Edmiston Experts Series: Unlocking the power of charter shows for your yacht
Charter shows are much more than dates on the yachting calendar. They are opportunities to build reputations, strengthen relationships, and open the door to future bookings. For Owners, Captains, and crew, these events provide a rare and powerful platform to showcase a yacht at its very best.
In an increasingly competitive market, where first impressions often make the difference between being recommended or overlooked, a strong presence at the key shows can transform a yacht’s profile and secure its position as a preferred charter choice. These events give brokers a reason to remember and champion your yacht, creating a sense of familiarity and trust that cannot be achieved through marketing alone. They also provide the stage to communicate your yacht’s story, its unique features, its personality, and the experience it offers in a way that resonates long after the show has ended.
Discover how to make these opportunities work for your yacht and why they remain one of the most powerful tools for long-term charter success.
Unmatched exposure: Bringing your yacht to life
In the charter business, there is simply no substitute for experiencing a yacht in person. Charter shows give brokers the chance to step onboard and fully appreciate every element of your yacht’s offering for themselves.
Michaela Beitz Biggi, Head of Charter Fleet Management, highlights the unique impact of charter shows: “From the moment they cross the passerelle, brokers are immersed in the atmosphere you want to project. They meet the Captain and crew who will be caring for their clients, explore the cabins and communal spaces, and, most importantly, experience the yacht in true charter mode. Private lunches and hosted gatherings onboard allow them to sample the menus prepared by your chef, enjoy wines from your cellar, and see first-hand the standard of service their clients can expect.”
For crew, these shows are their moment to shine. Chefs take part in high-profile culinary competitions, demonstrating both their technical skill and their creativity in crafting memorable dishes. Stewardesses showcase their artistry through elaborate table-setting contests, reflecting the attention to detail and flair that elevate the guest experience. These live demonstrations give brokers a tangible sense of the yacht’s personality, something that cannot be fully captured through imagery or written descriptions alone.
A platform for building broker relationships
At its core, the charter business is built on trust, and trust is built on relationships.
Michaela Beitz Biggi explains: “Charter shows bring together the global brokerage community, providing a unique opportunity for Captains and crew to engage directly with the people who are most influential in guiding clients’ decisions.”
She continues: “In-person interactions with brokers allow you to communicate not just the features of the yacht, but its story. Why it’s special, what makes it different, and why their clients will love it. Captains can share insights into itineraries, crew strengths, and operational highlights, while Central Agent teams use these occasions to share market intelligence, gather feedback, and build new partnerships.”
The value of these connections cannot be overstated. A broker who has enjoyed a superb lunch onboard, met the crew, and felt confident in the yacht’s service is far more likely to recommend it to their clients over a competitor they’ve only read about.
Showcasing the yacht’s charter appeal
At a charter show, every polished surface, every thoughtful touch, and every interaction becomes part of the story you want brokers to take away. From the gleaming brightwork to the carefully curated flowers in the guest suites, every detail speaks of quality and care.
These events also provide the perfect moment to spotlight what is new. Michaela Beitz Biggi explains: “Has your yacht undergone a significant refit? Installed a new toy garage? Introduced a specialist wellness programme or welcomed an exceptional new chef? Charter shows are the ideal setting to share these upgrades with the market, allowing brokers to see for themselves how the yacht continues to evolve and improve.”
This level of presentation does more than impress. It reassures brokers that your yacht is maintained to the highest standards and offers their clients something truly distinctive. In a competitive market, that reassurance translates into bookings.
Boosting charter bookings through reputation
The impact of attending charter shows lasts long after the event itself. A strong showing helps cement your yacht’s standing within the industry, positioning it as a trusted and desirable choice for highvalue clients. Brokers who have stepped on board, met the crew, and experienced the service first-hand are far more likely to recommend your yacht with confidence, not just for one season but for years to come.
Michaela comments: “For Central Agents, these events are equally valuable. They provide the opportunity to reconnect with their network, share insights on client preferences, explore emerging destinations, and discuss evolving charter trends. This exchange of knowledge strengthens the yacht’s visibility within the market and creates opportunities that extend well beyond the show.”
Attending charter shows is one of the most effective investments an owner can make in their yacht’s charter success. They offer the platform to present your yacht at its very best, deepen broker relationships, and build the reputation that keeps your vessel top of mind for discerning clients.
To find out how to maximise your yacht’s presence at the next charter show, speak with Edmiston today.