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Solving Customer Frustrations In Yachting: Asking for Feedback
The yachting industry thrives on smooth service, and responsiveness. However, if client communication is not given priority, even the most well-run yachting company may falter. It’s simple to boast about your fleet’s excellence, your offerings’ exclusivity, or your team’s wealth of expertise. The reality is that if your customers’ needs and frustrations aren’t met, they won’t care about your accolades or awards.
I have a particular dislike for chatbots that launch a nanosecond after you land on a website, and this problem is rife on yacht charter websites. Before you even have time to browse the menus, a chatbot pops up: “Our broker Sandra is ready to chat about finding your perfect charter yacht!”. So annoying. Also, many yachting websites have sliding galleries which means they can load slowly – this is a clear indicator they didn’t test their website to check the speed, which can be a frustration for customers.
Asking your clients what they want and fixing what isn’t working will help you stand out in this saturated industry. Your hidden weapon is feedback. It helps you retain consumers by highlighting your blind spots and helping you pinpoint areas where your procedures or systems fail.
Consider this: will your customer come to you and express their frustrations directly? Most likely not. Rather, they will discreetly depart and use a different business that simplifies their lives, and they will often tell other family or friends that your website was slow, your chatbot was annoying and you didn’t reply to emails.
Another example: suppose a customer wants to book a yacht for a weekend charter. They come to your site, but the contact form is difficult to use. Perhaps it’s not mobile-friendly, too complicated, or slow. Will they take the time to tell you? Not likely. Rather, they will locate one of your competitors that allows them to make a reservation with just a WhatsApp message.
You miss out on the opportunity to find and fix these problems if you don’t ask for input.
How to Ask For Customer Feedback In The Yachting Industry
Getting input doesn’t have to be a difficult undertaking. It’s about establishing lines of communication and allowing your clients to inform you of what works and what doesn’t. Here’s how to accomplish it:
Send quick surveys
Send out a brief survey following each charter or service encounter. Don’t complicate it.
“How did your charter with us go? What did you like best? Any areas we can improve?”
“How can we help you simplify your next booking?”
“Would you tell a friend about us? Why / why not?
Free and user-friendly tools include Google Forms and Typeform. Your employees can send the survey to clients directly to personalise it.
Post a question on social media
Facebook, Instagram and LinkedIn are excellent platforms for conducting surveys and asking queries. Use features like Stories and polls.
“How do you prefer to reserve a yacht?”
“For communication, do you prefer phone calls, WhatsApp, or email?”
Clients can freely express their opinions on social media. LinkedIn has a poll option to vote anonymously.
Include feedback in the discussion
Ask them directly for their opinions when you speak with them. For example:
“How was the booking process for you?” is a question to ask.
Ask yourself, “What could we do better next time?” after the interaction.
These in-the-moment exchanges demonstrate your commitment for improvement.
Asking for feedback is important if you have a yachting company
Real-World Feedback in Yachting
Examples of how feedback can enhance customer experiences include the following:
Booking Made Easy: A charter company discovered that its online booking form was difficult for clients to use. They included a “Book Now via WhatsApp” button after gathering feedback. This minor adjustment increased charter reservations by 25%.
Preferred Methods of Contact: A yacht broker observed that their customers seldom ever responded to emails. Following a brief survey, they discovered that the majority of clients are often travelling so they preferred text or WhatsApp updates. They got great feedback after switching to these channels for confirmations.
Bespoke Itineraries: A charter broker discovered that their preset itineraries didn’t impress their loyal customers after asking for input. They witnessed a rise in repeat business after they started to provide customisable charter itineraries – there are tools that exist to help with this such as Charter Itinerary.
There is no perfect option – especially with WhatsApp and messenger apps, brands need to be assured of confidentiality with communication, so pick an option that services your customers in the best way, and keeps your business top of mind.
Action Steps for Your Yachting Business
Set Up a Feedback System: Automate or diarise a feedback process. Whether it’s an email survey, a live chat follow-up, or a simple poll, implement a way to ask your customers what they think every time.
Monitor your Company Mentions Online: Social listening is very important. Customers can leave reviews online which you need to stay on top of. Read my blog about monitoring and managing customer reviews here:
Review the Results: Look for patterns in the feedback. Do many customers complain about slow replies or one procedure? Confusing booking forms? Slow website? Not loading on mobile? Take action to fix those issues.
Communicate the Changes: Let your customers know you’re listening. For example: “We heard your feedback! You can now book directly via WhatsApp for faster service.”
