- Owner - Understanding the owner


Understanding the owner

An encyclopedic new research project on the market is being undertaken by The Superyacht Intelligence Agency.…

In order to thrive within a market, you must fully understand it. In a world where data is fast
becoming king, The Superyacht Intelligence Agency, part of The Superyacht Group, is
undertaking an extensive project to paint a comprehensive portrait of the superyacht market.

The project’s first phase, which is still ongoing, is speaking to a range of superyacht owners
and UHNWIs. Through conversations and interviews with those who are at the heart of the
industry, the team hope to educate the wider market on the true needs of owners.

In addition to the interviews with owners and UHNWIs, the project is also asking for insight from their closest advisors. By hearing the opinions of those that work side-by-side on a range of issues, the research project will ensure a complete picture of habits, preferences and frustrations. Captains, designers, lawyers, managers, brokers, builders and senior crew are invited to share their views anonymously.

The focus of this project, and the motives behind the team’s research, is to understand the current buying process, the customer attitudes, their understanding of the industry and the appreciation of buying and owning a superyacht. The results will provide the industry with valuable insight and understanding of the ownership journey, with some strategic ideas for engaging with the wider network of potential customers.

The more owner insights we can gather from the wider network of industry players who work closely with owners, the easier it will be to present the industry with new, relevant and intelligent ways of targeting, communicating and attracting potential clients, who need or want to understand the variety of reasons to buy and the benefits of owning a superyacht.

The Superyacht Intelligence team have created a comprehensive survey to ascertain industry trends, opinions and ideas. It takes less than 10 minutes to complete and all answers will be kept completely confidential (unless you wish to share your details). Click here to take part.

For more information, contact Rosanne Koning by emailing

Image credit: Justin Ratcliffe


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The Superyacht Agency

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