In the world of luxury yachting, exceptional service is not merely about fulfilling guest requests; it’s about anticipating needs, creating unforgettable moments, and exceeding expectations. But does this reflect reality?
Andrew Roch, founder of The Crew Academy, and renowned hospitality expert Paul Martin, sat down to discuss whether service standards have changed and what’s needed to meet rising expectations. They delve into the difference between passive and proactive service, highlighting how a subtle shift in approach can revolutionise the guest experience.
Read on to learn more and watch the full conversation here.
Service of the past
Andrew begins by discussing the repetitive training that has prevailed in yachting: “It’s pretty much servant-led…and yet we forget that we are a floating hotel and our job is to deliver an exceptional journey.”
Paul, who has worked with some of the world’s most exclusive hotels, replies: “It’s interesting you mentioned the word servant…It relates to the old adage ‘be seen and not heard’ and that whole idea is rooted in this old-fashioned idea of service.”
He emphasises that even though the industry has evolved — staff are better trained, more money is put into education — the fundamental approach to service often remains stuck in the past. This presents a challenge, as ultra-high-net-worth individuals demand increasingly luxurious experiences. How can yachting deliver on this promise with outdated service philosophies?
People don’t know what they want
Passive service is a style which is deeply rooted in historical models, and it primarily focuses on simply responding to guest requests.
Crew members in this model often wait for instructions, “so we’re still waiting for the guest to tell us what they want and when they want it” claims Paul. He explains that this approach lacks not only initiative but also the confidence to proactively engage with guests.
This approach can leave guests feeling underwhelmed, as the experience lacks the personalised touches and anticipatory service that truly elevates a luxury experience of a yacht charter.
What is proactive service?
Proactive service, on the other hand, shifts the narrative from just merely fulfilling requests to taking guests on a personalised journey. Crew members become active participants in the guest experience, anticipating needs and proactively addressing potential concerns.
Paul states that, “crew need to focus on being proactive and opportunistic… In every interaction with a guest there is an opportunity presented by the guest to make that experience better. But the question is do we always see it?”
This approach empowers crew to take initiative, build relationships with guests, and create personalised experiences that exceed expectations. By proactively engaging with guests and anticipating their desires, crew members can create truly memorable and unique experiences that leave a lasting positive impression and encourage guests to come back for more.
The way forward
Paul emphasises a critical gap in crew training: a tendency towards reactivity. Due to a lack of training or an old-fashioned approach, crew struggle to anticipate needs, build empathy, and cultivate relationships.
We must shift the focus of training to empower crew to take ownership and cultivate a proactive mindset. This requires moving beyond technical skills to understanding guest needs, preferences, and emotional intelligence. It means creating meaningful experiences and fostering a collaborative environment where all crew (no matter their department) contribute to the overall guest experience.
This equips crew with the skills to exceed expectations, build lasting relationships, and create unforgettable experiences to drive repeat bookings and keep guests coming back for more.
Going beyond skills
Nowadays, having a highly-skilled crew is no longer enough. Exceptional service is not just about knowing how to mix a drink, or deliver silver service. To truly thrive, you need crew who have the ability to create experiences that consistently surprise and delight guests.
The Crew Academy goes beyond traditional skills training, developing programmes with Paul Martin that teach crew how to shift their mindset and be able to spot those opportunities to leave a lasting impression. The focus extends to crucial aspects of service, like the psychology of service, building relationships and anticipating needs.
By embracing a proactive approach to service, your crew can move beyond fulfilling requests but creating truly exceptional and unforgettable experiences for guests. This shift in mindset has the power to transform the yachting industry and redefine the gold standard for luxury service.
View the full conversation between Andrew Roch and Paul Martin below.
Our revolutionary hospitality training can take place on board or in a residential format. Find out more here.