Set up or automate processes to ask for feedback about your yachting business
A Small Effort Goes a Long Way
By actively seeking feedback, you’re showing your customers that you care about their experience. When they feel heard, they’re more likely to come back and to refer you to others. So, stop assuming what your clients want. Start asking. Fix the little things that frustrate them.
Call to Action Strategies for Luxury Yachting: How to Drive Enquiries and Bookings
In the luxury yachting industry, where exclusivity and high-net-worth clientele are the focus, many business owners assume their reputation will naturally drive customers to them. However, in a highly competitive market, relying solely on brand prestige may not be enough. Even the most prestigious yachts and exceptional services require a strategic marketing approach to turn potential interest into tangible business results.
One of the most critical elements of any successful marketing strategy in the yachting sector is the Call to Action (CTA). A CTA is more than just a button or phrase—it is a strategic tool that directs potential clients to take the next step in their decision-making journey. Whether you’re looking to drive yacht bookings, inquiries, or even secure long-term relationships with clients, a well-crafted CTA is essential.
In this article, we’ll explore the importance of CTAs in the luxury yachting industry, how to design them for maximum impact, and how to integrate them into your lead nurturing strategy to build trust and secure repeat business.
What Is a Call to Action?
A Call to Action is a prompt that encourages your audience to take a specific action. Whether that’s booking a yacht, signing up for a newsletter, or requesting more information, CTAs serve as the bridge between initial interest and customer conversion.
Call to Action prompts can appear in various formats—buttons, links, or even as simple phrases at the end of content. For yacht brokers, charter companies, and yacht manufacturers, CTAs guide potential customers through the decision-making process, nudging them from consideration to taking the steps to buying.
Understanding the Psychology Behind Effective CTAs
To understand the power of a CTA, it’s essential to first understand why people click. At its core, a CTA speaks to a potential customer’s desire to solve a problem or fulfill a need. When creating CTAs, marketers need to tap into the psychology of their audience—especially in the luxury yachting sector, where buyers and clients are highly discerning.
CTA Best Practices for Yachting Companies
The right CTA can be the difference between an interested prospect and a confirmed client. So why are CTAs so important in this industry?
They Drive Engagement and Conversions
The primary goal of a CTA is to drive action. While likes and social media comments can indicate engagement, conversions—such as bookings, enquiries, and purchases—are the true metrics of success. Without clear CTAs, even the most enticing yachts or luxury experiences may fail to convert visitors into paying customers.
For instance, Fraser Yachts, a global leader in yacht sales and charters, strategically places the CTAs “Contact a Yacht Broker” and “Contact a Charter Broker” on their website. These straightforward, action-oriented prompts make it easy for potential clients to engage directly with the company, moving them further down the sales funnel.
They Give Clear Direction
The luxury yachting sector is filled with affluent individuals who highly value their time. The last thing they want is to navigate through a confusing website or marketing materials. CTAs provide clear, concise direction, guiding prospects through the next steps and reducing friction in the customer journey.
Take Sunseeker, a prestigious yacht manufacturer. Their CTAs, like “Find a Sunseeker Dealer” or “Sunseeker Range Brochure,” appeal to potential clients by offering a direct invitation to find out more about their yachts. This simple approach aligns with the expectations of their elite audience who desire quick, hassle-free service.
They Create Urgency and Exclusivity
Urgency and scarcity are powerful psychological motivators. In the luxury yachting industry, high-net-worth individuals are accustomed to acting swiftly when opportunities arise, especially for limited-edition yachts or exclusive charters. A well-designed CTA can inspire urgency, driving prospects to act quickly.
The Moorings, a global yacht charter company, uses CTAs like “Special Offers” to encourage immediate action. The sense of FOMO (Fear of Missing Out) is a potent driver in marketing, and urgency-based CTAs are particularly effective during peak seasons like summer in the Mediterranean or holidays in the Caribbean.
They Help To Build Trust and Relationships
Trust is one of the most important factors in the luxury market. Yachting is a significant financial and emotional investment, and potential clients want to feel confident in their decision. CTAs that invite clients to engage with an expert or schedule a consultation foster a sense of security, building a foundation for future business.
For example, Burgess Yachts invites potential clients to “Meet the Brokerage Team” through their CTAs. This invites a personal, one-on-one conversation, signaling that the company is ready to offer tailored, expert advice. Such CTAs help build long-term relationships with clients by offering them the assurance they need to make informed decisions.
