In a Column for Yacht Style Issue 84, Allen explains how he has embarked on a significant new chapter of his career as CEO of Boat Lagoon Yachting, while remaining co-owner of Fairview Yachting.

Richard Allen, CEO, Boat Lagoon Yachting

The maritime industry is always evolving, and in Asia it changes quickly. As Chief Executive Officer of Boat Lagoon Yachting, my new role marks a significant milestone not only in my career but also in the journey of this long-established company. This opportunity brings with it immense excitement and responsibility, and the promise of a transformative future.

After 12 years in Hong Kong with Simpson Marine, leading the company as it transitioned from a multi-brand dealership to part of the Sanlorenzo shipyard in Italy, I was presented with the opportunity to try something new. I moved to Thailand earlier this year and began my new role with Boat Lagoon Yachting in April.

Boat Lagoon Yachting is recognised for its commitment to quality and its status as the most prominent yacht dealership and service provider in Southeast Asia. As CEO, my aim is to guide the company towards greater success and longevity, along with implementing some strategic organisation, processes and systems.

COMMITMENT TO INNOVATION

As I reflect on the lessons learned from my previous experiences, I’m reminded of the importance of adaptability and foresight in this constantly evolving industry. The maritime sector is a dynamic realm, where trends shift rapidly and customer expectations grow ever more sophisticated. This realisation has motivated me to embrace this new chapter with a clear vision: to position Boat Lagoon Yachting as a leader not only in excellence but also in innovation and customer experience.

Boat Lagoon Yachting won Regional Dealer in Asia at the Yacht Style Awards in April 2025

Technological advancements are changing the way we navigate, design and experience maritime leisure. Under my leadership, Boat Lagoon Yachting will continue to be at the forefront of innovation. With yacht manufacturers developing new propulsion systems and onboard amenities, we must adapt to provide the support and infrastructure for these new technologies.

By integrating smart systems, sustainable energy solutions and advanced navigation, we will aim to redefine luxury yachting for the modern era.

INVESTMENT IN SUSTAINABILITY

One of the pillars of our future growth lies in sustainability. As environmental concerns rise globally, the yachting sector must adapt to meet the challenges of eco-conscious consumers. With many yachts now equipped with hybrid engines and eco-friendly materials, we will help lead the charge in creating a greener maritime industry and protecting the oceans, which are the playgrounds of our industry.

Alongside this, we will continue to foster our long-established CRM (customer relationship management) initiatives through events such as the BLY Phuket Rendezvous, where our yacht owners from across Southeast Asia gather annually in both Phuket – a world-renowned yachting destination – and Singapore.

Held since 2011, these occasions are more than just celebrations of the yachting lifestyle. They also serve as meaningful opportunities for our owners to come together and participate in CSR (corporate social responsibility) activities, giving back to the coastal communities that welcome us.

EXPANDING THE NETWORK

Boat Lagoon Yachting has already established itself as a most trusted name in Asia and beyond. However, expansion is key to tapping into new markets and reaching a broader audience. We will focus on strengthening our presence in existing regions while exploring opportunities in emerging markets throughout Asia.

Boat Lagoon Yachting has represented Princess in Southeast Asia since 1994, selling hundreds of the British builder’s yachts into the region. And the numbers will continue to grow, with some of our clients now owning their sixth or seventh Princess yacht, a testament to Boat Lagoon Yachting’s customer service and support of its owners. It’s also a testament to Princess, as it continues to evolve to keep up with clients’ demands.

With Jeanneau and Sacs, our other long-term partners, we will continue to provide a wide selection of yachts available to all our clientele, and will grow our network throughout the region.

Customers have always been the heart of Boat Lagoon Yachting, and their satisfaction defines our success. As CEO, I prioritise the enhancement of customer service across all touchpoints. This includes creating personalised services, offering exclusive experiences, and ensuring seamless transactions for our buyers and charterers.

From the first enquiry to the final sale, we want every interaction to be imbued with excellence. In addition, we’re looking at other forms of ownership such as boat clubs, charter management, leasing and fractional ownership. We already have some experience of this with one of our partners, Flow Yacht Club, which I’m keen to see develop.

The strength of any organisation lies in its people. Building a cohesive, motivated and skilled team is at the forefront of my plans. Training programmes, leadership development and fostering a culture of innovation and teamwork will ensure Boat Lagoon Yachting remains a magnet for top talent. Collaboration and shared vision will drive the company forward, reinforcing our position as an industry leader.

CHARTER OPPORTUNITIES

I’ve had a long history with yacht charter, from my early days at Sunsail and later with Simpson Marine. After leaving the latter last year, I established Fairview Yachting. Once the acquisition of Simpson Marine by Sanlorenzo was completed, it was clear that part of the charter business I had set up in 2013 in Thailand was not in the shipyard’s long-term plans.

Following some discussions, it was agreed I could buy the Simpson Yacht Charter Thailand business that I had established and overseen for over a decade. My business partner at Fairview Yachting is Andy Byham, who has over 20 years of experience running a successful charter company and a corporate events business in the UK. He comes out to Phuket every couple of months.

The SYC charter business is run by the existing team, who are managing the day-to-day sales and operations, and relishing the greater responsibility. In fact, the business has grown, with 15 staff now handling sales and looking after the charter fleet and our owners.

As part of the growth of the business and ensuring a good supply of new yachts joining the fleet from time to time, it was important to represent one of the leading catamaran brands. Recently, Fairview Yachting was fortunate to be able to take on the Bali Catamarans dealership for Thailand and Hong Kong.

Already I’ve seen ways that Fairview Yachting can cooperate with Boat Lagoon Yachting and its own charter division, Boat Lagoon Cruises, which is focused principally on day charters in larger power boats. Fairview is a more traditional charter business, with bare boats and predominantly sailing catamarans chartering for several days or even weeks, so they have different business models.

Over time, we may see closer collaboration between the two companies, but for now they run independently. Both have their own management teams, and both are looking to grow and bring more clients from around the world to experience what a great destination Thailand is as a yachting hub.

LOOKING AHEAD

As I embark on my new journey, I see a future where Boat Lagoon Yachting is not only a leader in luxury yachting but also a pioneer in innovation. To ensure an even greater level of care for our clients, we’ve already agreed to create a new division within the company to cater for aftersales and service, which will also be available to other yacht owners in the region.

Our goal is to redefine the industry standards, explore uncharted waters, and inspire the next generation of yacht enthusiasts. Together, with a talented team and the support of our loyal customers, I’m confident Boat Lagoon Yachting will set sail toward a promising and prosperous future.

I thank Vrit Yongsakul for giving me this opportunity. My appointment is more than a personal achievement; it’s the beginning of a new chapter for Boat Lagoon Yachting. With bold ambitions, a commitment to excellence and a vision for sustainable growth, I am honoured to lead this remarkable organisation into its next era. The waters ahead are vast and full of promise, and I’m eager to navigate them with passion, perseverance and purpose.

boatlagoonyachting.com

RICHARD ALLEN

In early 2025, Allen was appointed CEO of Boat Lagoon Yachting, Southeast Asia’s largest yacht dealership and a long-time representative of Princess, Jeanneau and Sacs. The Brit is also a co owner of Fairview Yachting, which is the umbrella owner of Simpson Yacht Charter Thailand and represents Bali Catamarans. An experienced sailor, Allen began his career in the UK, where he was Sales Manager at both Sunsail (2000-2003) and Ancasta (2003-12). In 2012, he moved to Hong Kong to join Simpson Marine (2012-2024), where his roles evolved from Groupe Beneteau Sales Manager to Group Sales Director, Group General Manager and COO.