MARKETING YACHTS IN THE GEN Z ERA

In recent years, marketing in the yachting industry has undergone a significant evolution, driven particularly by the growing importance of social media.

Recently, I read with great interest an article by Farouk Nefzi, Chief Marketing Officer at Feadship, published by the Dutch shipyard under the provocative title: “Viagra, Fiat and Feadship: why yacht marketing needs a wake-up pill.”

According to Nefzi, marketing in the yachting world urgently needs a shake-up: it must become more daring, creative, and innovative, drawing inspiration from other industries to effectively communicate with Millennials and Generation Z using more authentic, direct, and engaging languages.

I had previously explored this topic in my article “The Evolution of Social Media in the Superyacht World,” published in Vela e Motore in 2024.

Today, when used effectively, social media represents powerful tools to enhance luxury yachting. Once avoided for privacy reasons, they have now become integral to industry communication: journalists, brokers, captains, and even onboard crew regularly use them to engage an increasingly broad audience.

A concrete example? Onboard King Benji (47 meters, Dunya 2024), there is a dedicated social media manager.

It is not just about showing seductive images, but about generating engagement, building a community, and stimulating authentic interest around luxury yachting.

Today’s consumer seeks an emotional experience, and social media is particularly effective in meeting this need.

Their reach is extraordinary: they can redefine the perception of the nautical world, making it more accessible and attractive even to a younger, tech-savvy audience seeking personalized experiences.

We already began observing changes in values and purchasing behaviors with Millennials, but it is with Generation Z that the transformation has truly become evident.

Perhaps Baby Boomers exhibited the strongest connection to brands, purchasing mainly for brand value. Newer generations, on the other hand, want to feel part of a narrative—authentic, inclusive, and engaging.

Today, buyers are much more informed thanks to immediate access to online content and resources. They want to see, touch, directly experience, feel involved, and share a common identity. A good name alone is no longer enough: consistency, vision, and continuous action are required.

Pairing a yacht with a significant event in an exclusive location creates a win-win dynamic: it strengthens brand prestige and offers the buyer a unique, memorable experience perfectly aligned with their expectations.

In this scenario, it is crucial for shipyards to invite carefully selected influencers aboard—true authoritative voices in the nautical world.

It is not merely about choosing someone with many followers; the right influencer for this industry must possess genuine expertise, profound knowledge of the sea and onboard life, as well as the ability to narrate the experience authentically and credibly.

Only in this way can they convey value, create connection, and inspire the audience’s desire to personally live that experience.

From this perspective, social media represents an extremely advantageous tool compared to traditional advertising methods: not only are they more economical, but they allow brands to reach millions of people rapidly.

However, it is essential for shipyards to carefully select the figures they involve: influencers must be prepared, respected, listened to, and above all, genuinely connected to the maritime world.

Only those who truly understand these dynamics can convey the emotional aspect of the experience, highlight brand identity, and contribute to effective, consistent, and lasting communication.

The strategic use of social media—whether B2C platforms such as Instagram, YouTube, and TikTok, or B2B like LinkedIn—is now indispensable for the growth and positioning of brands in the eyes of Generation Z.

We live in an era in which purchasing a yacht no longer depends exclusively on construction quality, though still central, but also relates to the desire to become part of an exclusive club with shared values and identity.

Today, the sense of belonging exerts an influence almost equal to the technical characteristics of the product itself.

Marketing is therefore more crucial than ever—but to be effective, it must be radically rethought. As Farouk Nefzi rightly stated, it is time to adopt a bolder, more innovative approach genuinely in tune with the desires and expectations of new generations.

Nowadays, having an Instagram profile is no longer enough. Reposting other people’s content is no longer enough. Quickly showing the interiors of a yacht is no longer sufficient.

The audience has changed. They are more attentive, curious, and knowledgeable. They want to understand, experience emotions, and truly engage. They need genuine content. They need details, stories, visions. They need narratives capable of resonating deeply and leaving a lasting impression.

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