Captain Clark on leveraging social media to boost Loon’s sporty charters

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Welcome to Yacht Charter Market, the weekly newsletter dedicated to the world of yacht charter.

In today’s newsletter:

• Top story: Captain Clark on leveraging social media to boost Loon charters

• Charter updates: from Camper & Nicholsons, Worth Avenue Yachts, Ocean Independence, and Northrop & Johnson

• Destination spotlight: Tasmania ☀️

• Post of the week:  @yachtieworld and @yachtzoo.official shared a reel of captain @tristan_stojanovic 📸

TOP STORY

Captain Clarke on leveraging social media to boost charter 

The 67.5-meter ICON motor yacht, Loon arrived in Fort Lauderdale last week for the Fort Lauderdale International Boat Show (FLIBS). Loon is available for sale and charter, accommodating up to 13 guests. Amid the bustling preparations for the boat show, Captain Paul Clarke took a moment aboard Loon to share insights into the yacht’s extraordinary charter experience, its powerful social media presence, and more…

Could you tell me a bit about your experience with Loon and the crew?

I’m from Perth, Australia, and I’ve been with Loon’s owner for about eight years. I joined the first Loon – a 155-foot Christensen – in 2016. We later upgraded to a 180-foot Newcastle, and in 2023, the owner acquired the current Loon. Now, we’re looking toward Loon IV.

There are countless highlights in my time with Loon. I’ve had incredible moments like diving with whales in the Bahamas and forming great relationships with guests. Our crew’s growth and camaraderie have been rewarding, too. We have 19 crew onboard and 29 on payroll with rotations, featuring a diverse team from South Africa, Croatia, Poland, the Czech Republic, and even three Australians.

What sets Loon apart as a unique charter experience?

We run an extensive water sports program, including scuba diving and kite surfing, which attracts a specific clientele – mainly young American families who enjoy these activities. Since we’re a charter yacht, I emphasise secondary skills beyond the typical duties. For example, I want deckhands who can offer more than just maintenance skills. Our chief engineer, Alex, is an incredible guitarist and singer who performs during charters, fostering a relaxed atmosphere. By the end of the trip, we have such a great rapport with guests that we often host a barbecue and pizza party, creating a family-like vibe.

It comes down to an all-around package – water sports, music, ambiance, and above all, the crew. About 80% of a great charter experience is the crew, while the boat accounts for the remaining 20%. Our crew is not your typical stand-in-the-background team; we have big personalities and love engaging with guests, especially Americans who appreciate our friendly approach.

How has social media influenced Loon’s popularity, and what percentage of bookings do you attribute to these platforms?

We started with social media back in 2017 when the owner bought the first Loon. I knew we needed to create some buzz, as few yachts were active on social media then. I jumped in with a camera and a drone, and as we acquired new Loon yachts, we ramped up our efforts, even adding a full-time videographer. We had a deckhand on the old Loon who also did videography. He grew with the role until he decided to start his own business, and we brought in someone new who has been fantastic.

Social media has been massive for us, especially Instagram and YouTube. We currently have around 240,000 followers on our instagram, @motoryachtloon, and nearly 200,000 on YouTube, reaching millions each month. Several crew members also have public accounts. For example, our chef, Dean, has over 100,000 followers on his Instagram, @theyachtchef. He was already temping with us on the old Loon, and I brought him on full-time. Then when we needed a rotational chef, his former sous chef Nina joined us – she’s now a head chef with a big following as well, around 200,000 subscribers on YouTube and 50,000 on her Instagram, @thecrewchef.

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It’s become almost like a content-creating team, where we all collaborate, and our accounts support each other to rise together. This visibility boosts our bookability significantly, as many clients come to us knowing they want Loon specifically. I estimate about 20 to 30% of our charters come from social media exposure. Interestingly, sometimes it’s the younger generation who discover Loon on Instagram and recommend it to their families.

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Are there any challenges with the visibility Loon has on social media?

There’s some scrutiny, but we keep things professional. We focus on showcasing the yacht and experiences without drama, steering clear of the reality TV pitfalls.  Guest privacy is a top priority. We’ve never featured guests in our public videos. 

The YouTube channel actually grew from guest videos we were already creating, where guests are aware of the cameras and drones capturing their experiences. These are personal, capturing family moments and are kept private. That way, they can show these videos to friends, who might end up booking with us too. For our public content, though, we just use all the other footage – drone shots, scenic moments, and quick clips introducing the location while protecting guest privacy entirely.

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Can you share your plans for the next Loon yacht?

For us, it’s all about creating a yacht with a fun, lively vibe – starting with a big swim platform and a spacious beach club. Then, we look at how many toys we can fit onboard, from the ski boat we have up front to the RIB tender. Scuba is also huge for us, so we’ll look for a yacht that either has a dive compressor or has room to add one. We really prioritise spaces that are made for activity and socialising – big family spaces, a cinema if possible, and outdoor spots. The cabins are important, of course, but they’re secondary to the fun and action; ideally, people won’t be spending their days in their cabins!

What are some of the popular destinations Loon visits?