Call to Action prompts are important for yachting companies
Crafting CTAs for the Luxury Yachting Market: Build Trust, Drive Leads, and Get Sales
In the superyacht industry, where sales cycles can be long and complex, CTAs play an essential role in nurturing leads and building lasting relationships with clients. Here’s how to integrate CTAs into your lead nurturing strategy:
Segment Your Audience
Not all leads are at the same stage of the buying journey. Instead of using aggressive “Book Now” CTAs, luxury yacht marketers should tailor their CTAs to match where prospects are in their decision-making journey. For example:
Early stage: “See What’s Available” or “Find Your Inspiration”
Middle stage: “Find Your Next Yacht” or “Discover Yacht Features”
Late stage: “Request a Private Walkthrough Tour” or “Customise Your Experience”
Use High-Quality Visuals
The luxury yachting industry relies heavily on visual appeal. Incorporate stunning imagery into your CTAs:
“View 360° Virtual Tour”
“Watch Our Yacht Showcase Video”
“Explore Our High-Resolution Interior Gallery”
Offer Immersive Experiences
Create CTAs that promise immersive experiences to potential buyers:
“Schedule a Virtual Reality Yacht Tour”
“RSVP for Our Exclusive Yacht Club Event”
“Book a Sea Trial”
Best practices for call to action strategies in the superyacht industry
Maximise Social Media Engagement
Leverage social media platforms to create engaging CTA messaging:
“Share Your Dream Yacht in the Comments”
“Tag a Friend You’d Invite on Your Luxury Charter”
“Follow Us for Exclusive Yacht Listings”
Highlight the Luxury Lifestyle
Create CTAs that appeal to the aspirational aspects of luxury yachting:
“Elevate Your Lifestyle with Our Yacht Collection”
“Experience New Destinations By Sailboat”
“Begin Your Journey to Yacht Ownership”
Automate Follow-Ups
Once a lead engages with your CTA—whether by enquiring about a yacht or booking a call— follow-ups can keep the conversation going. A CTA in a follow-up email, like “Explore Our Latest Charter Availability,” helps guide the lead to the next step in the process.
Provide Valuable Content
In the yachting sector, providing useful and insightful content is a powerful way to build trust over time. Instead of generic CTAs like “Send Enquiry,” offer more targeted prompts such as “Download Our Free Charter Planning Guide” or “Read Our Yacht Ownership Tips.” This positions your brand as an expert and keeps potential clients engaged until they’re ready to make a decision.
Mastering CTAs in Email Campaigns or Newsletters: Converting Leads into Clients in the Yachting Industry
Email marketing is a powerful tool for keeping past clients engaged and encouraging repeat business. Here’s how to use personalised CTAs in your email campaigns to drive ongoing sales:
Tailor CTAs Based on Previous Interactions
If a client has previously chartered a yacht, you can personalise the CTA with phrases like “Plan Your Next Private Charter” or “Special Offer for Returning Guests.” This makes the CTA more relevant and increases the likelihood of re-engagement.
Offer Exclusive Deals for Past Clients
Luxury yacht buyers value exclusivity and personalised experiences. Effective CTAs should highlight these aspects:
“VIP Access To Our Latest Charter Listings”
“Exclusive Returning Client Charter Options”
“Join Our Elite Yacht Owners’ Club”
Customers expect to feel valued so this reinforces their loyalty and encourage repeat business.
Cross-Promote Related Services
For repeat clients, consider cross-promoting services with CTAs like “Book an Onboard Spa Experience Today” or “Interested in a Gastronomy & Golf Package?” By anticipating their future needs, you can generate additional revenue while deepening the client relationship.
CTAs are important for lead nurturing in the luxury yacht market
Conclusion: Why CTAs Matter for The Superyacht Industry
In the competitive luxury yachting industry, CTAs are much more than simple prompts—they are essential tools that drive engagement, conversions, and lasting customer relationships. By understanding the psychology behind CTAs, creating messages that align with the luxury experience, and personalising your approach, you can enhance the effectiveness of your marketing campaigns.
CTAs are a tool that guides potential clients through the decision-making process, driving them from initial interest to final action. Whether you’re selling superyachts or booking charters, a powerful Call to Action could be the difference between a missed opportunity and a successful conversion.
By being clear, actionable, and aligned with your target customer’s expectations, CTAs help ensure that your business doesn’t just attract attention but also nurtures that attention into tangible results.
Why Responding to Customer Reviews is Essential for Yachting Businesses
During research for a proposal for a Caribbean marina, I uncovered more than 100 unfavourable customer reviews online. The marina had not replied to ANY client reviews, either positive or negative.
Social listening is so important for yachting companies, so you can monitor your brand online and engage with your customers.
Customer feedback is crucial in determining a company’s reputation and long-term success in the competitive yachting sector of today. Responding to both positive and negative reviews has become more than simply a good practice—it’s now required as consumers depend more and more on online opinions before making purchases.
