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Exclusive Interview

Deep dive: tjb super yachts founder tim johnson on the art of the charter.

By Team DRW®

Meet Tim Johnson, visionary founder of TJB Super Yachts , a London-based superyacht charter and luxury travel firm with a team of 30 and offices in the Netherlands, Greece, Spain, India, Sweden, Australia, and the US. From superyacht charter and sales to new builds and yacht management, the former colour sergeant of the British Army has delivered over 1,600 superyacht experiences to yacht enthusiasts and families for over a decade.

Following a decade-long career in luxury jet sales, Johnson carved out his own niche in the market for first-time yacht acquisitions and charterers with the 2013 launch of TJB Super Yachts. In 2022, Tim founded TJB Private Travel , “a world-first for the luxury travel industry through an extraordinary, combined land and sea offering.”

This year, Relevance Yachts listed Tim in their ‘World’s Best 50 Yacht Brokers’ list. His latest office opening in Palm Beach, Florida offers a ‘boutique, personal and passionate approach’ to yacht brokering. In this exclusive, Johnson speaks to DRW  about life as a superyacht broker, his unique approach to yacht brokering, and 2023’s top superyacht charter destinations.

Dellvin Roshon Williams (DRW): It’s easy to ask you how you got into yachting. A better question, I think, is what kinds of values did you adopt as a private jet sales broker that you carried over into superyachts? What are the similarities and differences?

Tim Johnson (TJ): There’s a lot of similarities between the industries – so I was able to make a smooth transition as a result of the values I adopted as a private jet broker. As such unique industries, it is important to be able to adapt to a fast paced sector which comes with high standards. Both require client-centric operations, it’s key to understand the individual’s needs, preferences and desires, and tailor your approach in order to exceed expectations. Integrity and trust is crucial, in both industries it is important our clients value our recommendations, honesty will build those long-term relationships.

Networking also provides valuable insights and opportunities for future clients – building relationships with owners, shipbuilders, and designers is highly beneficial. Finally, an in depth understanding of the market and being able to understand industry trends and having an environmental awareness are central to the UHNW travel industries.

DRW: Walk us through the TJB Super Yachts process for first-time yacht acquisitions and charterers. What does that look like?

TJ: For charters –

A prospective client would visit TJB’s new website or our social media platforms to browse and arrange to speak to a broker on the phone: to get to know them, choose destinations, and determine what the client wants to get out of your charter. The broker will showcase the wider possibilities available on charter to the client. With access to the entire market, the broker will share a tailored selection of yachts and sample itineraries, as well as offer the opportunity to learn about charter etiquette i.e tips. Before the charter, the broker will send a detailed preference form to complete – for them to then relay with the Captain. Throughout the charter, the broker serves as the first point of contact to assuage any concerns that arise.

For acquisitions –

With access to advanced technology, we can acquire any yacht on the market, whilst our first-hand knowledge also gives us personal access to an extensive selection of off-market yachts, enabling our brokers to create a bespoke sales strategy based on specific requirements. As one of life’s greatest thrills, our brokers will guide the clients through every aspect of the ownership journey, from contract to crew, keeping the process seamless and secure – as well as fun.

DRW: What is your approach to the art of superyacht brokerage?

TJ: Boutique is better – being a boutique and independent brokerage, we have an unbiased approach to everything we do. We have a close-knit team who provide our clients with a personalised service. The brokers are with the clients (virtually) every step of the journey to ensure a smooth charter and that all the requests are met, as well as flying out for each embarkation.

‘ Our brokers will guide the clients through every aspect of the ownership journey, from contract to crew, keeping the process seamless and secure – as well as fun.’

DRW: How do you identify next-generation trends for high net worth travellers – particularly in superyacht space?

TJ: We closely monitor micro/emerging trends that crop up in the industry. These tend to become bigger trends in the following seasons. Some upcoming trends we have identified are as follows:

Increased Focus on Sustainability : The emphasis on sustainability is expected to continue growing, with a stronger integration of eco-friendly technologies, alternative fuels, and sustainable materials in yacht design, construction, and operation. Yacht owners and operators will likely prioritise energy efficiency, reduced emissions, and responsible waste management to align with environmental goals.

Advancements in Technology : Rapid technological advancements will continue to impact the yachting sector. This includes improvements in propulsion systems, onboard automation, navigation and communication systems, safety features, and entertainment amenities. Enhanced connectivity options and digital innovations will further enhance the yachting experience and streamline operations.

Customisation and Personalisation : Yacht owners increasingly seek unique and personalised experiences, leading to a rise in customised yacht design and construction. Yacht builders and designers will continue to offer bespoke solutions tailored to individual preferences, ensuring that each vessel reflects the owner’s lifestyle and desires.

DRW: What are short and medium to long run trends driving the luxury private travel industry? Are there any trends emerging that you did not expect?

TJ: On top of an increasing influx of younger first-time charterers, we’re seeing a growing interest from adventure seekers for a new, more boundary-pushing type of charter. Explorer yachts are therefore upping their standards of luxury, enabling clients to visit more far flung destinations whilst experiencing world-class on-board hospitality.

There’s also high demand for elevated, more holistic travel experiences – adding a new dimension to superyacht charters through the incorporation of land experiences too.  The yacht is no longer the destination – our clients want to spend time in the locations they visit. We’ve recently launched TJB Private Travel to cater to this market, enabling our clients to enhance and extend their charter with the inclusion of exclusive on-land offerings – from the most sought-after luxury hotels to unique in-destination events.

DRW: What role does a ‘high-tech internal infrastructure’ play in delivering bespoke personalized services to TJB clients?

TJ: Behind the scenes, we’re proud to employ the most advanced industry technology and intelligence to ensure we can share the most up-to-the-minute market insights with our clients. We launched our new website in June 2023, featuring innovative and intuitive online tools for users to explore the charter and sales market for themselves, discover new destinations and build their own itineraries.  TJB Super Yachts serves as a content-rich platform that gives clients the ability to compare yachts, create favourite lists and explore superyacht charter in an approachable way.”

