Cover Giovanna Vitelli
Giovanna Vitelli
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Luxury yachts are attracting a younger generation of buyers, and in the post-pandemic era, they’re looking for spaces to throw parties—or do remote work in—on board, according to Azimut Benetti Group’s chairwoman Giovanna Vitelli
Remote working is now nothing new; neither is the return of lavish, large-scale parties. But what about incorporating these features on a luxury yacht?
That is what a younger generation of buyers are asking for, according to Giovanna Vitelli, the chairwoman of Azimut Benetti Group. Benetti, the Italian luxury yacht company, which celebrates its 150th anniversary this year, had unveiled a number of new features and boats at the Monaco Yacht Show last autumn, many of which boast designs that address these needs.
These include the Verandah deck, which Benetti says is a reinterpretation of the main deck lounge. The new generation of owners love contact with the outdoors—and this design opens up the main deck spaces on three sides, which results in a continuous environment between the lounge and the stern. Interiors transform into exteriors and vice versa. “Offering cutting-edge yachts to the market is our mission, hence the need to further expand the brand's collaborations with the best designers in the world and announce new revolutions in the world of yachting,” said Vitelli at the press conference where the designs were unveiled.
Here, Vitelli tells Tatler about how the designs accommodate what the new generation of buyers are after, and why.
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Above Giovanna Vitelli
Giovanna Vitelli
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How is Benetti appealing to the younger market in Asia today?
In the last three to five years, [there has been] slowly a change in the average age of our customers. Ten years ago, the average Benetti owners would have been 65; today, it is 55. In Asia, this aspect is clear—because there is a lot of new wealth. I also think our trends go very much along with a glamorous, modern, contemporary lifestyle. The [Asia] market is open and hungry for this type of novelty.
Tell us more about the Verandah Deck, a new design unveiled in 2023.
It is certainly an evolution—a revolution—in yachting. It has completely changed the typical way of cruising. You can have this authentic connection with the sea; you can stay inside with the door closed, if it’s very hot—but you’re surrounded by glass.
Above The Verandah Deck, a reinterpretation of Benetti's Oasis deck, was unveiled at Monaco Yacht Show in 2023
The Verandah Deck, a reinterpretation of Benetti's Oasis deck, was unveiled at Monaco Yacht Show in 2023
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What are some features that you frequently see in yachts created for those in the Asia market?
Something that’s important for the Asia market is the separation of the flow between the guests and the crew—and at Benetti, we are particularly strong in that. One model we have that is particularly appealing to the Asia market is the B.Yond; one deck is completely dedicated to service [the crew]. This means the owner and their guests can [retain] their privacy on board. I see this in Asia, the Middle East and South America.
Above The project Life 85M, with exteriors designed by the yacht designer Espen Øino and interiors by Francois Zuretti. Part of Benetti's new fleet, it was also unveiled in 2023
The project Life 85M, with exteriors designed by the yacht designer Espen Øino and interiors by Francois Zuretti. Part of Benetti's new fleet, it was also unveiled in 2023
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How do you see yachting growing in Asia, where in many regions, the market is already robust?
In many areas in Asia, with Commonwealth history, there are schools and training for cruising. [Regions such as] Hong Kong, Singapore, Australia and New Zealand benefit from the competence and know-how of good crews. But certainly, something that governments can concentrate on is more space in the marinas and crew training—because that makes a difference in [supporting] industry growth in the market.
Above Aerial view of the B.Yond 55M, with designed by Igor Lobanov, of the superyacht design studio Lobanov design
Aerial view of the B.Yond 55M, with designed by Igor Lobanov, of the superyacht design studio Lobanov design
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Tell us about the design trends on yachts that may have seen a rise since the pandemic—for example desks on board, where people can work remotely from their yachts.
This is widespread, all over the world. We see more people spending more time on board and asking for layouts [that accommodate] a well-organised office and good [internet] connections, so that … you can go away for a month [on board].
Above Project Oro 85M by Valentina Zannier, another one of Benetti's new collaborations
Project Oro 85M by Valentina Zannier, another one of Benetti's new collaborations
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What can you tell us about the designs younger clients asking for today that differ from what owners were asking for in previous times?
I see the desire to live on boats, not just to show off, but to enjoy family life and [time with] friends. A client of mine said to me recently: “Thank you—this is my best memory machine. This is a place where the family—grown-up children, and their children, can come—and we all reconnect.” The younger generation [want] huge decks, a swimming pool that [is designed to foster a] connection to the sea—you can easily imagine how fantastic a party there can be.
Are there any changes in your marketing strategies that appeal to a younger market?
The real marketing, [something that is most] effective, is the one you do with the product itself. If you present to the market something that is modern, that is contemporary, you attract a new generation [of clients]. And I think we’ve been really good … at reinventing something classical, but with a modern twist. We interpret new trends, but we still are the timeless, elegant Benetti. It’s important: you can’t live in the memories of the past, reminiscing about the 60s. You need to take all of it into the present and into the future. We were good and lucky enough to succeed, apparently!
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Andrea Lo was the Executive Editor of Tatler Hong Kong and Editor of Tatler Macau.
Born in Canada and raised in Hong Kong and England, she started her career in journalism in 2012.
Follow her on Instagram @andreastephenielo.
