Buying a yacht: how internet marketing is changing the market

Even though the industry is breaking boat sales records and becoming more profitable every year, a dry-up in consumer demand is not far off. It is noticeable already now - at a time when there are a lot of new boats, shipyards, and dealers. 

In 2024, the yachting market will gradually normalize after the “Covid” boom. In such conditions, a slight drop in demand is the norm. However, it was COVID that brought remote work into our lives, and with it the growing importance of Internet marketing in all areas of life.

Buying yachts without borders

Today's buyers are no longer limited to searching for the boats of their dreams only in their own countries. Thanks to globalization and the free Internet, the practice of buying even used boats abroad has become the norm. This trend has become especially noticeable in Europe.

According to Boats Group research, more than 47% of all European customers buy yachts abroad. The same study indicates that this trend concerns mainly sailing multihulls and monohulls.

Internet marketing and yacht sales

In today's world, where people spend more and more time on the Internet, many services have moved online. This also applies to the purchase and sale of yachts. An important element of marketing has become maintaining customer interest using all available tools, including promotion on social networks and email marketing.

Shipyards and dealers now need to develop their online presence to increase brand awareness. Marketing strategies are becoming more and more diverse, and this area is actively developing.

The yachting industry, traditionally considered inert and slow, has shown positive changes in recent years. Almost all shipyards first present their boats on the Internet, showing announcement trailers and renderings, and only then hold premieres at real exhibitions. And although it is still far from reaching the level of Apple or other media giants, a positive trend is noticeable.

The cost of a yacht directly affects interest in purchasing

Interesting fact: More expensive yachts and catamarans attract more attention on the international market. For example, a catamaran costing more than US$1 million will attract 80% of demand from foreign buyers, while a boat costing around US$10-25 thousand will attract only 20% of foreign clients.

It follows that the higher the price of a yacht, the more attention should be paid to the international market. The same applies to the secondary market. To successfully enter the international market, you need a well-thought-out marketing strategy that can reach a wide audience of potential buyers.

Increasingly, companies are turning to SMM and media agencies for help to develop and implement an effective marketing strategy. Increasing competition is helping to improve the quality of both the final products (yachts) and the media segment of the industry. However, there are also negative examples when a company with a good advertising strategy fails to process all orders, which leads to a decrease in product quality.

Buying a yacht at a big exhibition is no longer profitable

Fortunately or unfortunately, the days when you could make a bargain at a yacht show with a big discount are long gone. In addition, in recent years, exhibition organizers and yacht dealers have noted a downward trend in sales at such events. This makes large yacht shows less and less profitable.

The situation is somewhat different at small boat shows. Shipyards organize their own events, such as home shows, where they can interact directly with customers in a much friendlier atmosphere. One example of such exhibitions is Open Days by Fountaine Pajot. More information about the exhibition can be found in this article.

New video on the Interparus channel 🎥

Fishermen, general gathering! The Interparus team has prepared an issue for you with recommendations for fishing on a yacht. Let's talk about the equipment and our experience. Enjoy watching!

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13.06.2024