DRW: What are the top superyacht charter destinations and why?

TJ: For the second year, Greece has been our top charter destination, commanding 25% of TJB Super Yachts’ charters so far this year, and it is no surprise it is the first choice. With thousands of beautiful islands to explore, some of the world’s most outstanding deserted sandy coves, beaches and picturesque fishing villages, Greece has something for even the most discerning travellers, with a charter season that extends through to October. Italy, France and Croatia are other destinations that are proving popular again, typically clients like these destinations as they don’t have to travel too far to charter and there’s lots of opportunity for activity and exploration as well as the consistent beautiful scenery of the Mediterranean.

DRW: What do you find most exciting about your Palm Beach expansion?

TJ: Over 50% of the TJB Super Yacht clientele is USA based and it’s continuing to grow exponentially – last year we completed over 215 charters to USA clients alone.  There is no doubt that Palm Beach is the epicentre of the USA superyacht industry – the location is a great gateway to some of our most desirable charter destinations, such as the Bahamas. It is home of the iconic Palm Beach International Boat show, a key event in the annual yachting calendar which our team have attended for the last decade.

The area shows a future of increased economic growth – in 2021, the Town of Palm Beach Marina underwent a USD$40 million transformation and now provides 84 world class, state-of-the-art slips, which allows TJB Super Yachts to meet the demands for larger yachts from an exclusive marina.

Although we’ve always had a presence in the USA, we felt that this year was the right time to cement our positioning there. Nicole Haboush is our Senior Charter Broker in the USA, she is widely recognised in the industry and has been a resident of Palm Beach for 15 years, so her knowledge of the area is unparalleled.  The most exciting thing about the new office is the opportunities it has to bring.

DRW: Aside from overseeing TJB Super Yachts and TJB Private Travel, what other aspects of your role do you find most fulfilling?

TJ: There’s lots of aspects that I find fulfilling about my role, particularly mentorship, prestigious travel and employing the values and team building skills I learned while I was in the army. I have also always enjoyed meeting clients from across the globe. They are some of the most interesting people I have met.

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Luxurious Magazine Interview with Tim Johnson, Founder of TJB Super Yachts

Founded in London a decade ago by Tim Johnson, TJB Super Yachts is today a world-leading boutique yacht brokerage with offices in the Netherlands, Spain, Italy, Greece, Sweden, India, Australia and the US. Simon Wittenberg caught up with Tim to find out more.

Luxurious Magazine: Can you please explain to our readers the services that TJB Super Yachts offers? Tim Johnson: TJB Super Yachts is a forward-thinking brokerage that speaks to the evolving needs of superyacht purchase and charter clients. We operate an independent, boutique and impartial approach, meaning we’re able to offer the world’s most spectacular and state-of-the-art yachts for acquisition and charter, as well as an extensive selection of off-market yachts not listed elsewhere.

We’re seeing increased demand from younger and first-time clients who trust us to make superyacht charter a reality and guide them through the process – an experience that was once so elusive. We have a passionate team of skilled brokers who assist from door to deck – from itinerary curation and concierge to VIP access to exclusive events and offbeat locations, meaning no two TJB Super Yacht charters are the same.

Behind the scenes, we’re proud to employ the most advanced industry technology and intelligence to ensure we can share the most up-to-the-minute market insights with our clients. We launched our new website in June 2023, featuring innovative and intuitive online tools for users to explore the charter and sales market for themselves, discover new destinations and build their own itineraries.

TJB Super Yachts serves as a content-rich platform that gives clients the ability to compare yachts, create favourite lists, and explore superyacht charters in an approachable way.

LM: What are some of your career highlights to date? TJ: A significant moment certainly has been leaving my corporate job to go on two tours with the Army – this was both an incredible character-building experience, as well as a true privilege that gave me skills and memories which I’ll value the rest of my life. Following this, starting my career at Net Jets in 2002 unlocked a love for private charter. This led me to start TJB Super Yachts in April 2013.

As a passionate sailor, it felt like the natural next step for me, and I see it as a true milestone in my career. We opened our Fulham office in November 2017 – which I am also hugely proud of. Since then, we’ve continuously grown, and in June 2023, we launched our Palm Beach Office, expanding our global presence.

LM: You have just opened a new office in Palm Beach, Florida. What were the main drivers behind this? TJ: Over 50% of the TJB Super Yacht clientele is USA-based, and it’s continuing to grow exponentially – last year, we completed over 215 charters to USA clients alone.

Furthermore, the area shows a future of increased economic growth – in 2021, the Town of Palm Beach Marina underwent a USD$40 million transformation and now provides 84 world-class, state-of-the-art slips, which allows TJB Super Yachts to meet the demands for larger yachts from an exclusive marina.

Although we’ve always had a presence in the USA, we felt that this year was the right time to cement our positioning there. Nicole Haboush is our Senior Charter Broker in the USA – she is widely recognised in the industry and has been a resident of Palm Beach for 15 years, so her knowledge of the area is unparalleled. We’re excited about what it has to bring!

LM: What is the profile of your main clientele, and is it only high-net-worth (HNWI) individuals that you deal with? TJ: As a yacht brokerage, we have the privilege of working with a diverse clientele that extends beyond high-net-worth individuals. While they remain an important segment for us, we also serve other types of clients. For example, we specialise in event charters where companies are our clients.

We understand the unique requirements of corporate events, conferences, and special occasions organised by businesses, and we provide tailored yacht services to meet their specific needs.

In addition to companies, we collaborate with travel agents and third parties. Travel agents play a vital role in the luxury travel industry, assisting individuals and organisations in planning and booking their trips. We work closely with these travel agents, offering them a range of yacht options to recommend to their clients.

