New Monaco Yacht Show 2021 Format Seeks To Target UHNWIs

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Rumble Romagnoli   Contributor

New Monaco Yacht Show 2021 Format Seeks To Target UHNWIs

The Monaco Yacht Show 2021 is just around the corner, with this year’s event offering several changes, including a brand-new format.

One of the fundamental changes will be a focus on targeting High-Net-Worth and Ultra-High-Net-Worth Individuals, with a greater emphasis on superyacht end-users.

These changes have been implemented by the Informa Group, owner of the Monaco Yacht Show, who used the postponed 2020 show to re-envision the direction of the show to offer an enhanced experience for superyacht owners while also promoting the superyacht lifestyle.

Many yacht owners and industry insiders have noted that the Monaco Yacht Show has become increasingly business-to-business focused over the years.

This year, organisers are keen to pivot the event and focus more on yacht owners, charterers, and those considering buying or chartering a yacht, while ensuring a positively upmarket experience of unparalleled prestige. This will be achieved by a new show format at the Monaco Yacht Show 2021 coupled with an ongoing commitment to developing partnerships with high-end and exclusive brands that feed into the luxury lifestyle of yachting to attract wealthy individuals.

Monaco Yacht Show 2021: Tailor-made experiences

One change is the addition of tailor-made experiences. These include three visitor categories - or badges - designated based on each visitor’s profile; “Discover” for yacht clients, “Advise” for consultants and advisers, and “Connect” for those in the yachting trade.

The “badges” are designed to facilitate the flow of guests at the event, allowing access to relevant parts of the show and enabling organisers to match up the right experiences for each guest.

For example, on select days, certain parts of the Monaco Yacht Show will be open only to select badge holders, enabling them to enjoy a more intimate and personalised experience. Finally, day one of the show will be solely reserved for superyacht owners and their advisors, ensuring a highly exclusive and more intimate experience that avoids the crowds.

While not a “new” addition, The Sapphire Experience will offer a programme for pre-selected VIPs, enabling a more enhanced tailor-made experience. This exclusive experience will feature high-end activities specifically targeted at yacht owners, charterers, as well as qualified individuals seeking to buy or charter a yacht. Operated by the show’s official concierge service, it will also provide select guests a courtesy car service and luxury tender ride, along with exclusive access to gala evenings aboard the show’s finest yachts.

Finally, two new VIP entrances to the show have been added, offering concierge services and a relaxation lounge with pricing available only on request. While general entry ticket prices have been increased to a minimum of €500 per day, to help ensure the right clientele attend.

New exhibitions that reflect life on board a yacht

Visitors to the Monaco Yacht Show 2021 will also find a new Dockside Area dedicated to the latest trends in yachting, including design, sailing, construction, sustainability, adventure, and yacht management, as part of a wider aim of the Monaco Yacht Show to offer a broader range of activities that accurately reflect life on board a yacht.

The new Yacht Design & Innovation Hub will offer innovative solutions and will feature a selection of inspiring superyacht concept models. Design experts will even be on hand to sketch the first lines of your dream vessel.

With this new exhibition, the Monaco Yacht Show is perfectly placed to establish itself as the leading event for educating owners, and future owners, on the yacht ownership cycle.

In its 30th edition, this year’s show takes place from 22 to 25 September around Monaco’s iconic Port Hercules. As one of Monaco’s most significant annual events, The Monaco Yacht Show 2021’s new show format will set the benchmark for yacht shows across the world.

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Rumble Romagnoli   Contributor

Rumble Romagnoli is the founder and CEO of luxury digital marketing agency Relevance. Rumble has worked in digital for 25+ years and is an adjunct professor of Digital Marketing at the International University of Monaco.