Autumn 2011

Licences and Legalities

Sep 1st

Posted by Charter Index in 2011 Editorial

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Should charter brokers need to be licensed? A formal license might ease the minds of clients booking a vacation, but the nitty-gritty of creating a license raises as many questions as it might answer. Charter Index Editor Kim Kavin looks at the possibilities, and challenges, that come with the question of broker licensing.

In the state of Florida, if you want to sell real estate, then you must meet a list of criteria determined by the Department of Business Regulation. You must be at least 18 years old and hold a high-school diploma. You must provide a valid Social Security number and agree to have your fingerprints recorded electronically, so the state can track your whereabouts. If you’re a new broker or even an experienced broker who is new to the state, you must take a 72-hour pre-licensing course. No matter who you are, you also need to prove that you’ve been working as a real-estate associate (in training) for at least two years. Only then are you entitled to take the 100-question exam to actually become a Realtor-and if you are among the lucky 50 percent of applicants who typically pass, your license will be good for only two years. More >

Magazine Exclusives

Sep 1st

Posted by Charter Index in 2011 Editorial

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Are you better off making a deal for a timely cover feature with a leading magazine? Can you get more mileage out of a publicity plan that includes multiple magazines over time? Charter Index Editor Kim Kavin gets the inside scoop from the marketers and journalists who make magazine articles a reality.

Each time a new yacht launches, the owner believes it is the finest boat the charter market has ever known. He has visions of his pride and joy appearing simultaneously on the covers of Showboats, Yachts International, Boat International, The Yacht Report, Yachting, and more, with each magazine providing extensive coverage along the lines of, say, an eight-page feature. He tells his management company to line up the requisite exposure, envisioning central agents and marketing directors on the telephone with editors and writers around the world.

And then, the reality of the publishing business sets in. The exclusive, as it’s known in the marine magazine world, is a concept that drives coverage more than any other. Every magazine editor wants to splash the screaming words “World Exclusive!” across the cover, telling readers that they should buy that particular magazine because it offers a first look at a new yacht that More >

Website traffic – nothing more than a number?

Sep 1st

Posted by Charter Index in 2011 Editorial

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All too often, website traffic is considered to be nothing more than a number. A site that generates 10,000 unique viewers a day must be healthier than a site with only 1,000, right? The logic goes that if you’re not generating massive traffic, then you must be doing something wrong. Charter professionals who invest heavily in website design, only to see traffic climbing at a snail’s pace, often wonder whether they’ve wasted their money entirely.

In reality, there is a smarter way to gauge website traffic. Yes, you need healthy traffic in order to have a successful website—but “healthy traffic” means far more than just the number of unique visitors. It means the most possible people who are seriously interested in yacht charter, finding your website through multiple sources.

It’s not enough to ask, “How much traffic do I have today?” The smarter question is, “How are valuable, potential clients finding me online?”

The best answer is through multiple traffic sources. The healthiest websites regularly get serious readers from all kinds of places. Some of the key traffic sources for any healthy website are described below, along with tips for making the most of each avenue.

Search engines. Typically, search engines such as Google More >

Should Travel Agents be Encouraged to Sell Yacht Charters?

Sep 1st

Posted by Charter Index in 2011 Editorial

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Retail Broker: Suzette McLaughlin,

Camper & Nicholsons International

Those of us who work in and sell the yachting lifestyle are specialists of this venue. At a recent luxury marketing forum, one of the highlights focused on being a specialist in your field and standing out from those who are not! I would have to say I would not encourage anyone to sell a product they are unfamiliar with. Many details come into play during the charter process that need to be pointed out to clients and explained. Someone from outside the industry would not understand this process. Some examples to note are contracts, cruising areas, distances, yachts, and crew. The concept of planning a yachting holiday is very specific. Having a full understanding of the “how’s and why’s” matters tremendously. By adding a third person into the charter process, information can easily be diluted. The trend of our industry for years has certainly been repeat and referral business. Clients who spend the amount of money they do want to know they are dealing with knowledgeable individuals—specialists in the field. Similar to anyone purchasing any expensive item, clients prefer to go to the source that knows the item intimately.

Central Agent: Shawn Laird, More >