PHOTO: JOE SKIPPER/REUTERS

When weighing what makes one megayacht for charter worth booking versus another, consider this: “It’s not about serving the perfect Cosmopolitan, it’s about how you serve it.”

Truer words couldn’t have been spoken. The statement comes from Patrick Coote, marketing director for Fraser Yachts. While it’s a good general statement about yacht charter, Coote is specifically referring to Fraser Yachts’ new Diamond Collection. The division is showcasing superyachts that are serious about charter and are certified by an independent party to offer a superb level of service.

Coote says that the Diamond Collection is a reaction to two major developments over the past 18 months to two years. First, a number of yachts entered the charter market but didn’t stand out in his or his colleagues’ minds in terms of service. Given that the crew and service standards amount to 90 percent of the attraction, he adds, this troubled them. Second, many yachts began discounting their weekly base rates as the recession deepened, to make bookings more attractive. “Rather than slash the rates, we decided to stand our ground and state that you will get absolutely a better experience aboard our yachts,” he says.

To be a part of the Diamond Collection, a yacht needs to meet a few key criteria. She must be available most of the high season, and “appropriately priced,” Coote says. (He explains that some yachts quote quite high rates because the owner actually isn’t all that interested in charter.) Furthermore, the yacht needs to have a high level of interior fit-out and accommodations that meet the needs of today’s charter clients. Last, but most important, the service level needs to be outstanding.

To ensure the latter, the yacht is audited by Triple S Consultancy, which specializes in personalized training and concierge services. Training covers things like bartending and butler service, but also communicating with fellow crewmembers, working as a team, and customer service. Triple S Consultancy was chosen because its founder, Peter Vogel, has extensive experience in the hospitality business, including aboard megayachts. In fact, among other things, he oversaw the Vulkan Maritime fleet—a.k.a. Octopus, Tatoosh, and Méduse.

Specifically, Triple S Consultancy will evaluate what needs to be done, if anything, to raise the level of service. This ties in to the quote above from Coote. Making a great drink is fine, but the crew needs to know how to interact with guests—if they even want much interaction during their time onboard. Once service needs are identified, Triple S Consultancy will hold a two-day training session on the yacht with the crew.

Rather than this be the end, “that’s where it begins,” Coote says. There’s a full feedback system in place, with information coming from the booking broker, the charter client, and even the crewmembers themselves. This occurs after each trip and after the end of the season. The idea is to obtain information on what worked well and what can be improved.

So far, Coote says, Fraser Yachts has approached 10 yachts in its fleet to participate in the Diamond Collection. “We’re very confident they’ll meet the criteria,” Coote adds, and officially be part of the division within the next few weeks. He’s also confident that the crew will benefit from the experience. “There’s certainly an element of pride the crew can take away from it,” he explains. Plus, the program shows that the owner and the captain are “investing in their people.”

Bottom line: “Good crew are people who want to continuously learn,” Coote says.