By partnering with third parties, such as concierge services, event planners, and luxury travel companies, we expand our network and reach a broader audience.

Our commitment to serving a variety of clientele reflects our versatility and dedication to meeting the needs of different customer segments. While high-net-worth individuals are an important part of our business, we pride ourselves on being able to provide exceptional yacht services to companies, travel agents, and other third parties.

This approach allows us to create meaningful partnerships and establish ourselves as a trusted and comprehensive yacht brokerage in the luxury travel industry.

LM: What are the main superyacht trends that have emerged this year, and what are buyers looking for? TJ: The superyacht industry is currently a very exciting space with growth in first-time charterers and a younger demographic of guests. Greece remains the top charter destination – the region is easily accessible, and we see consistent demand throughout the charter season from May to September.

Having said this, we’re seeing a growing interest from adventure seekers for a new, more boundary-pushing type of charter. Explorer yachts are therefore upping their standards of luxury, enabling clients to visit more far-flung destinations whilst experiencing world-class on-board hospitality.

There’s also high demand for elevated, more holistic travel experiences – adding a new dimension to superyacht charters through the incorporation of land experiences too.

The yacht is no longer the destination – our clients want to spend time in the locations they visit. We’ve recently launched TJB Private Travel to cater to this market, enabling our clients to enhance and extend their charter with the inclusion of exclusive on-land offerings – from the most sought-after luxury hotels to unique in-destination events.

LM: Are you seeing a greater number of purchases being made in cryptocurrency? TJ: No, we have not seen many payments made in cryptocurrency. While the idea may sound appealing, we have found that accepting cryptocurrency payments is not practical for our business. The main reason is the volatility of the cryptocurrency market, which can introduce a significant level of uncertainty and potential problems.

LM: We have had the pleasure of personally experiencing some rather cool toys, such as the SEABOB, aboard the Heesen Amore Mio yacht . What are the “must-haves” these days for ultimate enjoyment on the water? TJ: Luxury toys are a key pre-requisite for our charter clients, as they enable them to make the most of their time on the water – whether it’s skimming across the sea on state-of-the-art jet skis, being propelled into the air on an E-Foil, flying above the water on a Jet Pack, or walking on water in a Zorb.

Personally, I recommend the Mako Jetboard – it’s great for adventurous guests who are beginners to watersports but are keen to get to grips with surfing and offers a little more control than traditional surfboards. TJB Super Yachts is founded on the principle of “luxury without limits”, so we’re constantly seeking out the latest equipment available – it’s great to see the innovation of greener, luxury watersports, with many new electric toys available.

LM: How is a greater focus on sustainability changing the superyacht sector? TJ: Energy Efficiency: One of the primary focuses of sustainability in the superyacht sector is improving energy efficiency. Yacht builders and designers are incorporating advanced technologies and innovative engineering solutions to reduce fuel consumption and emissions.

This includes the use of hybrid propulsion systems, lightweight materials, energy-efficient systems, and hull designs that minimise drag. Energy-efficient practices not only reduce environmental impact but also lead to cost savings for yacht owners.

Alternative Fuels: The superyacht sector is exploring alternative fuels as a means to reduce greenhouse gas emissions. Biofuels, hydrogen fuel cells, and electric propulsion systems are gaining attention and becoming more viable options for powering superyachts. These technologies offer lower emissions, reduced noise pollution, and a transition towards a more sustainable and environmentally friendly yacht industry.

Eco-friendly Materials: Sustainable materials are gaining prominence in yacht construction and maintenance. Yacht builders are incorporating eco-friendly materials, such as recycled or recyclable composites, sustainable woods, and low-emission paints. By selecting environmentally conscious materials, the superyacht sector aims to minimise the ecological footprint and promote a more sustainable approach to yacht building and maintenance.

LM: How do you see the industry evolving over the next five years? TJ: Increased Focus on Sustainability: The emphasis on sustainability is expected to continue growing, with stronger integration of eco-friendly technologies, alternative fuels, and sustainable materials in yacht design, construction, and operation. Yacht owners and operators will likely prioritise energy efficiency, reduced emissions, and responsible waste management to align with environmental goals.

Advancements in Technology: Rapid technological advancements will continue to impact the yachting sector. This includes improvements in propulsion systems, onboard automation, navigation and communication systems, safety features, and entertainment amenities. Enhanced connectivity options and digital innovations will further enhance the yachting experience and streamline operations.

Customisation and Personalisation: Yacht owners increasingly seek unique and personalised experiences, leading to a rise in customised yacht design and construction. Yacht builders and designers will continue to offer bespoke solutions tailored to individual preferences, ensuring that each vessel reflects the owner’s lifestyle and desires.

LM: What are the core areas of focus for TJB Super Yachts going forward? TJ: Global expansion of TJB Super Yachts is always high on the agenda as the business grows. We’re also really excited about strengthening the TJB Private Travel offering to meet the demand for clients who would like a sea and land offering. Our third key area of focus is continuing to be leaders in technology and innovation. It’s always been part of the TJB Super Yachts philosophy.

LM: TJB Super Yachts supports the Blue Marine Foundation, a UK-based charity. What is their role, and how have you helped this organisation to date? TJ: As a superyacht brokerage, we are a team of people passionate about the sea and our beautiful oceans. Many of our brokers have sailing backgrounds and have grown up on the water. We recognise the importance of conserving our oceans and the crucial role that humans play in this.

This is why we support the Blue Marine Foundation in their effort to restore the ocean’s health – the team uses a combination of top-down intervention to improve governance of the seas and bottom-up project delivery to help local communities at the front line of ocean conservation that facilitates support from all levels, whether that’s industry individuals or larger corporations.

We’re in a sector of HNWIs that carry a lot of influence, so wherever possible, we strive to lead by example and show them ways in which they can support ocean conversation.

