The call of the sea now combines the need to escape, a thirst for technology and the imperative of sustainability. In a world in search of meaning, the boating industry is changing. More sustainable, more technological, more experiential, it is opening up to new uses and appealing to audiences who want to get away from it all in an environmentally-friendly way. Gianguido GIROTTI, Deputy CEO of Groupe Beneteau, describes the profound changes taking place in the sector, from breakthrough innovations to the reinvention of the on-board experience and new ideas of freedom.
What do you see as the major trends in the boating industry over the next few years?
The first trend that springs to mind – and which will only get stronger over the years – is the boat as a moment of well-being and personal balance. In a world that is often chaotic, boats offer respite: a way to get away from it all, to share precious moments with loved ones, or on the contrary, to spend time alone. The second trend is the desire for this experience to be as environmentally friendly as possible. The aim is clear: to make sailing accessible to as many people as possible, in conditions that protect nature. This development is reflected in our products. Groupe Beneteau is mobilising all its collective intelligence to anticipate and enrich expectations and harmoniously reconcile formal needs, technological requirements and sustainable imperatives.
The beauty of our business lies in our ability to integrate dozens of technologies, all designed to enhance the onboard experience:
• The interior layouts are more modular than ever before, making infinite
customisation possible.
• Boats are becoming smarter and more intuitive thanks to onboard technologies.
• Design, materials and environmental standards are changing radically.
How are new post-Covid expectations transforming habits, use and experiences in navigation?
The post-Covid period has clearly reinforced a need to reconnect with nature, to be free and to escape – aspirations that are reflected in new boating practices. In particular, we’re seeing a strong craze for chartering, with the boom in rentals, as well as for dayboating, a more spontaneous and accessible form of sailing. These uses simplify the experience at sea and allow people to learn to sail without constraints, opening up the sport to a wider public.
In the same vein, Groupe Beneteau is innovating with concepts such as the Island Cruising Concept, which completely rethinks the onboard experience. By reducing the technical skills required and integrating hybrid propulsion technologies, we are making navigation more intuitive, more sustainable and better aligned with contemporary expectations. This type of approach is set to develop extensively over the coming years.
Lastly, we attach great importance to adapting our experiences to suit different destinations, user profiles and types of adventure. Thanks to our community of owners and charter companies, we are able to design more personalised itineraries, in line with the desires of each individual. In this way, boating becomes much more than a leisure activity: it becomes a real life experience.
Is customer experience now the gateway to all your innovations?
Yes, it’s both the starting point and the goal. We’ve been building boats for 140 years, but what drives us today is imagining more intuitive, fluid and eco-responsible onboard experiences. Each innovation is born of real or anticipated use, fostered by our communities of owners who inspire and nurture this transformation. Customer focus permeates the entire Group, from design to construction.
Does the boating experience necessarily involve buying a boat? Or can it draw on chartering or leisure activities on board?
It requires these two models and it is vital to preserve them. However, new generations will continue to rent more in order to broaden their experiences and analyse each one before making a purchase. This is a very strong and marked trend compared with previous generations, who had far fewer opportunities to experiment with different possibilities. I imagine a nautical tourism sector – more than just rental – with a variety of experiences to be enjoyed: discovering the local life in which you find yourself, sailing, surfing, diving, culinary activities… the experience could be infinitely personalised and very rewarding. From a technological point of view, I think that the integration of artificial intelligence interfacing with user data will suggest optimised use cases. This pillar in the use of technology for the benefit of all will simplify access to boating.
You have recently developed personalisation services. Is this a way of taking the customer experience one step further?
Personalisation is a natural extension of the customer experience. We offer premium and refit* services to help customers adapt or modernise an existing boat in a sustainable way. We also work with our dealers to enhance their points of contact with customers. In the future, personalisation will also involve an ecosystem of brands that share common values, like our partnership with Alpine, working together to create innovative experiences and strengthen our joint initiatives in design and quality excellence. The ecosystem – which is broader than the nautical world – allows us to explore and innovate a lot more.
A final word?
We’ve been building boats and bringing dreams to water for 140 years. Improving the lives of all our customers is the mission to which our 6,500 employees are committed every day, giving the very best of themselves to make it a reality. Opportunities are also opening up for us in terms of digital technology and sustainable development. They will positively transform our Group for the next 140 years!
