January February 2019 Marina World

CONFERENCES & EVENTS
Relevance, competitiveness and training
A big picture address on consumer trends and the need for marinas to
maintain relevance and competitiveness in a fast-changing world headed up
the Global Marina Institute (GMI) special networking seminar at Metstrade
last November. Ben Martin, associate principal at HKS Advisory, encouraged
attendees to think about external factors that could affect the industry, such as
geopolitics, economics and the change in weather patterns. Many of his key
points are summarised below.
Demand trends
We live in a world of disruption, and
demand trends are shifting. We need
“to recognise the impacts or potential
impacts and plan tactical and strategic
responses.” Demand trends include:
• the expansion and diversity of cruise
itineraries – we should “explore
opportunities to expand our market
into emerging destinations and market
transit berths.”
• a strengthening influence of crew in
itinerary and over-wintering decision
making – we should “critically review
the quality of crew facilities as happy
crew = happy owners.”
• themed charters are on the rise
– tactical marketing needs to be
explored and larger scale events could
be hosted.
• superyachts are magnets and this
means we should look “to provide the
facilities required to attract a vessel –
others will follow”.
• governments are recognising the
benefits of marine leisure to the
tourist economy making ‘destination
marketing’ a priority.
• static charters are on the rise, which
will lead to increased occupancy
and associated visitor throughput.
This presents the “opportunity for a
‘dormitory marina’ that gets us away
from the fact that boats are only used
10% of the time.”
• everyone is a superyacht owner
– “your ‘red carpet’ has to be
permanently rolled out (everyone has
to feel loved and valued)”.
Supply trends
It is important to recognise what you
are – “be good at what you stand
some chance of succeeding at – smart
marketing and pricing.” Take advantage
of drystack and focus on car parking,
which continues to be a problem “and
will continue to be key until flying cars
are a real thing.”
Boat ownership
The profile of the Ultra High Net Worth
Individual (UHNWI) is shifting east
and a correspondent shift in boat
ownership is forecast.
Fractional ownership
is also becoming more
popular. This will lead
to “increased vessel
utilisation, [and provide
a] foot-in-the-door with
new users but [requires]
some sensitivity in
promotion.”
Profile of vessels
Beamier boats and the
increasing popularity of
catamarans may lead Ben Martin
to some reconfiguration
of berth infrastructure; a trend to be
monitored. “This is especially true in the
Caribbean. Square metre pricing could
be important for the future.” It
is also only a matter of time
before autonomous yachting
takes hold. The requirement
for professional crews may
reduce and new markets
may open up.
Technology
Social media is here to stay
and is ripe for destination
marketing – “design
‘moments’ into your marina
as this is fantastic for social
media – people will take
photos and share them.”
Connectivity is “the pulsing
life-blood of a modern
marina – invest in the best
and provide support – then
repeat, then repeat, then
repeat.” The customer
now has control with selfbooking
– “lead, don’t follow.
Gocompare is going to be
huge.”
Security
Strike a good balance
as marinas are a target
and risks have elevated
especially in resort settings.
Environment
There must be awareness
of the need to future-proof
design of pontoons and
structures for potential sea level rise
and prioritise prevention of in-water
pollution, particularly plastics, in
environmental management plans.
Pricing
The market is becoming increasingly
price sensitive and it’s important to
monitor new competition
and talk to your customers.
Remember that owners are
able to quickly compare
rates.
Final word
“With uncertainty and
disruption comes opportunity.
But few take time to think
beyond the chaos of the
everyday to anticipate, plan
and engage with change.
Let’s raise our eyes, look
ahead and decide to make a
difference.”
Ben Martin has spent 23 years in resort
consultancy.
E: BMartin@HKSinc.com
Top level
concierge skills
Steve Sammes of Mulpha’s Sanctuary Cove
Marina, Gold Coast, Australia introduced a
new Marina Concierge training initiative to GMI
seminar delegates. The programme, developed
by Mulpha, utilises its hotel and resort staff
training expertise.
Each course lasts
for one or two days
and is held in a hotel
owned/operated by
Mulpha. Students
receive guidance on
communication skills;
customer service
skills; dealing with
conflict and customer
complaints; personal
Steve Sammes
presentation; working
in a team; and delivering an exceptional customer
service experience. All participants interact with
hotel concierge and reception staff during the
sessions.
A pilot course, being planned on the Gold Coast,
will be organised by the Mulpha Marina Division.
Sammes says “it has great potential and a great
future” and is happy to discuss further.
E: ssammes@mulpha.com.au
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www.marinaworld.com - January/February 2019