211’ - visiting
The authority on yachting since 1949
Charter Yachts – visiting, local and listed on MYBA net
SuRi 206’ - visiting Arkley 197’ - visiting Magna Grecia 191’ - visiting
Montiqne 187’ - visiting Noble House 176’ - visiting Alexandra 164’ - visiting
The authority on yachting since 1949
Charter Yachts – visiting, local and listed on MYBA net
Platinum 164’ - visiting Silolona 164’ - Indonesia Mary Jean 163’ - visiting
Asteria 160’ - visiting Jana 152’ - visiting Golden Compass 150’ - visiting
The authority on yachting since 1949
Charter Yachts – visiting, local and listed on MYBA net
Dhaainkan Baa 144’ - visiting Douce France 138’ - Indonesia Maverick II 138’ - Thailand
De Lisle III 137’ - visiting Calisto 136’ - Thailand Lady Arraya 132’ - Thailand
The authority on yachting since 1949
Charter Yachts – visiting, local and listed on MYBA net
El Aleph 133’ - Indonesia Mutiara Laut 130’ - Indonesia Onyx 126’ - visiting
Nashira II 121’ - visiting Eendracht 120’ - visiting Hye Seas II 116’ - Singapore
The authority on yachting since 1949
Charter Yachts – visiting, local and listed on MYBA net
Lady Hoo 111’ - Philippines Nymphaea 108’ - Singapore Aveline 104’ - visiting
Raja Laut 100’ - Indonesia Asia 98’ - Thailand Salila 98’ - Indonesia
The authority on yachting since 1949
Charter Yachts – visiting, local and listed on MYBA net
Makarena 96’ - Thailand Kealoha 90’ - visiting Lady Kathryn 80’ - Thailand
Merry Makin 75’ - Indonesia Silandra V 75’ - visiting Sanook 75’ - Thailand
The authority on yachting since 1949
Charter Yachts – world wide
Cote d'Azur 26%
Riviera 24%
Carribean 19%
Greece 16%
USA 9%
Maldives 2%
Australia & NZ 2%
Asia 2%
• Tiny fraction of charter yachts world wide based in Asia
Source charterworld.com
The authority on yachting since 1949
Charter Yachts – population in Asia
Visiting 56% Indonesia
15%
Thailand 16%
Philippines 2%
Singapore 4%
Malaysia 7%
• Lack of high quality Superyachts based in Asia
• Lack of Information on visiting Superyachts
The authority on yachting since 1949
Charter Yachts – charter weeks by type (average)
visiting Superyachts
17%
local Superyachts
13%
Phinisi type 70%
• Asia being perceived as an Explorer Adventure Destination
• Established yachts with professional management do better
• More difficult for visiting yachts, not area bound
The authority on yachting since 1949
Charter Yachts - the challenges
• Local Regulations
• The Perception of Danger of
Piracy
• … Natural Disaster and Health
Risks
• Uncertain Charter Income
• Distance from Traditional
Charter Areas
• Distance from Friends and
Former Clients
• Information Deficit
The authority on yachting since 1949
The Broker – global presence of the Top 10
Broker # yachts Med. Carrib. SE Asia Greece AU/NZ
Burgess 137 Y Y Y
Edmiston 130 Y Y Y
Camper & Nicholson 115 Y Y
Ocean Independence 113 Y Y Y Y
Fraser Yachts 88 Y Y
Northrop & Johnson 79 Y Y Y
Intl. Yacht Collection 40 Y Y
Yacht Partners Int'l ? Y
Merle Woods & Ass. 9 Y
Seven Seas Charter ? Y
Source: McKinsey & Company
The authority on yachting since 1949
The Broker - the challenges
• Don’t want to expose clients to
risk
• Air Travel Time
• Lack of Yachts
• Concerns for Quality of Yacht and
Crew
• Unsure of Regulations, Taxes,
Government
• Provisioning based on Guest
Requirements
• Information Deficit
The authority on yachting since 1949
• The Traditional Market:
– Europe, USA, Australia
• Mainly reached through traditional channels
and oversea Brokers in particular.
• The Emerging Market:
– Russia, China, India, Asian Expats &
Locals
• New Marketing Channels need to be
explored
• Large repeat clientele
– needs nourishing through always new
and flawless experiences
The Client - the Yachts and Brokers biggest Asset
The authority on yachting since 1949
How can we help?
• Information, Information, Information
• Itineraries with High Quality Photos
• Comprehensive Crew Profiles
• FAM Trips with “Mini Boat show” and Agents meetings
• Regular updates on Yachts, Refits etc.
• Broker Friendly Brochures, Online Brochures and
BF “Asia” Website
• Reassurance of Safety and Convenience,
Quality of Yachts and Crew
• Summary of Charter Regulations throughout
• Summary of Marinas, Ports and SY Support Facilities
• Promoting Activities, Facilities and Ease of Travel
• Competitive Charter Rates, Special Offers
• Continue Working on Legislations
The authority on yachting since 1949
How can we help?
• Concluding we can say that the
Region has to promote itself with the
help of every section.
• Region before competition, baking
the pie before sharing it.
• N&J will implement many of the
suggestions. Submissions and help is
encouraged but...
• APSA would be a very appropriate
body to coordinate.
The authority on yachting since 1949
Summary
• Charter is an important part
of the Industry!
• Asia has exceptional
potential!
• There are things we can do!
• The state of market
requires cooperation over
competition The End