Monaco Yacht Show Markets to Millennials

As one of the premier yachting show events, the Monaco Yacht Show is often seen as a trendsetting show for the wider market. Read more.

The Monaco Yacht Show is fast approaching. As one of the premier events in the yachting industry, hosted in the Port Hercule of Monaco, is often seen as a trendsetting show for the wider market. This year in particular, the marketing campaign has been increasingly focused on millennials. Whereas traditional yachting marketing has focused on Gen X, the Monaco Yacht Show team has been open about its aim of attracting new clients to the market.  

Whereas traditional yachting marketing has focused on Gen X, the Monaco Yacht Show team has been open about its focus on attracting new clients to the market. 

As with many other industries, yachting was very much changed by the COVID 19 pandemic. The market was particularly influenced by many new clients organizing charters on yachts because of privacy, health and safety security reasons. In this way, there was a significant boost for the industry as more people enjoyed yachting for the first time.

Moving Away From Lifestyle of the Rich to Finding Fulfillment In a Self Created Life on Sea

The focus of yachting is evolving, moving on from solely sunbathing on deck or hosting glamorous parties, vessels are now used for scientific expeditions or discovering shipwrecks. In this way, many people are considering a yacht charter if they love extreme sports or would like to take an adventure to off-the-beaten-track places such as Antarctica or Fiji. Immersive experiences, gastronomic chefs, recording studios … the limits to what you can do on a yacht are seemingly endless. However, some in the industry have been slow to understand the needs and desires of a so-called ‘modern’ yacht client. Therefore, Monaco Yacht Show is making a concerted effort to market to younger millennials.

Attracting a New Generation of Yachting Enthusiasts

The 2022 show confirms the Monaco Yacht Show’s ‘seduction’ program, specifically designed to attract a new generation of yachting clients. “The Monaco Yacht Show made its grand return to the international event scene in 2021, sporting a 3-year development program with a clearly-stated goal: to promote superyachting among a new generation of clients,” explained General Manager of Monaco Yacht Show Gaëlle Tallarida in a statement to the press.  

The show has also evolved its exhibition areas to make it easier for the new wave of yachting customers to meet experts in their respective fields and to discover the range of products and services needed to successfully complete their yachting project. 

The show has also evolved its exhibition areas to make it easier for the new wave of yachting customers to meet experts in their respective fields and to discover the range of products and services needed to successfully complete their yachting project. 

As one of the premier yachting show events, the Monaco Yacht Show is often seen as a trendsetting show for the wider market. Read more.

The Monaco Yacht Show wanting to tap into a new audience is also clear in its choice of partners this year. The luxury watch company Richard Mille is a new sponsor for the show and cements the show’s aims to attract a new pool of luxury clients. The yachting world has often been seen as a very niche market. However, this new partnership may signal a turn in the Monaco Yacht Show and an influx of new clients interested in the yachting world. The show’s organizers have also joined TikTok, which is a worldwide platform to engage with large groups of individuals. 

The luxury watch company Richard Mille is a new sponsor for the show and cements the show’s aims to attract a new pool of luxury clients. The show’s organizers have also joined TikTok, which is a worldwide platform to engage with large groups of individuals. 

Sharing the Joy of Yachting with the Younger Generation

There are many industry events in the yachting market that are focused on networking and B2B professionals to meet, discuss the market and continue to serve clients. Monaco Yacht Show is one of the most consumer-friendly yacht shows and it has an immensely popular public day. By opening the world of yachting to more people, it can only be a positive thing for every part and sector of the industry. 

By opening the world of yachting to more people, it can only be a positive thing for every part and sector of the industry. 

The innovative marketing strategy is an excellent step forward and cements the show as a leading voice in the wider yacht industry. As clients become younger, have different priorities and ways of approaching charters and ownership, it is vital that the industry works together to allow them to understand the joy of yachting. 

Stay tuned for the Monaco Yacht Show edition of our YATCO SHOWBOOK, featuring all the yachts on display at the show represented by the professional members of YATCO. 

Monaco Yacht Show will take place from 28 September to 1 October. Learn more about the event here.

Image credit: Monaco Yacht Show


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