IYC Insights: How Social Media Is Reshaping Luxury Yachting For Gen Z And Millennials
Social media has made the luxury market more visible, accessible, and aspirational than ever before. Nowhere is this more evident than in the yachting world. "Gen Z and Millennials are engaging with yachting experiences online in more immersive and dynamic ways and are increasingly drawn to the yachting lifestyle our industry represents." says Steve Bailet, IYC's Global Marketing Director. "Instagram and TikTok have become the new gateways to the luxury yachting journey. By the time younger audiences approach our consultants, they have already been inspired, envisioned the lifestyle, and are often ready to take action, whether that means making an inquiry about a particular yacht, booking a charter, or even considering future ownership.” he adds.
"Luxury on social media today is all about personal connection, storytelling, and shareable moments," explains IYC Social Media Manager, Barbara Giannakou. "Platforms like TikTok and Instagram aren't just for entertainment; they are search engines for experiences, and we have seen firsthand how viral yachting content can generate genuine charter enquiries," she adds.
Growing up in an era where information is at our fingertips and digital identity is the norm, Gen Z and Millennials approach luxury differently from previous generations. These younger cohorts have an alternative way of approaching ownership models, valuing experiences and legacy over possessions, and typically favour flexibility.
"Gen Z and Millennials view yachting as a lifestyle over a simple status symbol; so it's about showcasing this as they are on the lookout for more immersive and meaningful experiences," adds Giannakou. Experiences that also reflect their values, one significant shift has been seen through their prioritizing of sustainability.
Research shows that most are also willing to pay more for sustainability, with younger consumers demanding more eco-conscious features on board and opting for transparent and ethical brands. Gen Z and Millennials are also looking for more ways to enjoy luxury. In yachting, this means getting off the well-trodden paths in favor of itineraries that combine adventure with cultural experiences, typically with an emphasis on activities and experiences which respect local environments, leave minimal impact, and benefit communities.
Key Takeaways
- 85% of Gen Z say social media influences their purchase decisions, with Instagram and YouTube leading the way.
- 70% of global luxury spending now comes from Gen Z and Millennials, highlighting their growing influence in the market.
- IYC’s Instagram audience grew by 25% in one year, while engagement rose by 13%, demonstrating strong appetite for curated yachting content.
- Younger generations prioritize sustainability, personalization, and meaningful experiences over traditional ownership models.
- Digital-first tools like IYC’s RESERVE are turning online inspiration into real charter bookings.
"Social media is no longer just for brand awareness; it is a lead generator. We are seeing a clear shift with younger clients discovering yachts on Instagram and TikTok, then reaching out to us,"— Steve Bailet, IYC Global Marketing Director
But, Is This Content Converting?
The short answer is yes, the uptick in yachting content across social media platforms is driving real charter leads, especially among the younger generations. Today, many Gen Z and Millennials are discovering the yachting world for the first time through social media platforms like TikTok, Instagram, and YouTube. In turn, this is building aspirational demand, even among non-traditional luxury yacht audiences.
Social media content is now planting the seed of taking a luxury yacht charter vacation. "We have seen increased traffic from TikTok, especially when it comes to first-time charterers or experiential charters," explains Giannakou. "Social media is no longer just for brand awareness; it is a lead generator. We are seeing a clear shift with younger clients discovering yachts on Instagram and TikTok, then reaching out to us," agrees Bailet.
IYC has long been ahead of the digital revolution, through a digital-first strategy with high-quality video production and tailored digital campaigns - creating content that showcases both the fleet and lifestyle experiences.
For serious lead conversions, the whole journey from social media to booking must be fast, transparent, and seamless for Gen Z and Millennials. One tool that IYC uses to prioritize this is through the website's 'RESERVE' function, enabling prospective clients to earmark booking charter dates at the click of a button. In addition to the convenience factor, ‘RESERVE’ provides users an intuitive and streamlined website experience, giving them immediate oversight of available yachts, still with full flexibility in the reservation process. This digital-first approach means that inspiration gained from social media can automatically translate into action, making the first step to charter a yacht simple and seamless.
"We have seen increased traffic from TikTok, especially when it comes to first-time charterers or experiential charters,"— Barbara Giannakou, IYC Social Media Manager
What About The Influencer Effect?
Traditional marketing techniques alone are no longer enough to engage with today’s yachting audiences. While once seen as an add-on to strategies, social media is now a primary growth channel for inspiration and engagement. Within this space, influencer marketing is becoming more visible in the industry.
These partnerships, carefully selected, are now humanizing brands, expanding reach, and ultimately driving more bookings. When Gen Z and Millennials witness creators sharing yacht charters, destination content, or behind-the-scenes footage, the idea of chartering a yacht can feel more tangible.
From influencer-hosted charters that showcase life onboard to yachts collaborating with creators to build visibility and dedicated crew content creators onboard, this new element of social media marketing is beginning to change how clients discover yachting. However, in a market built on reputation and trust, partnering with the right influencers to create effective campaigns is important in developing long-term relationships and generating and converting leads.
"Authenticity is everything, and for influencer campaigns to succeed in yachting, the creator's tone, values, and audience must align with that yacht's and brand’s positioning. When there is a perfect match, this is highly impactful, opening up yachting to new demographics," adds Giannakou.
Who Is Today's Charter Client?
As younger clients begin to enter the world of luxury yachting, they do so with differing expectations, priorities, and behaviours from previous generations. These generations are driven by digitalisation, experience-first, and a preference for ultra-personalisation.
One predominant shift has been the increase in more flexible, and typically shorter charters, with day trips and weekends becoming a way to experience yachting. "Lead times are getting shorter, and more inquiries come through our social channels," says IYC Charter Consultant Agne Pavia.
"Gen Z and Millennials can be more spontaneous and expect immediate returns. They tend to book group itineraries and request experienced, focused activities and want to know what kind of atmosphere the yacht and crew can give them," adds Pavia.
Unlike the traditional charter guest, today's younger group often prioritizes shared experiences, with group bookings becoming more common and charters booked around a theme or purpose. They are also value-conscious when it comes to what they define as worthy, looking for something that they can share and remember forever.