How a company responds to customer feedback may have a big impact on its reputation, client loyalty, and even future reservations—whether it’s a five-star review praising an amazing yacht charter experience or a one-star complaint about a subpar yacht rental.
This post will discuss the importance of replying to reviews and offer advice on how to properly manage both good and negative comments.
Why Customer Reviews Matter in the Yachting Industry
Customer reviews serve as a valuable marketing tool, and here’s why:
Establishes Trust: Trust is essential in a premium industry like yachting, where costs are high and experiences are customised. When a business demonstrates that it values customer feedback and aspires to excellence, potential customers are more inclined to make a reservation with it.
Demonstrates Customer Care: Responding to feedback shows both present and potential clients that the business values their experiences and is dedicated to continually improving its offerings.
Brand Awareness: Consumer testimonials have the power to increase brand awareness and drive traffic. Approximately 87% of consumers use reviews to locate nearby companies, according to BrightLocal.
Gains Insight: Reviews give you honest input on what your customers like and what needs work. You can keep ahead of the competition and shape your products with the help of this information.
Boosts SEO: When you respond to reviews, your business benefits from fresh, relevant content online, which can positively impact your search engine rankings.
Digital channels, such as social media, e-commerce platforms, and online reviews, have grown in importance in luxury consumers’ decision-making processes, according to Deloitte’s 2020 Global Luxury Report. It was noted that more than 60% of luxury buyers do research online before making a decision, and the influence of digital touchpoints, such as reviews, is increasing.
30 Review Sites to Get More Testimonials for Your Business
There are lots of places to find and monitor customer reviews online
Where do customers leave online reviews? According to Review Tracker there are 4 websites that control 88% of online reviews – Google, Yelp, Facebook and TripAdvisor.
Part of the reason that Google, Yelp, and Facebook are so dominant is that they are generalised for all types of businesses and market segments: no matter what someone is buying, they can find (and write) reviews.
It’s impossible to monitor everything online with so many different platforms, sources and news daily for the yachting sector, however there are web monitoring tools so you can stay updated. Try typing your company name, brand and product names along with your location into any search engine and see what you can find.
Some tools you can use to track mentions of your company are Google Alerts, Awario, brand24.com and Talkwalker Alerts.
Here are top places to find and monitor customer reviews and comments for your yachting company:
- Yelp
- Yachting Pages
- YouTube
- TikTok
- Blogging sites
- Navily (for marinas/ports)
- TripAdvisor
- Yahoo! Local Listings
- Amazon Reviews
- Trustpilot
- Which?
- Angi (previously known as Angie’s List)
- Citysearch
- Influenster
- G2 Crowd (software)
- Trustradius (software)
- GoodFirms (software)
- Capterra (software)
- GetApp (software)
- Sitejabber
- Product Hunt (tech)
- Feefo
- Consumer Reports
- Consumer Affairs
- Manta
- Foursquare
- Superyacht Services Guide
Client review for Antibes Yachting
Tips for Responding to Positive Reviews
Addressing reviews that are good is equally as vital as responding to those that are negative. It increases client loyalty in addition to demonstrating gratitude. Here are some pointers for responding to compliments:
Be Personal and Prompt: React promptly and use the customer’s name. Customising your response gives the client a sense of importance.
Show Appreciation: Express gratitude for their satisfying experience. Expressing gratitude can be as simple as saying “Thank you for selecting us for your special day on the water” or “We’re so glad you had an unforgettable experience.”
Build Up Their Experience: Mention certain elements of their testimonial that caught their attention, such as the outstanding crew service, the stunning yacht, or the off-the-beaten-path locations.
Encourage Future Business: Invite the client to come back for another charter or experience.
A real-world customer review from the yachting industry
Example Response to a Positive Review:
“Thank you, Sarah, for your kind words! We’re thrilled to hear that your sailing adventure with us exceeded your expectations. We strive to provide the best experience for our guests, and it’s fantastic to know that our crew, yacht, and itinerary made your trip unforgettable. We would love to welcome you aboard again for another incredible charter—see you next season!”
Client testimonial for Antibes Yachting
Tips for Responding to Negative Reviews
Negative evaluations might be disappointing, but they also present a chance for improvement. An unsatisfied consumer might become an avid advocate if they are handled professionally and sympathetically.
Acknowledge and Express Regret: Regardless of the details, begin by acknowledging the customer’s concerns and expressing regret for their unpleasant experience. This shows compassion and a desire to put things right.
Provide Solutions: The typical corporate response from far too many businesses is “they’ll look into the complaint.” Be proactive, and provide specifics on the concrete actions you have taken—or intend to take—to resolve the matter. This demonstrates your responsiveness and dedication towards improvement.
