The Luxury Yacht Charter Market and Sustainable Brand Image: The Case of Sunreef
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Date
2023-03
Authors
Seraphin, Hugues
Maing, Shem Wambugu
Journal Title
Journal ISSN
Volume Title
Publisher
Emerald Publishing
Abstract
Purpose – Drive, power and consciousness are the corner stones for the long-term sustainability of any
industry. In the luxury yachting industry, the objective of this study is to evidence through the case of sunreed
yachting that environmental innovation in the yachting industry has been key to sustainability.
Design/methodology/approach – As a case study central to this paper, Sunreef has reconciled key luxury
sustainability indicators to improve its brand image. This article adopted a case study approach to provide a
systematic documentary analysis of online materials. It is also supported by a critical review of recent
literature.
Findings – Beyond reconciling the three core components of any long-term sustainable strategy, the paper
provides evidence that luxury yachting can operate without impacting negatively on the environment and local
population, providing it is fully aware of the challenges faced by the planet in terms of sustainability, and that
everyone has a role to play in achieving sustainability (consciousness) and also a willingness (driver) to invest
in research and development (power).
Originality/value – This paper addresses the sustainability challenge in the luxury yachting industry. The
case of Sunreef Yachts Eco has shown that green communication and innovations are able to reverse the
unsustainable ecological trends in the yachting industry. This paper argues that “green activism” is the key
encapsulating all the approaches by Sunreef, linking “consciousness”, “power” and “drivers” in sustainability
yachtin
Description
article
Keywords
Luxury yacht, Sustainability, Sunreef, Brand image, Innovation, Green activism
Citation
Seraphin, H., & Maingi, S. W. (2023). The luxury yacht charter market and sustainable brand image: the case of Sunreef. Worldwide Hospitality and Tourism Themes.