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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
Are Yachting Companies Brave Enough For Disruptive Advertising?
Disruptive advertising is a strategy that deviates from traditional advertising norms to create memorable and lasting impressions. It aims to break through the noise and captivate the audience in unconventional ways, setting a brand apart from competitors. This approach can challenge conventional thinking, break industry norms, and create memorable brand experiences in the luxury yacht market.
Attention-Grabbing Marketing Strategies
A break from conventional marketing strategies, disruptive advertising aims to set businesses apart by delivering daring and surprising messaging. In order to make a lasting effect on the audience, this strategy questions the existing quo and breaks away from accepted advertising norms.
Businesses hope to stand out from the competition, create excitement, and spark conversations by creating a disruptive marketing approach that can help boost awareness of a brand. With the growth of artificial intelligence, video streaming and voice search it’s no longer good enough to post bland adverts.
Are yachting companies bold enough for disruptive marketing?
Key Elements of Disruptive Advertising
1. Creativity & Innovation: In order to generate novel, attention-grabbing ideas, agencies need to challenge the status quo. This could include unique imagery, unexpected humour, or original narrative strategies.
2. Emotional Impact: An advertisement’s emotional impact, whether it be happiness, surprise, or even shock, is crucial to its memorability. Recall and loyalty to the brand are improved by this emotional bond.
3. Multi-Channel Integration: Social media, print, television, and experiential marketing are just a few of the platforms that disruptive advertising uses. A broader reach and impact are guaranteed by a unifying yet integrated plan across multiple channels.
4. Authenticity: Customers are savvy at differentiating between true and forced communications. Authenticity fosters trust, and customers are more likely to gravitate towards a yachting company that they can trust.
How Can Yachting Companies Execute Disruptive Advertising Effectively
1. Brand Foundation: Companies need to be extremely knowledgeable about the target market, industry, and brand’s values. This information serves as the cornerstone for developing a campaign that complements the identity of the brand.
2. Risk-Taking Mentality: Disruptive advertising means taking chances by pushing past the limits of comfort and questioning the status quo. This could mean trying out novel concepts that other yachting companies haven’t previously used.
3. Cross-Functional Teams & Collaboration: Disruptive advertising is a team effort that combines strategic, creative, and commercial thinking. To create a thorough and successful campaign, yacht marketing strategists, analysts, and creators must collaborate.
4. Monitoring & Adjustment: What causes challenges now might not cause challenges tomorrow. Businesses must constantly assess the effectiveness of their advertising, get input, and be ready to modify their strategy based on real-time data.
Can you think of good examples of disruptive advertising in the superyacht sector?
Top Disruptive Advertising Campaigns
The yachting industry falls behind other industries regarding utilising technology and out-of-the-box creativity. We need to look at fashion, art, music, science, tech and sports because we are WAY behind with engaging customers and making yachting ‘interesting’ and exciting.
This year at Cannes Lions, two case studies from other industries were discussed : DoorDash’s ‘All the Ads’ Super Bowl ad where they gave away a prize from every one of the 76 brands advertised during the big game. Yes, 76 brands! Not surprisingly, they won the Titanium Grand Prix at Cannes Lions. The second example was Getty Images’ “prompt” battle with TikTok and NVIDIA. Contestants competed to generate images in real time using the Generative AI developed by Getty, before having their results put to the public vote.
How many yachting firms use interactive components to engage and follow up with their prospects, let alone track millions of data points? Every encounter I had with several brands during Cannes Lions was also a data touchpoint.
The fashion and beauty industry is another sector that benefits greatly from disruptive advertising. With its cutting-edge mobile app that used AI and face recognition to let consumers virtually try makeup before buying, Sephora closed the gap between in-store and online experiences.
These are some instances of disruptive advertising that I can recall, but the superyacht sector generally takes a more conservative approach to marketing. Here are a few examples from the yachting industry:
Intrepid Powerboats
This ‘Discover the Intrepid Difference’ video really captures the customisation element from the brand. It’s a cool video that reminds me of something we’d see from the motorsport industry.
