Jack Brown
20 years experience as a Superyacht Captain
The Superyacht industry has always been known for luxury, excess, exclusivity and above all, discretion. Whether it’s the golden teak decks, unique interiors, or luxury destinations, superyachts are floating gin palaces that cater to the world’s elite. However, behind this world of extravagance, there exists a crucial aspect that is often overshadowed these days – the importance of discretion and secrecy by the crew, particularly in the age of social media.
Everyday I see photos from crew tagging their location and even their next destination, clearly with guests onboard, if you see enough of their ‘stories’ you can piece together exactly what cruising the yacht is doing. Dinner table and party set up pictures, posted in real time can easily give away numbers of guests coming, a 200 person party set up is bound to be attended by some persons of interest.
I remember the days we were asked to not mention to anyone our upcoming plans on-board, which was easy to comply with, as long as you didn’t blab about it when at the Blue Lady or the Mad Mongoose. These days you ask the crew not to post anything on social media about the upcoming trip with resounding nods and agreement, then day one of the voyage and everybody has seemed to have turned into Cameron Crowe, documenting every wave that hits the porthole or every glistening sunset.
A simple location tag on a photo from a crewmember is often enough for a keen yacht spotter to deduce where the yacht is and reveal the presence of high-profile guests on board, potentially compromising their privacy and safety.
The crew onboard superyachts are privy to the personal lives, preferences, and sometimes even the darkest secrets of their guests. Business deals, mistresses, prostitutes, secret games and affairs are all to be kept tight-lipped about. While crew wouldn’t intentionally post about the guests themselves, it is getting more and more usual for guests to add crew as ‘friends’ on their social media accounts, this then means if a crew member posts about the yacht, they may inadvertently give away some personal information the guests would rather their friends not know about. Crew often sign non-disclosure agreements and are expected to maintain the public perception of their guests, however, these are usually forgotten about and not followed up by the senior crew. Discretion and secrecy are of utmost importance to protect the privacy and reputation of the guests and the integrity of the superyacht industry as a whole.
Maintaining confidentiality is not just about respecting personal boundaries; it is about creating an atmosphere where guests can unwind, be themselves, and enjoy their time without the fear of being exposed to the public eye.
The superyacht industry’s success largely depends on its reputation for providing a secure and discreet environment for high-profile clients. Business meetings with rival firms are kept quiet while it could effect stock prices and trust from shareholders. Any breach of confidentiality can damage this reputation and deter future clients from seeking the superyacht experience.
The introduction of social media has transformed the way information is shared and consumed. Platforms like Instagram, Facebook, and YouTube allow anyone to become a content creator and instantly share their experiences with a global audience hoping to become the next big thing. While this has undoubtedly brought numerous benefits to individuals, it has also presented challenges to the industry. All too often the news outlets are grasping onto negative stories shared on social media, barely having to do any investigatory work themselves as people have shared their limited thoughts on an incident all over their profiles.
The use of social media is a worry to all who hold a position of command in ensuring the privacy of their guests is maintained, paparazzi, fans, or even fellow crew members can inadvertently or deliberately share sensitive information, photos, or videos of guests on social media platforms.
On the flip side, social media can be a valuable tool for marketing and promoting the superyacht industry. Crewmembers can showcase the beauty and fun of the industry, its destinations, and the exceptional service provided – as long as it’s done without violating the privacy of guests. These days we have all seen certain yachts that have their own social media pages or YouTube channels to help promote themselves for charter and I’m sure they do well out of it, although I often wonder what potential charterers watch these.
It is a delicate balancing act between preserving guest privacy and leveraging the power of social media for positive promotion. This requires careful training, clear communication, and strict adherence to guidelines, often the best approach is to employ someone with prior training in social media and marketing. In doing so, the superyacht industry can continue to offer a haven of luxury, exclusivity, and discretion for its discerning clientele.
