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Fraser Market Intelligence: What a difference a show makes
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Nothing drives the business of yachting more than simply getting on board, says Mark Duncan, Director of Marketing & Business Development, Fraser.
Mark Duncan Director of Marketing & Business Development, Fraser
Today, less than 10 per cent of UHNWIs are experiencing all that luxury yachting has to offer. Social media, podcasts and videos pique the interest of clients new to yachting.
However, real engagement – and therefore business – only comes when those clients or their brokers step on board to see, smell and touch what the best yachts really have to offer.
In the last few months, those clients and brokers have had the chance to see almost 500 superyachts presented for sale or charter across six key yacht shows, from Miami and Palm Beach in the US to Genoa in Italy, Palma in Spain and Nafplion in Greece, as well as Singapore in Southeast Asia. With such a concerted industry effort, sales in March this year outpaced those of last year, with charter bookings close behind. The pivotal second quarter figures will reveal the results of those other discussions that are now taking place with clients who simply got on board. 