LM: Thank you for your time, Tim, and it has been a pleasure speaking with you.

TJB Super Yachts – Where and How?

For more information on TJB Super Yachts, visit www.tjbsuperyachts.com .

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Born in the Grand Duchy of Luxembourg, and now based in London, Simon Wittenberg is the senior editorial contributor to Luxurious Magazine® reporting directly to Paul Godbold. A specialist in the automotive sector, he has now expanded his repertoire to encompass all aspects relating to luxury and lifestyle. Simon has worked with some of the world’s most iconic marques such as Lotus Cars, Ferrari and Tesla Motors. His passions include luxury goods, motorsport, fine dining and travel.

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In Conversation With Tim Johnson Founder of TJB Super Yachts

Tim Johnson is the founder of TJB Super Yachts. Hailing from a naval family, Tim developed a passion for boats at a very young age, however, his love for sea-faring vessels wasn’t his first career move. Tim served in the British Army reserve for 14 years, then pursued a career in private aviation, before his transition into the superyacht sector.

In this Q&A Tim shares his own experiences along with trends and insights from the world of superyachts. Read on to learn more.

TJB Super Yachts has chartered over 2,500 superyachts in its 10 years of business – Can you share information about life as a London superyacht broker?

I travel frequently to our offices in Capri, Stockholm, Holland, Australia, Palm Beach and Barcelona as well as for client yacht embarkations and the annual yacht shows around the world. So when back in London HQ, I spend as much time with the team as possible – from reviewing company goals and expansion plans, to assessing the latest superyachts to market, and innovating new and inspiring charter itineraries for our clients. No two days are the same and the week always involves a few social activities such as team lunches and industry events.

How have ultra-high net worth trends evolved in recent years?

With a new billionaire created every 17 hours, we’re seeing more ultra-high net worth individuals venture into the yacht charter space for both leisure and business, and therefore a substantial growth in first-time superyacht charterers, which is creating an exciting new market for us. A first-time client can explore the TJB Super Yachts’ portfolio on our new website, fill in a preference form and speak to a broker who will get to know the client and guide them through the process in a non-intimidating way.

In the remote working age, an increasing number of superyacht owners have been spending time onboard the vessels for work – a confidential, remote space with no distractions! In line with this, there has been a rise in demand for up-to-date technology on yachts – ensuring a business can be run seamlessly from anywhere on the water.

Since the pandemic, there’s been a renewed interest in multigenerational travel amongst the ultra-high net worth set seeking long-lasting and unique memories with the whole family. The superyacht allows the family complete privacy and exclusivity and presents an opportunity to create once-in-a-lifetime experiences that would be impossible on land.

There’s been a rise in interest for adventure travel and trips further afield on explorer yachts from the younger generation. Millennials are seeking real-world experiences and opportunities to learn during their travels. They no longer seek the same opulent and obvious displays of affluence that generations before them craved onboard a yacht.

TJB Super Yachts has explored 27 countries since launch – What are the top 2023 charter destinations?

TJB Super Yachts’ top charter destinations are Greece, Italy, France, Croatia and the Bahamas – with Greece leading for the second year in a row. This is unsurprising given the breathtaking Mediterranean scenery and diversity of coves to explore. However, we’re seeing younger first-time charterers and adventure seekers express interest in more unusual, less-travelled charter destinations such as Antarctica and Raja Ampat, Southeast Asia. These archipelagos offer unrivalled views, world-class diving or sightseeing opportunities, very little tourism and incredible unspoilt natural scenery.

TJB Super Yachts is a boutique brokerage, what is the approach you take to yacht brokering?

Our company philosophy is “Boutique is better” – as an independent brokerage, we have an unbiased and personal approach to everything we do. The brokers are with our clients (virtually) every step of the journey to guarantee a smooth charter and ensure all the requests are met. They also fly out for each yacht embarkation to make sure the client is happy and well-settled onboard. The TJB Super Yachts team has access to over 80% of yachts on the water via a CRM database, which offers us exclusive access to a number of yachts that are not listed elsewhere.

Luxury is highly subjective – What does it mean to you?

To be in possession of a unique item, a ‘one of one’ is the highest form of luxury for me. These items are so special because they’re completely custom-built and no one else will ever have it. A great example of this is superyacht ARTEFACT, a custom-built superyacht with an incredible unprecedented floor-to-ceiling glass central section, innovative power generation technologies and digital power management – it’s also one of the first superyachts to meet IMO Tier III emissions regulations.

Having said this, a clear horizon on a calm day, sailing my boat around Hayling Island will always bring me more joy than any luxury item!

What is your life motto?

“Here for a good time, not a long time.”

Website: www.tjbsuperyachts.com

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Spotlight on TJB Super Yachts

Written By: Karen Hockney

A military career and a decade working as a private jet sales broker were the perfect springboard for Tim Johnson to launch TJB Super Yachts. Eight years on and Tim has established the company as the go-to boutique brand for first-time charterers with a dynamic team of 18 staff based London.

You could say his journey into super yachting really began in childhood, growing up as the son of a naval Commodore who worked with NATO and later ran naval bases. “I loved surfing, sailing and watersports,” he recalls. “After the army, I started in sales with NetJets and met a lot of yacht brokers. The job sounded very appealing so I moved over to start as a yacht broker with a well-known firm.”

Tim started TJB Super Yachts in 2013, securing a sponsored Monaco Grand Prix event with a diamond client, which led to a few charters that summer. Gradually he built up the business by reinvesting profits and building a talented and ambitious team.  

“In summer 2014, I did about 30 charters of mixed length and, every year since, we’ve expanded a little more. It took a few years but before long, we started doubling in size each year and in 2019, we did 260 charters.”

Providing a truly bespoke service, TJB prides itself on its personalised and efficient customer care.

