COMMENT
Definition needed please W
ith the glitzy hotel chain Ritz Carlton set to launch what it calls a superyacht into the charter
market, social media has been awash with cries of outrage. Most seem to think it is contemptible to call their specially designed small capacity passenger carrying vessel; a yacht. Whilst it is true that at 190 metres she is just 10 metres longer than Azzam, currently the longest yacht in the world, the fact is, they argue, that the carriage of up to 298 passengers, in 149 suites, each with its own private terrace, places her firmly in the passenger ship category.
The concept of calling small boutique cruise liners yachts is not new. The Sea Dream Yacht Club have been marketing Sea Dream 1 and Sea Dream 2 as Mega Yachts for years now. Clearly showing their age, these 30 year old sister ships are much more yacht like in size with an overall length of less than 105 metres. If they were to feature in the list of the ‘largest yachts in the world’ they would lie at number 42 or thereabouts, a tad larger than the 104 metre Quantum Blue built by Lurssen in 2014. The ships’ current owners dismiss this as irrelevant, that in an earlier life, they were called Sea Goddess and Seabourne Goddess when they were operated and promoted as cruise ships by their then owners.
So, who is right and who is wrong? Will calling a mini cruise ship; a yacht enhance or devalue the concept of superyachts as a brand? How will the yacht charter brokerage community respond?
Surely it is not only misleading to call the Ritz Carlton vessel a yacht, but it is also downright untruthful. The vessel cannot comply with any of the large yacht codes and must, in fact, comply with both SOLAS and Passenger Ship legislation meaning that she cannot possibly legally call herself a yacht. Chances are she is insured as a ship because that will be much cheaper than insuring her as a yacht.
Another significantly important industry commentator suggests, “We could see
it being a gateway if charter marketing representatives research who Ritz Carlton successfully reaches and create a powerful message to educate them about the opportunity.” She adds, “This would require a big change in business practices that some won’t make, but the smart ones might.”
As the debate about what is and what is not a superyacht intensifies Michael Howorth asks why there is no legal definition
A leading superyacht lawyer totally disagrees. It’s a pocket cruise ship for the people who don’t want to admit that they are taking a cruise. He says, “It’s clever branding and marketing and I have no doubt it will appeal and be successful BUT as a gateway to superyachts? No.”
Doug Prothero, CEO of the Ritz Carlton Yacht Collection, insists his vessel is a superyacht saying, “We are seeing bookings from customers that just wouldn’t otherwise take a cruise. He has said, “We are finding that a lot of individuals are in between superyachts, or are exiting the market, and are now taking interest in our concept.” Explaining how his vessels will be available to charter for large groups, he adds, “When looking at the superyacht charter market, there just isn’t anything on the market above the regulatory barrier of 36 passengers. So, if you have a larger group that wants to charter, there are few other options.”
Clearly the use of the word ‘superyacht’ is a marketing ploy by Ritz Carlton, one of the Marriot chain of hotel brands. They have stated in press releases that, “Two out of three clients making bookings have never been on a cruise and are attracted to this because of the brand name and because it is a yacht, not a cruise.”
Perhaps SYBAss, the cash rich superyacht builder’s association that already lobbies the IMO to place superyachts in a special build category, should use their weight and members money to push the IMO to legally define what a superyacht is and more importantly, what it is NOT. Until such time as the term; ‘superyacht’ has a legal definition, even the Isle of Wight ferry can be called a superyacht.
ONBOARD | SPRING 2019 | 5
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