By: Kaloyan Radulov, CEO of Omaya Yachts
Despite being in the business of luxury, the yachting industry rarely pauses to ask what luxury truly means today. After years in this field, I’ve observed that boat launches and brochures often tout technical specs – engine horsepower, top speed, length overall – but seldom address the onboard experience, which misses the mark with modern clients. In an era when other luxury sectors emphasise authentic experiences, the yachting world cannot afford to cling to a checkbox of features and finishes. Indeed, today’s buyers respond when marketing highlights the unique experiences yachts offer rather than just the features themselves. An excessive focus on specs can lead to yachts that impress on paper yet feel soulless in practice – the kind of vessel industry press might praise but which leaves owners underwhelmed.
The conversation about evolving luxury is overdue. We must engage in a deeper dialogue about what owners and charter guests will value in the future. By not having this conversation, yacht brands risk designing products for yesterday’s notion of opulence rather than today’s desire for meaning, comfort, and connection. In short, if we don’t redefine luxury on our own terms, our clients, especially younger ones, will do it for us – and they may steer toward brands that do get it.
Defining luxury: From gilded opulence to quiet comfort
What constitutes “luxury” on the water has never been static. Traditionally, luxury yachting was synonymous with opulence and exclusivity. Previously, the image of luxury might have included ornate interiors with polished mahogany and gold-plated fixtures, uniformed crew attending to every whim, and a general atmosphere of excess. Owning a yacht was the ultimate status symbol (the very definition of a “status-symbol object” in one encyclopaedia was “owning a yacht”). Luxury in this era meant indulging in rare materials and lavish details simply because one could. This classic vision of luxury was about showing off, and for many years, it went largely unchallenged.
Today, however, a new generation of yacht owners and guests is reshaping the definition of luxury. Modern luxury leans more toward comfort, authenticity, and personal fulfilment than overt extravagance. For many, true luxury is less about objects and more about experiences – the freedom to unwind on your own terms, the privacy of an intimate anchorage, and the comfort of a space that feels like a second home. Importantly, what younger buyers consider “luxurious” often differs from their parents’ views. Industry research notes that yacht owners are getting younger and come with different needs and values than previous generations. Today, any overly conspicuous show of wealth can be viewed in poor taste amid global inequality.
In response, the ultra-wealthy are increasingly opting to understate their wealth – you might say that if money talks, wealth now whispers. This ethos has given rise to the “quiet luxury” trend that’s making waves across industries from fashion to yachting. Quiet luxury is “understated elegance and…refined consumption”, an emphasis on quality and discerning taste without overt displays. Unlike the flashy opulence of the past, quiet luxury is subtle: it’s the use of superb materials and craftsmanship in a way only those “in the know” would recognise. If old luxury shouted, new luxury whispers.
The rise of quiet luxury
Quiet luxury is particularly relevant in yacht design now. It’s no coincidence that many recent yachts favour clean lines, muted palettes, and timeless design, letting quality speak for itself and focusing on private enjoyment rather than public display. This trend isn’t just a fleeting fad – it reflects a broader cultural shift. With geopolitical tensions and greater awareness of inequality, flaunting wealth has lost its lustre.
In practical terms, quiet luxury on a yacht might translate to layouts prioritising cosy, liveable spaces over formal showrooms or choosing discreet high-end tech and finishes instead of ostentatious décor. Privacy is paramount – after all, a yacht is the ultimate secluded retreat for those who truly value getting away. And instead of bragging rights about size or speed, the bragging rights of the future might be about the unique experiences or peace of mind a yacht provides. The luxury is in how you use the yacht: long, lazy days on a sun pad with close friends or exploring quiet anchorages that few others can reach, supported by a vessel that offers all the comforts of home. This is a meaningful pivot from luxury as a static product (a big, shiny yacht) to luxury as a fluid experience a fulfilling yachting lifestyle).
If the industry at large has been slow to redefine luxury, at Omaya Yachts we have been determined to lead by example. As a family-run builder entering the market with a fresh perspective, we saw an opportunity to avoid the pitfalls of “pretend luxury” and “soulless design” from day one. Our flagship OMAYA 50 power catamaran was conceived as a response to the modern client’s question: “What if my yacht could be as comfortable as a home, as social as a beach club, and as private as a personal island?” In pursuing this, we deliberately prioritised experience over bragging rights. Every design decision was filtered through the lens of liveability and long-term satisfaction, not just wow-factor at a boat show.
For more information on Omaya Yachts please visit omaya-yachts.com