“We’re a boutique brand in the yachting industry and we’re here to offer a high level of customer service,” adds Tim.

“Our niche developed as I came across first-time charterers, typically a business owner with a family who wants to spend £100-150k a week on a charter. We would find what’s right for them with minimal fuss, smoothly and quickly.

“This happened just as the internet took a step change with more bookings and enquires moving online.

“We picked up a lot of clients this way and became a personalised resource for people who had never really chartered before. Happily, those clients have grown over time and the people who started with a 26m have stepped up to a 50m. We speak to anyone – there are no pre-conceived ideas and no agenda around only being interested in the best of the best.

“Our team is young, experienced and dynamic. It’s a very healthy culture. Many are also ex-yacht crew – they start out as junior charter brokers or assistants and they develop well because they have been in the industry and understand what they’re doing.”

Indeed, meeting the team at their airy, open-plan office in Fulham certainly gives the impression of a cohesive and efficient workforce. Everyone has two screens on their desk to enable quick customer responses and efficient liaison between brokers and clients. “Our tech platforms and connections are as good as they can be and superfast so we work quicker and can do more in one day,” says Tim.

“We are heavily technology driven which means our clients receive the most up-to-date, accurate information as soon as it is released. We utilise systems and databases to deal with things quickly and send automated reminders and notifications to brokers and clients as well as a feedback form which provides a good assessment and management structure.”

Following a rebrand, their new website launched just last month. Honed during the Covid lockdown, it offers enhanced search functionalities, along with a fresh modern look, and showcases all their services, including yachts for sale and charter, management, concierge services and luxury travel.  In addition to providing a more engaging and intuitive user experience, the website boasts  a unique ' create your bespoke itinerary ' function for clients to customise their trips.

A first in the industry, visitors will be able to create their own itineraries for key cruising regions and a series of short destination guides will give clients the heads-up on where to eat, what to do and where to party during their trip.

“Building your own itinerary is one thing clients are hugely interested in – where they’re going and what the experience will provide is everything. This is a way for our clients to interact with the website and come up with their own ideas as well as giving them realistic expectations of how long it takes to get to Portofino for example! There's an answer for everything at the flick of a button.”

“These changes reflect our focus on creativity – combining the power of technology and innovation with the expert know-how of our yacht brokers to create remarkable experiences.

“We eat, sleep, live and breathe yachts and I’m still as excited about the business today as I was when we first started.”

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Flagship: Tim Johnson – from colour sergeant to superyacht CEO

After 14 years in the British Army, running a superyacht charter brokerage might not seem an obvious career choice. But it is one that is paying off for TJB Super Yachts’ founder and CEO, Tim Johnson. Superyacht Investor caught up with the British broker to discuss how his military experience influenced his business career, why he joined the superyacht industry and the challenges that come with starting your own charter firm.

Johnson (pictured) served in the reserve and regular army having joined the Honourable Artillery Company regiment in 2001 and did two tours with the British Army: one in Iraq from 2004 to 2005 and one in Afghanistan from 2009 to 2010. He eventually earned the rank of colour sergeant.

“ The Honourable Artillery Company is the oldest regiment in the British Army and it felt quite prestigious to be a part of it,” he tells Superyacht Investor. “ We all joined as troopers and you can work your way up to officer if you are willing to put in the work.” But the British native says he and his comrades in the regiment had joined “ for the soldiering ” rather than a career in the forces, since they all had day jobs in London.

The experience and life skills gained during his time in the forces in many ways prepared him for a life as a businessman in the superyacht industry. “It gives you a lot of strength and fortitude. You can suck up the pain of running a business a lot more,” says Johnson. “ It’s good for management. You are trained with structure, become disciplined, learn to focus and plan. You can push yourself a lot harder and with that, become better at dealing with high intensity situations.”

Johnson’s first introduction to the superyacht industry was not from the sea, but the sky. “I started out as a jet broker in private aviation with NetJets. There was a partnership with Edmiston so that was the first time I was introduced to the superyacht industry ,” he says. “ I would often meet yacht brokers and it just got me thinking. Their job just seemed more exciting, more rewarding and more fun.”

He made the move to Edmiston in 2011 and worked as a charter broker for two years before deciding to move to Fraser. “ But I had a young son and was finding it difficult to cover the school holidays. I just thought I have the contacts, if there is ever a time to strike out on your own, it’s now,” he says.

Having set up TJB Super Yachts in 2013, Johnson says the first year was difficult, but he made enough to scrape by. “I think the biggest challenge of being a charter broker is breaking in and being accepted as a new brand. No one cares when you are a one-man operator, in fact, the bigger companies will pat you on the back,” he says.

“ But once you start growing, a lot of companies want to keep it how it has always been and that can make things difficult.” The only way you can overcome that is by cracking on, he added.

After the first year, business picked up. “ The second year we had 30 charters and made a couple of hundred thousand in revenue,” says Johnson. “ This grew to 50 the next year and 75 the year after, then it was 120 and then 170. Every year our revenue was doubling.”

Johnson says his family, passion for his business and time in the military is what drove him to succeed during this time. “It was always a case of: ‘What is the next level we can go to?’ You have to believe that there is no limit. Just try and hit that target. If you are not growing, you’re shrinking.”

During his decade in the superyacht industry, a lot has changed. For Johnson, the growth of social media and digital marketing has been the most significant.

“People are more plugged into a luxury lifestyle. It’s fed into your handheld device now. Before it was on a page in the magazine,” he says. “ The industry and crew have become far more professional too.” And there are thousands more yachts.

One big challenge is the potential impending crisis with marinas , says Johnson. “ Wh ere are we going to put all these superyachts when they get built?” he asks. “The marinas aren’t getting bigger. Every year the fleet grows and it is becoming a fight for space. I was in Miami recently and it is jam-packed.”

