HELM was founded by charter industry experts Peter Harrison and Simon Morgan in 2015, bringing a wide range of knowledge and expertise to the team, particularly in the high-end crewed charter, luxury catamaran and motor yacht charter markets. Fantastic customer experience is their priority, and NAUTIKA had the pleasure of talking to one of the “helmsmen” of this adventurous family, Mr Simon Morgan
Can you tell us about HELM’s mission and what sets your company apart from other yacht charter services?
My business partner Peter and I set out to provide unforgettable yachting holidays, tailored to each client. We believe a yachting holiday is the best way to experience a destination, and to really enjoy time with friends and family. While it can be the utmost luxury, what really makes a yachting holiday amazing is the adventure aspect of exploring new places – you never have to wake up in the same place twice during the charter.
What sets us apart from other charter companies is that we really care about the client experience. By making sure we are 100% transparent and adding genuine value for each client. We pride ourselves on our yacht and destination knowledge – our brokers know the best yacht options to recommend for different needs and budgets, and more importantly which to avoid. It’s not just about providing yachts; it’s about crafting remarkable adventures.
What inspired you to start the company and how much has HELM evolved from its inception to today?
Peter and I were in the industry already and couldn’t believe how confusing it was for first-time charterers to get into this kind of holiday. The concept of a yachting holiday was confusing and intimidating. So, we set out to be approachable, with transparency as a fundamental part of everything we do. For example, we always try to make sure people understand the full cost of the holiday to remove nasty surprises. We still attract a lot of first-time charterers, and still try to demystify yachting holidays as much as we can.
Our approach has remained pretty steady as we’ve grown from two of us in a spare bedroom to a team of 15 in a London office, but our niche is more refined. After a short while finding our feet, we realized that we had a niche in the crewed catamaran section, where we have a wealth of knowledge and very little competition, and this has become a key specialism of the business.
Have your life experiences shaped the vision that guides HELM today?
Absolutely! Peter and I are both avid sailors, and it was our passion for enjoying this type of holiday that really made us want to make it more accessible for others. Our shared passion ignited our journey and continues to motivate us to bring more people out onto the water with each passing year.
Can you describe the role of a dedicated yacht charter broker in the HELM experience, and how do they make the planning and booking processes easier for customers?
Each HELM broker adds value to the customer’s booking experience, bringing their own knowledge and experience to bear to give honest and impartial advice to clients. We achieve this by hiring brokers with a passion for yachting and experience of the operating side of yacht charters. Many of our brokers have previously worked as yacht crew members or skippers, offering valuable insight into the intricacies of the industry.
We also place a strong emphasis on continuous training and development. We invest in our team’s knowledge, ensuring they are well-versed in the various destinations we offer, and send the brokers to go and visit the yachts we offer. This means that they get to know the operators, yachts and crews, and only offer those we know and trust to deliver an exceptional holiday.
We also share our knowledge among the team, as our collective knowledge is much stronger than each individual. The brokers can then use this wealth of knowledge to offer each client honest, customized advice on the destination and boat that suits them best, giving them the power to make an informed decision.
Our brokers know the best yacht options to recommend for different needs and budgets, and more importantly which to avoid
HELM only works with the very best 5% of yachts in Croatia. Can you elaborate on the criteria that determine this selection?
We are proud of only working with the best companies and fleets. The quality and condition of the yachts is of course a large part of this, but it doesn’t just mean offering the shiniest boats! Maintenance standards, attitude and problem-solving are just as important.
Things can and sometimes do go wrong on yachts, as there are so many moving parts. The companies that we work with always put the client first, and when things do go wrong, they go above and beyond to make sure the client still has a good experience and an enjoyable holiday.
How do you ensure that HELM provides the perfect yachting experience for both seasoned sailors and beginners?
Firstly, we make sure we only work with professional providers, that have the highest maintenance and customer service standards.
We then make sure the customer makes an informed decision, and most importantly setting their expectations to align with the experience that they are booking. For example, a skippered charter with a hostess is a brilliant way for a family to kick back and relax on holiday without having to worry about cleaning up and making lunch, but if you want 5-star gourmet cuisine every meal, you’d be far better opting for a fully crewed charter with a professional chef on board.
How does HELM’s Experience Builder feature work, and how does it help tailor yacht charters to individual customer preferences?
We believe that for most people the overall experience of the destination, activities, their group and comfort features are more important than the actual yacht. By asking people to fill in the Experience Builder, we can start tailoring the experience to suit them. We get much more information about what parts of the experience are most important to them, which allows us to make better suggestions about which yacht, skipper, or crew would work best for them, or sometimes to suggest an alternate destination that is better suited for them.
How has HELM’s approach to transparency in pricing benefited your customers, and why is it a core principle of your business?
Few things can sour a vacation experience as quickly as unexpected hidden costs. There’s nothing worse than being on holiday, and suddenly finding out about costs you hadn’t planned for, or that you don’t understand. We aim to alleviate this stress.
Our approach to pricing is that we always want to make sure our clients get the best value. This doesn’t always mean the cheapest yacht. It means finding the right balance between cost and quality. It might be a great supplier has a similar yacht available for €100 more, but their equipment or inclusions make it much better overall value. By guiding them clearly through the different options, we help our clients to make value-driven choices.
What do you believe is the most rewarding aspect of working in the yachting industry, and how has HELM contributed to sharing your love of yachting with others?
People’s holidays time is cherished and valuable, and it is our job to enable happiness. There is nothing more rewarding than seeing people experience yachting for the first time, be it exploring a destination in a completely new way, interactions with wildlife, or just enjoying a sundowner cocktail – you are creating some of the best memories people have, things they cherish for years, and their genuine appreciation is so rewarding!
There is nothing more rewarding than seeing people experience yachting for the first time. We are creating some of the best memories people have, and their genuine appreciation is so rewarding!
Could you share some of your favorite sailing destinations and what makes them special, drawing from your extensive experience in the industry?
I count myself very lucky to have sailed all over the world, but just to name a few, these are my top four (I couldn’t keep to 3!)
The Whitsundays in Australia, for wildlife and diving, there is truly nowhere like it!
Phuket in Thailand, for the striking contrast between islands, going from the floating limestone islands to the outer white sand beaches while enjoying amazing Thai food, and seeing authentic, unspoiled Thailand.
Croatia keeps me going back year after year. With endless islands there is always a quet anchorage available, while just round the corner there is another fortified old town with amazing restaurants.
Finally French Polynesia, for experiencing a different way of life, the laid-back nature of the Pacific, while enjoying beautiful atolls full of wildlife and white sand beaches.
The beauty of yachting destinations is that they each have something totally unique to offer, and are all charming, beautiful and special – I don’t think I’ve ever really sailed anywhere I haven’t enjoyed!
