HanseYachts is sending a strong signal by deciding not to participate in Boot Düsseldorf 2025 with its Sealine, Ryck, Hanse, Dehler and Moody brands. Although the Fjord brand will be present with 3 powerboats, the manufacturer is turning away from traditional indoor shows in favor of more economical alternatives, which it believes are better suited to the expectations of its market. This decision raises questions about the business model of indoor boat shows: to what extent do these events still justify their exorbitant cost?
High cost and return on investment: an unbalanced equation
Boat shows, especially indoor ones such as Boot Düsseldorf, involve substantial organizational costs, not to mention the cost of transport, assembly and boat logistics.
For builders like HanseYachts, the equation is becoming increasingly unbalanced. The return on investment is deemed insufficient, with direct sales no longer always able to offset the high expenses incurred. In a tense economic climate, many players in the yachting industry are questioning the relevance of these shows, especially as afloat shows, which are less costly and better suited to presenting large models, are gaining in popularity.
Attractiveness of indoor boat shows: is the model running out of steam?
Faced with the rise of afloat exhibitions, indoor events such as Boot Düsseldorf are struggling to retain their initial appeal. Visitors and exhibitors alike are increasingly sensitive to the real-life experience of presenting boats on the water. These indoor shows offer only a static representation of the units, with no possibility of viewing them in real-life situations. By not coming to Düsseldorf, HanseYachts hopes to redirect its investments towards events more in tune with its customers' expectations.
Permanent showrooms: a long-term alternative?
To meet the needs of its customers and distributors, HanseYachts is showcasing its showrooms in Greifswald and Bernau, offering flexible access and a more permanent alternative to traditional boat shows. These spaces allow customers to discover models in depth, without the logistical and time constraints imposed by temporary shows. In addition to reducing costs, this approach could become a solid, sustainable alternative to repeated participation in expensive boat shows.
Lead generation: the end of boat show dependency
HanseYachts' absence from Boot Düsseldorf does not mean the end of lead generation for the company, which relies on online pre-registration and its distribution networks. According to the company, these strategies can capture up to 20% of the leads generated by a show, while avoiding the costs associated with physical participation. This move towards a digital strategy is part of a wider trend, where yachting players are favoring lead generation solutions that avoid the unnecessary expense of traditional trade shows.
New tariffs and 2025 strategy: a necessary adaptation
HanseYachts' strategy for 2025 also includes price revisions, which will be announced in the coming months. In a market where buyers are increasingly price-sensitive, cost optimization and the quest for greater profitability are becoming priorities for shipyards. Moving away from costly trade shows and redirecting these savings towards pricing incentives and quality services illustrates a new, more pragmatic approach to today's challenges.