But the biggest challenge for brokers, as Johnson sees it, is staying relevant. “ We have to make sure that we don’t let technology surpass us and that we still have value to add for our clients,” he says. “ But I think we will be fine. You can never automate things so much that there is no need for the personal touch of a broker.”

Everything in life is a challenge, says Johnson. “ You have to find a balance. Home life, work life, friends and health. ” But given lessons learned from his life experiences in different professional fields, he says he has the tools and drive to continue to grow his company.

“ Combining my experience in recruitment, broking, startup jet broking, multinational broking company and then my time in the army gave me a broader life experience perhaps more than other people in the industry, where all they ever knew was yachting,” he says.

“I love what we do here . One of the biggest things that drives me is wanting to compete with others in the industry and to just do the best we can.”

Above: The superyacht Miss Candy is one of the vessels offered for sale by TJB Super Yachts.

Top: Tim Johnson TJB Super Yachts’ founder and CEO pays tribute to his British Army training.

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Broker of the Month: Tim Johnson, TJB Super Yachts

After serving 14 years in the British Army, Tim Johnson spent the next decade selling private jets and rubbing shoulders with more than a few yacht brokers. An accomplished salesman with a passion for sailing and watersports, he decided to swap lanes and has never looked back.

Starting out with a brokerage in London, Tim later founded TJB Super Yachts, a boutique brokerage offering a truly bespoke service for seasoned and first-time charterers. An up and coming brand with a burgeoning business, Tim discusses what bespoke means in practice, and the road to success in a highly competitive market.

Your head office is in London but you’re currently in Sweden?

Yes, we have a home on an archipelago surrounded by forests and beaches, and sailing is a popular pastime here - mostly small to medium-sized sailing yachts, and the odd 40-50 foot motorboat used for day trips. It’s beautiful here, we have great weather, nice breezes, and no tide so you can navigate through all the rocks and around all the different islands.

Of course, nowadays one can work from anywhere, but I still spend most of my time in the London office where we have a team of 18, plus Coco the dog!

You’re passionate about sailing – tell us about some of your experiences at sea.

The magic of owning a boat is genuinely the quality time I get with my family. A few weeks ago, I spent a few days sailing around Isle of Wight with my father and brother-in-law in their respective boats. The weather may not have been the best but the simple pleasure of a BBQ on West Wittering beach and a gentle sail around Cowes cannot be beaten.

You’re also a keen polo player – how did that come about?

I have always loved horses and have been a good rider since I was a young child, but when I discovered polo I fell in love with the sport. Polo is such a great combination of horse riding and stick and ball skills and it’s a true team sport. It’s also incredibly fast paced and normally played in a beautiful setting - there are many parallels in how I run my own company. 

Was your business affected by the pandemic and were there any lessons learned?

When I started TJB we were doing 30 charters per year. Eight years later this rose to 260 charters but it dropped back down to 155 last year. Compared to other companies I don’t think that’s unusual, and already this year the numbers are back up in what is still a difficult time to travel.

Like many businesses, we took the opportunity to refine our systems and improve our online presence. As part of that we’ve refreshed our brand and we recently launched a new website with a unique ‘ build your own itinerary ’ function for clients to customise their trips. It’s a first in the yachting industry and it allows clients to create their own itineraries, complete with destination guides and tips on where to eat, what to do and where to party during the trip.

Tell us more about TJB Super Yachts’ bespoke approach’ how would you describe it?

Because we are a boutique company, we provide an ultra-personalised service to our clients. This is the TJB difference.

We’re a young team of hard-working people from diverse backgrounds. Everyone on the team has sales experience and/or has worked as crew, so they have hands-on experience being on board these superyachts. They also have good educational backgrounds, so they present well and know how to provide the high level of customer service you’d expect from a boutique company.

We don’t do anything half-hearted and whatever your budget you are treated the way you would expect to be treated because if it matters to you, it matters to us. We take great care and ownership in everything we touch.

It's easy to get caught up in multi-week, large yachts, but you've got to look after the family charters. The majority of people who are spending 50K for a week’s charter (plus expenses) are still spending serious money. We take care of all our clients in the same way which has led to steady growth.

Who are your typical clients?

Our niche is first-time charterers, typically a business owner with a family who wants to spend £100-150k for a week’s charter. Many of our earlier clients have also grown over time and those who started with a 26m yacht have stepped up to a 50m.

Most enquires occur online and the pace is fast - how do you compete?

We have a young and talented team but when you're competing with other brokers you have to respond with accurate information in the fastest possible way. We’ve therefore invested heavily in our backend systems so our brokers can focus on giving great customer service. You have to be organised and efficient if you want to deliver a truly personal service to so many individual clients.

Does this super organisation stem from your military background?

Yes it does! I served 14 years in reserve and 4 years full time with the Honourable Artillery Company (HAC) and they standardise everything. Training is huge, practice to perfection is huge, and you have standard operating procedures for everything.

Communication and teamwork are also key and hopefully I’ve carried these through to the company. The teamwork and positive attitude of our brokers is unparalleled. We share our knowledge and experience of all the yachts we visit and advice each other for future charter bookings. 

How do you encourage customer loyalty?

I've learned from experience that people are either naturally loyal or they’re not but our greatest strength is our excellent customer service. We go above and beyond and with clients all over the world, the team is available 24/7 to answer any questions or concerns. 

We are also heavily technology driven which means our clients consistently receive the most up-to-date, accurate information and all our itineraries are fully personalised. 

Whitsundays, Australia 

Are you seeing any trends in your client base in terms of demographic, age or where they want to go?

Clients are definitely getting younger - we're seeing many more 40-year-olds with young families. We're also seeing more clients from South America - Mexico, Brazil, and Argentina – which is interesting, but there’s still a smattering of clients from everywhere.