 Loon is a dual-season yacht, with the Med and Caribbean, but we consider ourselves more of a Caribbean boat that visits the Med, which is the opposite of most in the industry. There’s just so much more for us in the Caribbean – great kitesurfing, amazing scuba diving with reefs and warm water. Last year, we did eight weeks of charter in the Caribbean, while many boats only manage a couple. We love the Bahamas, where we have a Thanksgiving charter coming up. The British Virgin Islands are another favourite, as well as St. Lucia and the Grenadines. We do the annual New Year’s trip to St. Barts, like everyone, but always put a unique spin on it.

For the Med, we’ve spent whole seasons in Croatia – it’s the closest to Caribbean vibes you’ll find there, with flat water, great for stern tying, and some scuba spots. We also charter in the south of France and the Amalfi Coast, where activities are a bit more land-based. Greece would be fantastic, but the charter restrictions make it more difficult.

LATEST CHARTER UPDATES

New for charter: Nectar

Nectar, a 65.20m superyacht built by De Vries, Feadship in 2006 and refitted in 2024, has joined the Camper & Nicholsons fleet. With six cabins, she accommodates up to 12 guests, attended by a crew of 16. She is available for charter:

• This winter in the Caribbean from $480,000 per week (+ expenses)

• This summer in the Western Mediterranean from €480,000 per week (+ expenses)

• For more information:

  • View her brochure here

  • Contact Tracey Scaife at Camper & Nicholsons

    • Email: [email protected]

    • Mobile/ WhatSapp: +33 6 19 55 08 76

Discount: Vicky

Ocean Independence is offering a 10% discount on charters in 2025 aboard 59m Benetti yacht, Vicky. 

• Accommodation for 12 guests in six spacious staterooms, with a crew of 12

• She can host up to 80 guests for quayside events.

• She is available for charter in the Mediterranean year-round with weekly rates ranging from €250,000 to €280,000 per week (+expenses). 

• Learn more and inquire here.

Destination: Namastay

This 35.36m Lazzara yacht, built in 2009 and refitted in 2022, is available for charter with Worth Avenue Yachts, in Florida and the Bahamas.

• She accommodates up to 10 guests in five staterooms, including four doubles and one twin, with a crew of five

• She also welcomes up to 12 guests for day cruising. 

• Available for Christmas charters, 

• Weekly rates range from $75,000 to $79,500 for the winter 2024/25 season.

• Learn more:

  • View the brochure here 

  • Contact Jenny Mullen at [email protected] for more information.

New CA: Sarastar

The 60.2m Mondomarine superyacht SARASTAR, built in 2017 and refitted in 2022, is now available for charter with Northrop & Johnson. 

• Accommodating 12 guests in six staterooms with a crew of 15

• Available for charter in the Mediterranean

• SARASTAR’s weekly rates range from €348,000 to €392,000 (+ expenses). 

• For more details, 

  • Visit this webpage

  • Contact Charter Marketing Manager Nicole Terry at +33 6 76 58 11 78.

Yacht Charter Market: Presented by YachtEye

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• Make communications before and during the trip or charter run smoothly, as everyone onboard has access to the most up-to-date information.

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Seamlessly connect your yacht, crew and guests on one platform to share the fun! Visit yachteye.com or contact [email protected] to learn more.

DESTINATION SPOTLIGHT

Tasmania

Tasmania, Australia’s island state, offers an enticing blend of rugged wilderness, pristine beaches, and charming coastal towns, making it a prime destination for superyacht charters. Known internationally for its wild landscapes and unspoiled coastline, Tasmania presents guests with a unique charter experience, where nature takes centre stage.

The east coast, with destinations like Wineglass Bay and Freycinet Peninsula, offers stunning, sheltered waters perfect for cruising. Marina hubs such as Hobart and Kettering provide excellent facilities, while islands like Bruny and Maria Island offer serene anchorages for exploration.

The best time to charter in Tasmania is during the southern hemisphere’s summer, from December to February, with mild temperatures and long daylight hours. Winter months (June to August) are cooler, but still viable for those seeking a quieter experience.

Tasmania is home to diverse wildlife, including dolphins, seals, and migrating whales. Guests can also spot rare seabirds and explore the rich marine life while snorkelling or diving. For a day trip, guests can explore the Tasman Peninsula’s dramatic cliffs or visit Mount Wellington for panoramic views of Hobart. Tasmania’s local culture is celebrated through its arts scene, with performances at Hobart’s Theatre Royal or at festivals like Dark Mofo. Guests can also experience hands-on workshops showcasing local crafts, such as handmade Tasmanian woodwork or jewellery.

Wellness seekers may indulge in spa treatments that incorporate native ingredients, such as lavender and kunzea oil. Tasmania’s cuisine is another highlight, with fresh seafood, artisanal cheeses, and truffles. A must-try is the abalone or Pacific oysters at Mures Upper Deck, a renowned seafood restaurant in Hobart.

A Tasmanian charter blends adventure, culture, and luxury, offering an experience that’s both tranquil and enriching.

POST OF THE WEEK

@yachtieworld and @yachtzoo.official shared this reel of captain @tristan_stojanovic:

yachtieworld

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