Time to get AWAY

AWAY was born out of a simple idea: that there is another way to experience travel by yacht, and that it hasn’t been told yet.  

A different way into yacht travel

I came into the yachting world by accident. Growing up in a working-class town in the middle of England, yachting wasn’t something I had any reference point for. It simply didn’t exist in my orbit. It was only in my early twenties, working in yacht media, that I was introduced to it. And like many people encountering the world of luxury yachts for the first time, I began to understand what it made possible. Not just the yachts themselves, but the access they create. The way they open up coastlines, cultures, and parts of the world that would otherwise remain just out of reach.

At its best, yachting is an extraordinary way to travel. One that allows you to move differently, to experience places from the water, and to shape your time in a way that feels entirely your own. 

But it is also a world that has long been framed in a very particular way. One defined by distance, by status, and by a kind of exclusivity that can feel both outdated and, at times, unnecessary. The image is familiar. The same destinations, the same narratives, the same main characters: repeated often enough that they begin to feel like the whole story. 

A shift in who yacht travel is for

Superyacht charter exists on a far broader spectrum than most people realise. Yes, there are yachts that operate at a level most will never touch. But there is also a growing middle ground, shaped by a different generation of travellers. As wealth shifts, more millennials and Gen Z are stepping into positions of influence and spending power, bringing with them a different set of priorities when it comes to travel. Generations defined by curiosity, less concerned with display, and more focused on experience: authenticity, wellness, and off-the-beaten-track cultural moments. Not just luxury for its own sake, but something more personal, more meaningful. Highly curated and more connected to the places they visit. 

That shift is already changing what luxury yacht charter and, indeed, the whole luxury travel sphere, looks like. Destinations are widening. Experiences are becoming more out-of-the-box: wildest dreams are now an attainable reality. The idea of what a luxury yacht charter can be has been quietly expanding beyond the familiar rhythms of Monaco in summer or St Barth’s in winter for a while now. It is becoming more flexible, more exploratory, and, in many cases, more accessible than it has been before. Not universally, but enough to suggest that something is evolving. AWAY exists within that evolution. 

It is not about redefining what yachting is, but about looking at it differently. Putting destinations first. Paying attention to the details that shape a place and a charter experience, from the anchorages you choose to the people you meet along the way. Focusing on how it feels to be somewhere, rather than what it looks like from the outside. Exploring both the well-known and the less obvious with the same level of care, and approaching it all with a sense of curiosity and openness rather than convention or that familiar ‘if-you-know-you-know’ attitude. 

Building AWAY has allowed us to create something that reflects that mindset from the ground up. Less about gatekeeping, more about opening things up. Less about status, more about experience. Stories and content that feel relevant to how people travel now, and how they want to travel next. One that brings together yacht travel inspiration and aspiration, but grounds it in something more human: the joy of travel. 

There is a lot still to explore. That is the point. Welcome to AWAY, and we hope that you enjoy the journey.