We promote all destinations but right now the choice is very much driven by travel restrictions but you can't beat Sardinia and Corsica or the cruising grounds and hospitality in Greece. Croatia is also growing in popularity and there’s still a lot of potential to expand. Even in the South France there are always new things to discover, national parks, great restaurants, and beaches.

Due to the pandemic a lot of Americans chartered in the Bahamas and the Caribbean last summer which is new, also Mexico and Costa Rica . The Red Sea was also popular with Saudis and I think that will continue to grow. The problem is still permits, but as they build these new super cities, I suspect that will change in order to attract more international tourists. We’re also seeing more charters in Australia, and that’s a pretty beautiful place.

Can you give us some details on your recent expansion?

The opening of TJB’s new offices is an important step forwards to realising our growth within our industry. This strategic expansion represents the next phase in our evolution as an international superyacht company, allowing us to better serve our international clients and enhance our position as a leading yacht brokerage.

We now have 21 staff with our headquarters in London and additional team members in the Netherlands, Greece, Sweden, Italy and Russia. Our new offices will provide services to clients not only in their cities and countries, but also throughout their respective areas. Because of the company's boutique character, each customer enjoys a unique experience in which their specific needs are heard and, most importantly, met.

TJB is also making inroads with the Indian market – how did that come about?

A couple of years ago we hired Advait Deodhar, who happens to be Indian. As well as being a highly effective yacht broker, he’s also a racing car driver and a keen sailor at the Mumbai Sailing Club so he is very well connected. He's motivated, super knowledgeable, and also very charming as an individual. The Indian market is hard to penetrate but he's growing it steadily.

What are your favourite cruising grounds and why?

My personal favourite is Croatia. The weather is fantastic, there are beautiful villages to explore, and the turquoise water and caves are stunning - a stop at the Blue Grotto on Bisevo is a once in a lifetime experience.

What’s on your personal bucket list?

I’d like to sail across the Atlantic in my own boat!

Which is your favourite yacht and why?

The superyacht Lonian is impressive because of her support ship Hodor which transports all the water toys. Amongst other things, Hodor has five tenders, a dive centre, helipad and three-person submarine in a striking military design. It’s an adventurer’s dream, while the mothership Lonian provides all the luxury anyone could possibly ask for.

What changes do you foresee in the yachting industry over the next 10 years?

I envisage new, younger clients from both Europe and America will drive sustainability in the sector by demanding more environmentally friendly yachts and experiences, and more opportunities to explore remote destinations.

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DRW Communications

Deep Dive: TJB Super Yachts Founder Tim Johnson on the Art of the Charter

In a candid conversation with DRW Communications, Tim Johnson , the visionary founder of TJB Super Yachts, discusses his journey from the British Army to the world of superyacht brokerage. He shares how his values from a career in luxury jet sales seamlessly translated into the superyacht industry, stating, “both require client-centric operations; it’s key to understand the individual’s needs, preferences, and desires, and tailor your approach to exceed expectations.” Tim also champions a boutique and independent approach to superyacht brokerage, emphasizing a personalized service that “keeps clients closely engaged throughout virtually every step of the journey.”

Moreover, Tim sheds light on TJB Super Yachts’ strategic expansion to Palm Beach, Florida , where he notes, “over 50% of the TJB Super Yacht clientele is USA based,” highlighting the region’s role as a burgeoning hub for the superyacht industry. Tim’s insights provide a glimpse into TJB’s unwavering commitment to client satisfaction and their astute response to the growing demand in the USA.

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In conversation with tim johnson founder of tjb super yachts.

Tim Johnson is the founder of TJB Super Yachts. Hailing from a naval family, Tim developed a passion for boats at a very young age, however his love for sea-faring vessels wasn’t his first career move. Tim served in the British Army reserve for 14 years, then perused a career in private aviation, before his transition into the superyacht sector.

In this Q&A Tim shares his own experiences along with trends and insights from the world of superyachts. Read on to learn more.

TJB Super Yachts has chartered over 2,500 superyachts in its 10 years of business – Can you share information about life as a London superyacht broker?

I travel frequently to our offices in Capri, Stockholm, Holland, Australia, Palm Beach and Barcelona as well as for client yacht embarkations and the annual yacht shows around the world. So when back in London HQ, I spend as much time with the team as possible – from reviewing company goals and expansion plans, to assessing the latest superyachts to market, and innovating new and inspiring charter itineraries for our clients. No two days are the same and the week always involves a few social activities such as team lunches and industry events.

How have ultra-high net worth trends evolved in recent years?

With a new billionaire created every 17 hours, we’re seeing more ultra-high net worth individuals venture into the yacht charter space for both leisure and business, and therefore a substantial growth in first-time superyacht charterers, which is creating an exciting new market for us. A first-time client can explore the TJB Super Yachts’ portfolio on our new website, fill in a preference form and speak to a broker who will get to know the client and guide them through the process in a non-intimidating way.

In the remote working age, an increasing number of superyacht owners have been spending time onboard the vessels for work – a confidential, remote space with no distractions! In line with this, there has been a rise in demand for up-to-date technology on yachts – ensuring a business can be run seamlessly from anywhere on the water.

Since the pandemic, there’s been a renewed interest in multigenerational travel amongst the ultra-high net worth set seeking long-lasting and unique memories with the whole family. The superyacht allows the family complete privacy and exclusivity and presents an opportunity to create once-in-a-lifetime experiences that would be impossible on land.

There’s been a rise in interest for adventure travel and trips further afield on explorer yachts from the younger generation. Millennials are seeking real-world experiences and opportunities to learn during their travels. They no longer seek the same opulent and obvious displays of affluence that generations before them craved onboard a yacht.

TJB Super Yachts has explored 27 countries since launch – What are the top 2023 charter destinations?