Take the Conversation Offline: Offer to carry on the discussion in private if needed. By doing this, the problem can be resolved without being made wholly public.
A real-world review in the yachting sector
Example Response to a Negative Testimonial:
“Thank you for sharing your feedback, John. We’re sorry to hear that your charter experience didn’t meet your expectations. We take customer satisfaction very seriously, and we’re disappointed that we fell short. We’ve already discussed your concerns with our crew and are implementing additional training to ensure that this doesn’t happen again. Please feel free to contact us directly if you’d like to discuss this further—we’d love the opportunity to make it right and welcome you aboard again in the future.”
Real-World Examples of Responding to Customer Reviews in the Yachting Industry
Deloitte noted that the “connected luxury consumer” (i.e., someone who uses digital tools to research and book luxury goods/services) now expects seamless integration between online and offline channels. This means that reviews and ratings, especially on platforms like Google, Trustpilot, and industry-specific review sites, contribute heavily to overall trust and brand loyalty.
To better understand how these principles work in practice, here are three examples of responding to reviews within the yachting industry:
1. A Luxury Yacht Charter Review: “We had the most incredible experience! The crew was professional, the yacht was immaculate, and the entire trip was so relaxing. We’ll definitely be booking again.”
Response: “Thank you so much for the glowing review, Amanda! We’re thrilled you had such a memorable experience aboard. Our crew works hard to ensure every guest has the best possible time, and we’re so happy it showed during your special anniversary trip. We can’t wait to welcome you back aboard for another charter soon!”
2. A Yacht Toy Rental Company Review: “The yacht toys were great, but we had some issues with the booking process and communication before the charter. I had to chase a few times for confirmation on delivery.”
Response: “Thank you for your feedback, Michael. We apologise for any frustration you encountered with the booking process. We’re actively working on improving our communication channels to ensure that our customers have a seamless experience from start to finish. We appreciate you bringing this to our attention and hope to have the chance to serve you better next time.”
3. A Yacht Photography Company Review: “The yacht photographer was disengaged and didn’t seem to care about our original creative brief and making the experience enjoyable. This was disappointing and we think it shows in the end results with the photos we received.”
Response: “Thank you for your review, Lisa. We’re truly sorry that the photographer on the day did not meet your expectations. We take your feedback seriously and will be reviewing this with our team to ensure our photographers are adhering to your brief and providing the high level of service we’re known for. Please reach out to us directly, and we’d love to make it up to you on the next shoot.”
Clients testimonials are important for business success in the superyacht industry
What Is Review Spam?
You’ve likely encountered online reviews for marinas, charter companies, or yacht services. While these can be helpful, it’s important to be aware that not all reviews are genuine. Here’s what you need to know about fake reviews in the yachting sector.
The Problem with Customer Review Platforms
Popular sites like Facebook, Trustpilot, and Google Business are often targeted by spammers leaving fake comments. As a yacht company owner, you need to actively monitor and report these to protect your reputation. I had an ongoing issue with spammers leaving comments on my company Facebook page which I had to report to Meta and block, most of them were trying to comment with a link directly to an external site where they obviously received compensation for click-throughs.
Red Flags for Fake Reviews
Review spam occurs when someone posts a fraudulent review or comment that doesn’t accurately represent their experience with a yachting-related business. This can happen for various reasons:
- Extortion or blackmail attempts
- Revenge from disgruntled individuals
- Attempts to manipulate search rankings
- Protests against a company
- Efforts to sway public opinion
When reading reviews, watch out for these signs:
- Reviews from people affiliated with competing businesses
- Comments from individuals who clearly haven’t used the service
- Overly positive or negative reviews that seem biased, this can often signal people who have received money or goods in lieu of posting reviews
- Reviews that misrepresent actual transactions
- Comments that violate platform guidelines (e.g. personal attacks)
Google is one of the top sources for customer reviews
Genuine vs. Fake Reviews
Remember, a legitimate review comes from a real customer who had an actual experience with the yachting business and follows the review site’s policies. Staying alert to these issues will help you make more informed decisions based on authentic feedback.
Customer Reviews are a Key to Success
In the yachting industry, reputation is everything. Responding to customer reviews—both good and bad—demonstrates that you care about your clients, are committed to improving your service, and value their feedback. Make reviewing and responding to feedback a regular part of your yachting company’s routine. It’s as important as checking the weather before sailing! By doing so, you’re setting your yachting business up for long-term success.
Read 29 client reviews for Rebecca Whitlocke at Antibes Yachting on LinkedIn here in the ‘Recommendations’ section: https://www.linkedin.com/in/rebeccawhitlocke