Credit: Intrepid Powerboats YouTube
Burgess and Paperboyo
Burgess is a market-leading superyacht company. According to their website: “Marketing is both the most, and the least, visible part of the superyacht industry. It is everywhere but when it excels, it is barely noticeable.”
Their marketing campaign for Monaco Yacht Show 2024 completely stopped me scrolling. Unique, creative and quirky – I was genuinely surprised by Burgess collaborating with Rich McCor a.k.a Paperboyo for this fun campaign.
Take a look on TikTok: https://www.tiktok.com/@burgessyachts_/video/7424100892300938529
USAIL
You can quickly grasp what USAIL do thanks to a simple yet effective concept for this ad. The reader is left with no room for ambiguity about the maritime communications company after seeing the Wi-Fi signal created from waves bouncing off the superyacht’s bow.
Conclusion
In a world where attention spans are fleeting, disruptive advertising is a powerful tool for brands to make a lasting impression. By breaking away from the ordinary, yachting companies can embrace creativity, take calculated risks, and deliver memorable advertising and marketing.
Cybersecurity Awareness For The Yachting Industry
In the yachting industry, cyber threats are becoming increasingly prevalent. As technology advances, so do the risks associated with it.
Yachts and shore-based companies are more connected now than ever before. This makes them attractive targets for cybercriminals looking to exploit vulnerabilities.
In this article, I discuss cybersecurity for yachting companies.
Understanding and implementing effective cybersecurity measures is crucial to protect your assets and information in the digital age.
Understanding the Cyber Threat Landscape in Yachting
With cybersecurity an ongoing topic, when was the last time you changed your passwords and checked your software and plugs-in were updated?
Make security your priority – for your staff, your website, and in-house systems.
I freelance for a lot of clients.
And I am always shocked that yachting companies are so relaxed about security; many have no procedures or guidelines at all.
Yachting companies will gladly share everything with multiple freelancers without a second thought, including logins for control panels, hosting accounts, social media accounts, and websites.
Believe it or not, I have encountered some superyacht companies who DO NOT KNOW who has access or the passwords to their analytics, domain, social media or website.
On vessels themselves and in shore-based businesses, if you run a cyber risk assessment, you can be sure that default passwords have been left on critical devices.
Understanding the cyber threat landscape is the first step towards enhanced cybersecurity. This includes being aware of the types of threats, such as malware, ransomware, and deliberate malicious acts that target systems, persons (via social engineering), and data, to compromise a vessel or yachting company ashore.
Yachts are particularly vulnerable to cyber threats due to their reliance on technology. From navigation systems to onboard entertainment, technology is integral to the modern yachting experience.
Matthew Roberts, a yachting cybersecurity professional, raised a vital point a few months ago: The implications for cyber security with having more AI and metaverse applications. Social engineering, phishing, and scams are getting hyper-personalised with voice, video, and image generation when they are being ‘trained’ by your social media content.
I’ve had feedback that one yacht management company signs a one-pager to say their vessels are cyber secure – not exactly a glowing report about the technical, operational, and organisational measures to manage cybersecurity risks.
Essential Cybersecurity Measures for Yachting Companies
Without proper cybersecurity measures, personal data, onboard systems, and even the safety of guests and crew can be compromised. A comprehensive cybersecurity strategy should include a range of measures. These can range from technical solutions, such as firewalls and encryption, to organisational measures, such as staff training and incident response planning.
Here are some essential cybersecurity measures for yachting companies:
- A dedicated cybersecurity team or expert.
- Secure and encrypted communication channels.
- Regular software and system updates.
- Regular training and awareness programs for crew and staff. This helps everyone understand the importance of cybersecurity and their role in maintaining it. Basic security processes should be in place, such as strong passwords and two-factor authentication (2FA) or multi-factor authentication (MFA). By fostering a culture of cybersecurity, companies can ensure that their staff are vigilant and proactive in identifying and responding to potential threats. This collective effort can significantly enhance the overall security of a yacht or a company.
