One luxury brand’s quest to generate demand through digital marketing and experience

Investments into people, processes and systems, along with a fresh digital marketing agency, are all part of Ahoy Club’s aggressive plans to scale the luxury brand and business, its marketing chief says.

Ahoy Club is a four-year-old, Australian-owned company created by the Malouf family to disrupt the luxury yacht chartering space. The family created the world’s first digital marketplace for superyacht term chartering, investing in custom-built technology as well as a high-touch customer service team to achieve its ambitions.

Since then, it’s built out an international footprint and diversified into two core products: Term charters and daily charters. In all, more than 4000 vessels are available, ranging from $2000 a day to $2 million a week. In addition, Ahoy Club has recently expanded its yachting services to include transformative refits and yacht sales.

Ahoy Club CEO, Ellie Malouf, told CMO that while the industry is very glamourous, it had largely been untouched by technology. What’s more, the service on top wasn’t as premium as the product chartered, she said, with a highly manual process of searching, booking and paying taking weeks or months.

In response, Ahoy Club devised two platforms: Its website, which acts as a search and information tool, providing customers with content to research, save searches and plan trips at a high level. Once a chartered yacht inquiry is made, a second custom-built software platform enables Ahoy’s in-house team to send proposals in minutes, accept contacts, take payments and build custom itineraries. Ahoy manages all listings in-house and has an internal data team focused on the client side.

“Our strategy centres around how technology and service can relieve the pain points prevalent in the industry,” Malouf said.

“Our core focus today is on the customer/charter side. We keep iterating the site so it’s easy to use, to search by location and different price points. Last year, we also launched a daily charter custom system to make it easy to click a button and check availability, pay a deposit online and be done in minutes. Whereas for a term charter, conversion takes a few weeks as people look at the selection, recommendations and build itineraries.”

Now, the emphasis is on generating demand for both. From a B2B perspective, Ahoy’s strategy centres around travel agents, and the company has joined luxury consortiums such as Virtuoso and Traveller Made.

“On the B2C side, digital marketing is key, and we use a mix of SEO, email marketing, search and paid marketing to bring in the right customers,” Malouf said.

Ellie MaloufCredit: Ahoy Club
Ellie Malouf

To help, Ahoy has appointed Next & Co as its digital marketing agency, responsible for full service digital media and B2B marketing


https://www.cmo.com.au/article/697122/aussie-luxury-brand-aims-balance-digital-marketing-experience-generate-demand/

Erlando F Rasatro

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