Summary

The Italian boat rental market has experienced a resurgence after a period of modest growth, partly due to the democratization of nautical activities. This market operates through rentals between professionals, via specialized agencies, and between private individuals, facilitated by online platforms. Despite a concentration of activity within a few large European operators and specific geographic regions, consumer awareness and accessibility to boat rentals are on the rise, particularly for small boats, for which almost 50% of travelers consider renting. To stimulate interest in all sizes of boats, operators are diversifying their offerings, including corporate events at sea, while facing increased competition from online sharing services.

Growth of the Italian yacht charter market and consumer trends

The Italian yacht charter market is experiencing a significant upturn, after several years of moderate growth. This recovery can be attributed to a combination of factors affecting both demand and supply in the sector. On the demand side, consumers are increasingly aware of the availability and accessibility of charter boats. Particularly in the small boat market segment, around one in two travelers is inclined to opt for charter options. This development is indicative of a growing trend towards the democratization of leisure activities and water sports, making them more accessible to a wider public. On the supply side, operators have proactively expanded their offerings. A varied selection of boats is now available for charter in various Italian locations, taking advantage of the growing influx of tourists. This development has been reinforced by a remarkable growth spurt observed in the Italian boating market as a whole, which has grown by an impressive 10-15% in recent years. In addition, charter service providers are not only targeting the low-end segment, but are also actively promoting the mid-range and luxury segments. They use a variety of marketing strategies, including campaigns that emphasize the affordability of these leisure activities. In addition, new value-added services are emerging, such as on-board seminars and team-building activities, to attract a more diverse customer base. However, despite this positive dynamic, the market is facing increased competitive pressures, notably from online sharing platforms. These platforms facilitate peer-to-peer rentals, posing a potential threat to traditional rental services.

Key players in the Italian yacht charter market

Within Italy's diverse and dynamic yacht charter market, the interaction of different business models and a range of market players defines the sector's dynamism. As indicated in the previous overview, the market thrives on the pillars of professional rental, agency-facilitated rental and the burgeoning peer-to-peer rental via digital platforms. Let's now take a look at who these market players are and what role they play in offering boating adventures to boating enthusiasts.

  • Professional boat rental companies. Companies that own a fleet of boats and offer rentals directly to consumers or through other companies are a major player in this category. They are characterized by high maintenance standards, experienced staff and comprehensive services, such as skippers and on-board catering. These companies are generally the mainstays of the sector, sustaining and developing the market thanks to their long-standing reputation and the trust they have earned from their customers.
  • Specialized boat rental agencies. As intermediaries, specialist agencies organize and streamline rental for consumers, often offering a greater choice in terms of boat size and type. They emphasize ease of booking, personalized customer service and tailor-made experiences to meet their customers' diverse requirements. These agencies play an essential role in attracting newcomers to yacht charter, offering them a level of comfort and reassurance about their services.
  • Peer-to-peer boat rental platforms. Innovation in the sector has been considerably boosted by online platforms that enable private boat rental between individuals. These platforms enable private boat owners to offer their boats for hire, putting them in direct contact with potential renters. This model has democratized access to boating, significantly lowering the barriers to entry for charterers and enabling boat owners to monetize their assets. As pioneering forces, these platforms have not only intensified competition in the market, but have also contributed to market expansion by reaching a wider, more technologically savvy audience.

 

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  • Number of pages : 30 pages
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  • Last update : 17/08/2023
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Summary and extracts

1 Market overview

1.1 Definition and scope of study

The boat rental market, whether recreational or sports, is based on three different economic models:

  • Rental between professionals and from professionals to private individuals;
  • Rental through specialised agencies;
  • Rental between private individuals through online platforms.

The market is relatively concentrated around the large European operators; likewise, nautical activities are concentrated in some specific geographical areas. The sector is a sub-segment of the Italian nautical market as a whole which in 2019 recorded exponential growth - +12%. The rental market has recently shown signs of recovery after a five-year period of weak growth, dictated by a double push both on the demand and supply side with the progressive democratisation of the nautical sector. However, trends and demand affecting the market are different, depending on its identified sub-segment with respect to the size of boats: small, medium and large.

Consumers become aware of the accessibility of chartering, especially in the first segment - with almost 1 traveller out of 2 inclined to rent; and the supply side follows proactively by offering a wide choice of boats in many Italian locations, also taking advantage of the increasing tourist flows. Operators in the sector try to encourage interest also in the second and third segment, through marketing campaigns to communicate the affordability of this recreational activity or by offering new services such as the organisation of seminars or team building activities at sea; but they are threatened by an increasingly competitive context with the take-up of online sharing platforms.

List of charts

  • Mercato del noleggio di barche
  • Mercato del noleggio di barche
  • Mercato del noleggio di yacht
  • Imprese attive sotto il Codice Ateco 77.21.0 "Noleggio di attrezzature sportive e ricreative"
  • Addetti nelle imprese attive sotto il Codice Atco 77.21.0 "Noleggio di attrezzature sportive e ricreative"
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Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

M.Y.I srl
La Datcha Management s.r.l
Marina Charter s.r.l
Sail Italia s.r.l
North Sardinia Sail s.r.l
Mikasa Luxury Managment s.r.l
Yachting In Sardinia s.r.l
Vm Charter s.r.l

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