Prof. Dr. Phil Klaus unveils the future of yachting at the Blue Design Summit

On 15 May 2025, at the prestigious Blue Design Summit in La Spezia, Prof. Dr. Phil Klaus, renowned customer experience strategist and co-founder of Lexden Luxe, delivered a keynote that stirred the waters of the yachting industry. Titled “Megatrends and the Trillion-Dollar Shift: Preparing Nautica for the Next Generation”, his speech combined academic insight with industry foresight, offering a compelling vision for the future of luxury at sea.

Megatrends shaping the future of nautica

Klaus opened with a stark reality: the new generation of clients remains the "big unknown" for many in the yachting industry. Unlike previous generations, younger Ultra-High-Net-Worth Individuals (UHNWIs) value emotional connection, authenticity, and social aspiration over traditional symbols of ownership. He introduced the concept of "Blue Mind", a deep psychological and emotional pull toward the ocean, and emphasised that while love for the sea persists, this generation demands pleasure without the pain. In short, yacht ownership is expected to be joyfully meaningful, not burdensome.

The trillion-dollar wealth shift

A powerful focal point of Klaus’s address was the impending generational wealth transfer, expected to peak around 2030. This shift will see millennials holding five times more wealth than they do today, ushering in a profound transformation in luxury expectations. Klaus called it “The Trillion-Dollar Shift”, noting that many yacht builders and brokers remain unprepared for the values and demands of this upcoming clientele.

The young UHNW cohort is hardly interested in mere possession and boat dimensions. Instead, they prioritise experiential luxury, purpose-driven brands, and a sense of belonging. Time appears to be their ultimate luxury; not because they have so much of it, but because they have so little to spare. Every moment matters. As a result, their tolerance for friction is remarkably low and they demand seamlessness, immediacy, and intuitive service at every touchpoint.

From insight to action: building a nautica ecosystem

In a forward-looking segment, Klaus shared actionable insights from Lexden Luxe’s extensive fieldwork with UHNWIs. He outlined what he called the "next practice", meaning strategies for leading the change.

By conceiving nautica as an ecosystem, it’ll be possible to simplify ownership and operation through service bundles. Likewise, integrating yachting with land and air travel to deliver seamless experiences will ensure one-stop shopping pioneers a strong competitive advantage.

He also introduced the concept of “slow yachting”, a growing movement toward mindful travel at sea, as a response to both ecological concerns and the emotional needs of the next-gen luxury traveller.

Final thought: designing with purpose

Klaus concluded with a challenge: to design experiences, not just yachts. The future of nautica lies in its ability to connect emotionally, act authentically, and serve holistically. With time as the ultimate luxury, brands that deliver memorable, seamless, and purpose-led journeys will thrive within the generational transition.

Rebecca Gabbi

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