- A comprehensive cybersecurity policy and incident response plan involves identifying, assessing, and mitigating cyber risks – this applies to both yachts and companies ashore. It outlines the company’s approach to managing cyber risks, including the roles and responsibilities of staff, the procedures for handling sensitive data, and the steps to take in the event of a cyber incident. Equally important is an incident response plan. This plan provides a clear roadmap for responding to a cyber incident, minimising the impact, and recovering as quickly as possible. It’s a vital part of any cybersecurity strategy, ensuring that companies are prepared for any eventuality.
- Cybersecurity insurance to mitigate financial risks.
- Regular cybersecurity audits are crucial for maintaining the security of yachts and shore companies. These audits involve a thorough examination of the company’s cybersecurity measures, identifying potential vulnerabilities and areas for improvement.
A few extra considerations from my perspective as a freelancer:
Contracts: Sign a proper contract with employees and/or freelancers covering scope of work, non-disclosure and non-compete clauses. Make sure you define your intellectual property clearly, including confidentiality, trademarks and patents. Note for Freelancers: Before starting a project, it’s essential to weigh the pros and cons, assess your risk tolerance, and put an agreement in place accordingly.
Administrator Access: Make sure you monitor the access privileges; sometimes you need to grant a freelancer Administrator rights. If you do, then put it in the freelancer’s contract that they may only use the access control to enable them to use the assets to fulfil their duties. You should not post any sensitive login information in the chat feeds for WhatsApp or Facebook Messenger.
Offboarding: When a freelancer finishes a project or an employee leaves your company, you need to follow proper offboarding procedures. E.g. All access control should be removed (this includes in-house systems, social media access, advertising portals, and the backend of your website). Note for Freelancers: Be proactive and let the client know you are mindful of THEIR security, give proof that you have deleted the files/copies from your systems and computer.
By implementing these measures, yachts and yachting companies can significantly reduce their cyber risk and ensure the safety and privacy of their clients.
The Role of International Regulations and Guidelines
International regulations and guidelines play a significant role in shaping cybersecurity practices in the yachting industry. They provide a framework for companies to follow, ensuring that they meet certain standards and comply with legal requirements.
The ISO/IEC 27001 is now the most recognised international standard for information security management systems, offering a systematic approach to managing sensitive company information. By adhering to these guidelines, yachting companies can demonstrate their commitment to cybersecurity, enforce trust with clients, and protect their reputation in the industry.
Leveraging Technology for Improved Cybersecurity For The Superyacht Industry
From artificial intelligence to blockchain, various technologies can be used to detect and respond to cyber threats, secure record-keeping, and protect onboard systems.
Artificial intelligence, for instance, can help in identifying unusual patterns that may indicate a cyber-attack. Blockchain technology, on the other hand, can provide a secure platform for record-keeping, ensuring the integrity and confidentiality of data. By leveraging these technologies, yachting companies can significantly improve their cybersecurity measures.
Conclusion
In conclusion, cybersecurity is a critical aspect of the yachting industry that cannot be overlooked. As cyber threats continue to evolve, so too must the cybersecurity measures and staying informed about emerging threats. This not only protects the privacy and safety of yacht owners and guests, but also ensures the continuity of business operations for yachting companies.
This post isn’t intended to be a masterclass in avoiding bad security practices and certainly isn’t legal advice about essential cybersecurity practices for yachts or yachting companies.
The NIS 2 Directive (Directive (EU) 2022/2555), an EU-wide legislation on cybersecurity, has a deadline set for this month, so it’s never been a better time for EU-based yachting companies to get up to speed with cybersecurity.
As an industry, are our employees and crew fit and proper to handle this responsibility? Do they have the awareness and skills necessary to protect themselves and their organisation?
Find out more about the NIS2 Directive: https://digital-strategy.ec.europa.eu/en/policies/nis2-directive (English language) and https://monespacenis2.cyber.gouv.fr/directive (French language)