TJB Super Yachts’ top charter destinations are Greece, Italy, France, Croatia and the Bahamas – with Greece leading for the second year in a row. This is unsurprising given the breathtaking Mediterranean scenery and diversity of coves to explore. However, we’re seeing younger first-time charterers and adventure seekers express interest in more unusual, less-travelled charter destinations such as Antarctica and Raja Ampat, Southeast Asia. These archipelagos offer unrivalled views, world-class diving or sightseeing opportunities, very little tourism and incredible unspoilt natural scenery.

TJB Super Yachts is a boutique brokerage, what is the approach you take to yacht brokering?

Our company philosophy is “Boutique is better” – as an independent brokerage, we have an unbiased and personal approach to everything we do. The brokers are with our clients (virtually) every step of the journey to guarantee a smooth charter and ensure all the requests are met. They also fly out for each yacht embarkation to make sure the client is happy and well-settled onboard. The TJB Super Yachts team has access to over 80% of yachts on the water via a CRM database, which offers us exclusive access to a number of yachts that are not listed elsewhere.

Luxury is highly subjective – What does it mean to you?

To be in possession of a unique item, a ‘one of one’ is the highest form of luxury for me. These items are so special because they’re completely custom-built and no one else will ever have it. A great example of this is superyacht ARTEFACT, a custom-built superyacht with an incredible unprecedented floor-to-ceiling glass central section, innovative power generation technologies and digital power management – it’s also one of the first superyachts to meet IMO Tier III emissions regulations.

Having said this, a clear horizon on a calm day, sailing my boat around Hayling Island will always bring me more joy than any luxury item!

What is your life motto?

“Here for a good time, not a long time.”

Website: www.tjbsuperyachts.com

The post In Conversation With Tim Johnson Founder of TJB Super Yachts appeared first on .

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Cruising the Moskva River: A short guide to boat trips in Russia’s capital

There’s hardly a better way to absorb Moscow’s atmosphere than on a ship sailing up and down the Moskva River. While complicated ticketing, loud music and chilling winds might dampen the anticipated fun, this checklist will help you to enjoy the scenic views and not fall into common tourist traps.

How to find the right boat?

There are plenty of boats and selecting the right one might be challenging. The size of the boat should be your main criteria.

Plenty of small boats cruise the Moskva River, and the most vivid one is this yellow Lay’s-branded boat. Everyone who has ever visited Moscow probably has seen it.

This option might leave a passenger disembarking partially deaf as the merciless Russian pop music blasts onboard. A free spirit, however, will find partying on such a vessel to be an unforgettable and authentic experience that’s almost a metaphor for life in modern Russia: too loud, and sometimes too welcoming. Tickets start at $13 (800 rubles) per person.

Bigger boats offer smoother sailing and tend to attract foreign visitors because of their distinct Soviet aura. Indeed, many of the older vessels must have seen better days. They are still afloat, however, and getting aboard is a unique ‘cultural’ experience. Sometimes the crew might offer lunch or dinner to passengers, but this option must be purchased with the ticket. Here is one such  option  offering dinner for $24 (1,490 rubles).

If you want to travel in style, consider Flotilla Radisson. These large, modern vessels are quite posh, with a cozy restaurant and an attentive crew at your service. Even though the selection of wines and food is modest, these vessels are still much better than other boats.

Surprisingly, the luxurious boats are priced rather modestly, and a single ticket goes for $17-$32 (1,100-2,000 rubles); also expect a reasonable restaurant bill on top.

How to buy tickets?

Women holding photos of ships promise huge discounts to “the young and beautiful,” and give personal invitations for river tours. They sound and look nice, but there’s a small catch: their ticket prices are usually more than those purchased online.

“We bought tickets from street hawkers for 900 rubles each, only to later discover that the other passengers bought their tickets twice as cheap!”  wrote  (in Russian) a disappointed Rostislav on a travel company website.

Nevertheless, buying from street hawkers has one considerable advantage: they personally escort you to the vessel so that you don’t waste time looking for the boat on your own.

Prices start at $13 (800 rubles) for one ride, and for an additional $6.5 (400 rubles) you can purchase an unlimited number of tours on the same boat on any given day.

Flotilla Radisson has official ticket offices at Gorky Park and Hotel Ukraine, but they’re often sold out.

Buying online is an option that might save some cash. Websites such as  this   offer considerable discounts for tickets sold online. On a busy Friday night an online purchase might be the only chance to get a ticket on a Flotilla Radisson boat.

This  website  (in Russian) offers multiple options for short river cruises in and around the city center, including offbeat options such as ‘disco cruises’ and ‘children cruises.’ This other  website  sells tickets online, but doesn’t have an English version. The interface is intuitive, however.

Buying tickets online has its bad points, however. The most common is confusing which pier you should go to and missing your river tour.

“I once bought tickets online to save with the discount that the website offered,” said Igor Shvarkin from Moscow. “The pier was initially marked as ‘Park Kultury,’ but when I arrived it wasn’t easy to find my boat because there were too many there. My guests had to walk a considerable distance before I finally found the vessel that accepted my tickets purchased online,” said the man.

There are two main boarding piers in the city center:  Hotel Ukraine  and  Park Kultury . Always take note of your particular berth when buying tickets online.

Where to sit onboard?

Even on a warm day, the headwind might be chilly for passengers on deck. Make sure you have warm clothes, or that the crew has blankets ready upon request.

The glass-encased hold makes the tour much more comfortable, but not at the expense of having an enjoyable experience.

Getting off the boat requires preparation as well. Ideally, you should be able to disembark on any pier along the way. In reality, passengers never know where the boat’s captain will make the next stop. Street hawkers often tell passengers in advance where they’ll be able to disembark. If you buy tickets online then you’ll have to research it yourself.

There’s a chance that the captain won’t make any stops at all and will take you back to where the tour began, which is the case with Flotilla Radisson. The safest option is to automatically expect that you’ll return to the pier where you started.

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