EVERYTHING YOU NEED TO KNOW ABOUT EXHIBITING YOUR YACHT AT A YACHT SHOW.

MAXIMISING IMPACT

Yacht shows are a core part of the global yachting calendar — offering a unique opportunity for owners to position their yachts in front of a focused, qualified audience of serious buyers and charterers. But success at a yacht show isn’t a given. It requires planning, strategic insight, and expert execution. With decades of experience in high-value yacht sales, Y.CO Co-Founder and Chairman Gary Wright shares his advice on how owners can get the most out of exhibiting.

Understand the benefits of exhibiting your yacht

"Yacht shows are a rare opportunity to place your yacht in front of a live audience that matters — experienced brokers, serious buyers, and industry leaders who understand quality when they see it. In this industry, relationships and physical presence still count for a lot. When a yacht is properly presented in the right environment, it can shift from being one of many on the market to being the one that stands out.

But that doesn’t happen by accident. A yacht show is not just about showing up — it’s about showing up prepared."

Choose the right show

"The two major events in the yacht show calendar are Monaco in late September and Palm Beach in March. They’re very different in feel, geography, and audience — but both are essential platforms for serious exposure.

Monaco delivers unrivalled access to the European market and draws the full spectrum of buyers, brokers, and media. Palm Beach, while more contained, offers direct access to a highly motivated North American audience.

Not every yacht should be shown at every event — and in some cases, waiting for the right show at the right moment is the smarter move. We help owners think strategically: where the yacht sits in the market, what their personal goals are, and who the most likely buyer might be."

Have the right representation

"Having the right representation at a show is important, and that’s where we step in. We’ve done numerous yacht shows and we know how they work, who attends, and what it takes to stand out.

We manage the full process on behalf of our sellers: selecting the right show, securing the best possible berth, creating a tailored marketing plan, and ensuring everything is executed to the highest standard. From running the stand to managing guest experience, every detail is considered.

We mobilise everything and everyone for a show on behalf of our clients. From myself and Charlie to the sales, marketing, and hospitality teams working behind the scenes, everyone is fully invested. The goal is always the same — to present the yacht in the best possible light and create worthwhile opportunities.

We don’t believe in recommending multiple shows just for the sake of it. Some yachts will resonate more strongly at specific events. We draw on years of experience to advise where your yacht is most likely to gain real traction — and we focus our energy where it matters most."

Secure the best location

"There are several key factors we look at when securing the right berth — access, visibility, and footfall are just the start. But there are more subtle considerations too, like whether the berth offers a clean profile view of the yacht, how close it is to the stand, or how the surrounding yachts affect its presence.

Before anyone steps on board, we already know who they are, what their buying power is, and who they’re connected to. Most serious prospects will have arranged their appointment well in advance. So while the berth isn't the sole deciding factor in making a sale, it still plays a significant role in shaping perception — and we always aim to get it right.

We work hard to ensure each Y.CO yacht is presented in a location that complements its size, design, and stature. You won’t see a 90-metre Y.CO yacht with a spectacular profile hidden behind a cruise ship. Or a 70-metre yacht tucked between two larger yachts in an overlooked part of the show. We’re meticulous about the details — and positioning is no exception."

Maximise your marketing

"A successful show starts well before the first guest arrives and, if we’re promoting a yacht for sale at a show, we’d typically start the marketing process at least three months before.

That process includes everything from commissioning new photography and lifestyle shoots to creating a full narrative around the yacht — one that goes beyond the technical specs. We write scripts for guided tours, brief the crew on how to speak to the yacht’s design highlights, and ensure every detail has context. If the main salon was designed by a noted studio, we’ll share the designer’s inspiration and point out the most striking features. The finer details often make all the difference.

Alongside that, we create tailored social media campaigns, secure coverage in the leading yachting publications and make sure the yacht is top of mind across the broker network. It’s never just about speaking to our own clients. Our communications are designed to reach a broader circle: fellow brokers, media, show organisers, and the wider industry. We work hard to keep those relationships strong and collaborative — and to give every yacht we represent the reach it deserves."

Follow Up Effectively

"The work doesn’t end when the show does — in many ways, that’s when some of the most important activity begins. After each event, we remain in close contact with the six to eight most engaged prospective buyers, as well as any brokers representing serious interest. Follow-up can include second or even third viewings, answering more detailed questions, or providing additional materials that speak to specific aspects of the yacht.

We also make sure the momentum continues publicly — through post-show updates on our website, social media, and editorial content. In some cases, we’ll host a follow-up event to bring key contacts back together in a more relaxed setting, reigniting conversations that began at the show.

We always gather feedback and testimonials from guests who visited us — it helps us refine our approach and gives future clients a valuable perspective. Marketing a yacht is a carefully managed, ongoing process. As soon as Monacois done, we’re already planning and preparing for Palm Beach."