Marketing strategies for attracting high-end customers

• 03.04.2023.
• News, Marketing

To attract different kinds of customers, such as high-end guests, to change or maintain your target group, there is a long list of things that should be done. But these marketing strategies will give you new insights into how things should be done.

We could say that the topic of what to do in terms of marketing, or the lists of "how-to" things, are never enough. And mostly because of one detail.   
 
Interestingly, many people in leading positions in charter think that marketing is just advertising; advertisements, Google ads, ads in specialized magazines or on local news portals. Or they are focused solely on one thing, such as social media ads, and not much else.
   
But marketing is much more than that. It's a complete strategy that can do a lot to increase sales and grow your business, just with a good plan and investing a little of your time throughout the day.    
   
The thing that most yacht charter companies want to know is all about attracting customers, mainly those high-end guests. The ones that spend big and only want the most luxurious yachts, the best food, and extra service - and are ready to pay well for everything. And how will they know who you are, where you are, and what you offer to them?   
   
Customisation is the key here. To attract high-end guests, you have to give them what they want. It's simple, as in life - you have to work for it.    
   
There is a long list of things one yacht charter company, big or small, must do to have customers that they want or change their clientele completely, and those are:   

• Identification and customisation   
• Positioning and branding    
• Building relationships with networking    
• Using digital marketing platforms    
• Working on better visibility    
• Implementing technology    
• Using event marketing   
• Partnering with brands and influencers    
• Providing exceptional customer service      

Seems like a lot of points? It is a lot of work. But don't panic. You “don’t” have to do them all. However, all of these points have to be done patiently and methodically. Your goal is already set – to attract customers (and that's "half" of the job). So, let's get to it.

    

Identification and customisation to attract customers

To begin with, you have to identify and target your desired customers, in this case, those high-net-worth individuals. You will understand what your selected guests need and prefer by conducting proper market research.     
   
This could be done by developing a list of buyer personas to understand the target market's demographics, traits, and behaviour.   
   
A high-end guest "demands" personalised marketing messages and offers that attract them personally. How to do that? Develop customised promotions and information for specific customer segments. Also, use your guests’ data (the ones that you have) and analytics to create effective marketing campaigns.     
    

Company's positioning and branding

Some yacht charter companies have never heard of these concepts – the importance of positioning a company on the market or making a brand of a company. What do these terms imply?    
   
It means you would have to develop a unique value proposition to differentiate your yacht charter company from others (with something that only you have and can offer, and nobody else can).   
   
It also means creating a good and strong brand image and reputation that will make high-end guest will flock to your side; as your charter company is known as one that will make all of their dreams come true. Dreams about luxury, unique locations and privacy, that is.   
   
Building brand awareness is essential; creating a name for yourself in the vast and overpopulated yacht charter company world – where everyone is different, yet the same. You can build awareness through marketing campaigns and promotions.   
    

Building relationships with networking

Living and working "minding your own business”? You better start changing your ways, at least business wise. You have to build relationships in the industry. Mainly with decision-makers. Have you tried networking? 
  
Use any boat show; you have the time and opportunity to introduce your yacht charter company to others. Be a team player and connect with your peers. You know the ones – other high-luxury yacht charter companies that already have those customers you covet.    
   
Travel events, boat shows, and networking events are excellent opportunities to meet potential clients and promote your brand. Remember that referrals and word-of-mouth marketing are powerful tools - to be used often.      
   

Using digital marketing platforms

We cannot stress enough how important are social media platforms for your yacht charter business. For everyone's business. So, make them look luxurious and even more so – visually appealing.    
   
Don't start dropping posts and pictures on your feed in May, then drop some 50 photos in July, and the rest of the year, just a Happy New year status. Don't do that. Be consistent and cherish your followers in that way.    
   
It's always good to "investigate" the competition. You can get some ideas from others but don't copy them – have your own or do the opposite.  
 
You can implement all the standard practices in your posts; about the company and crew, yacht operations, exciting destinations and such. But make sure all of them are high-quality pictures and that all the posts or videos give out one message to your potential guests: we are luxurious, sophisticated and high-end – just like you.

  
    

Working on improving online visibility

To use digital marketing to attract high-end yacht charter customers, having a professional website is very important. That means your website has to be up-to-date, easily usable and fast. You also must use SEO techniques to improve visibility.   
   
Create and share high-quality, relevant content, blogs, videos, and social media posts to attract (and keep) potential clients.   
   
Additionally, don't forget to use email marketing campaigns with personalised and engaging content to stay in touch with customers. Make sure you send a follow-up email (or a letter, why not) to guests to thank them for choosing your yacht charter company.

   

Implementing high-end technology to attract high-end guests   

Don't be afraid to stand out through technology. Use monitoring apps, virtual reality tours and 360° videos to provide your clients with a seamless and high-end experience.   
   
Virtual tours and 360° videos of your yachts allow potential clients to explore your offerings from the comfort of their homes.   
  
Monitoring apps allow you to do just that – to monitor your vessels and entire fleets, their whereabouts, potential repairs, maintenance issues and much much more.   

 

Using event marketing to your best advantage

Simply put - "own" event marketing by hosting exclusive yacht charter experiences.   
 
Host private events like VIP boat tours or luxury yacht parties to attract your desired customers.   
  
Creating unique and memorable experiences for customers (and peers), increases brand loyalty. It can also help to build a sense of community and makes you stand out from the yacht charter crowd.      

Partnering with brands and influencers

Now, don't be alarmed; we know how all of the above seems like too much, but it has a purpose and a goal. Collaborating with brands in the industry and influencers helps you gain access to new potential markets and high-end guests.    
   
And with a yacht charter, this may be quite straightforward – have mostly one type of yacht in your fleet? You consider them to give value for money, your guests love them, and they are easy to maintain? Connect with your supplier or the manufacturer directly. At least for what is popularly called a shout-out.  
 
Even being mentioned in their story can create a lot of buzz around your company, bringing you more followers and, potentially, new guests.    
   
It doesn't necessarily have to be a yacht manufacturer; yacht charter industry has luxury brands and suppliers enough. This also includes lifestyle influencers, such as travel bloggers, yacht enthusiasts and photographers. Connect with them to promote your brand, maybe even bring them to one of your yachts to experience all you offer first-hand.    
   

Providing exceptional customer service

You need to offer customised, personalised yacht charter experiences - all tailored to the preferences of the high-end guests you want to attract. Focus on providing a luxury experience and even exceeding their expectations.    
     
This can be done in several ways, mainly by improving customer satisfaction, with concierge services, special promotions and discounts or even developing loyalty programs to reward repeat guests. You can also highlight the privacy and security of your yachts for some added value.  
 
The extra effort includes premium materials in your branding and marketing materials, from luxurious decorations, towels, sheets, and utensils to food and beverages. 
 
Ensure that your team onboard is trained to provide a luxury personalised experience for your guests. Make an extra effort to add services such as private chef, massages, yoga or whatever your guest may need.   
 
It all comes down to this – you must deliver that luxury experience that will satisfy your customers, and then exceed it. This you can do with personalised service and making your guests feel they are the centre of attention.   
 
  
All of the above points constitute your marketing, even though some don't seem to be.  

Are you ready to apply these marketing (and other) strategies to attract high-end guests to your vessels? Do you need help understanding? Or in implementation?
Contact us and together we will create the best possible strategy just for you.

 

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