Benedetta Iovane, the first Italian influencer in luxury yachting: "Let me tell you about my job"

Benedetta Iovane is Italy’s first influencer in the yachting sector. An engineering graduate, award-winning sailor, and lifelong boating enthusiast, Benedetta brought to Italy a style of communication that originated in the United States.

“When I started, I only had an Instagram and LinkedIn profile. Today I’m also on TikTok, YouTube, and more recently, Facebook: each platform has its own language and audience. My blog remains the place where I share everything more in-depth — both personally and technically. The last time we spoke,” she tells us, “I had 16,500 followers on Instagram. Now I have 49,000. But more than numbers, what matters to me is the quality of my followers: yacht owners, designers, technicians, true enthusiasts.”

How is communication changing in such a complex field like yachting?
“Yachting has always been a somewhat closed world, often self-referential. But things are changing. Shipyards have realized they need someone who can tell the story not just of the boats, but also of what’s behind them: the vision, the work, the people. Today, communication doesn’t stop at the boat shows, it continues online, every day, and reaches audiences that were off the radar until just a few years ago. That’s why new languages are needed, ones that combine expertise with authenticity.”

In your experience, what are the essential traits of a good communicator, and what mistakes should be avoided?
“Expertise is always essential. But today, it’s no longer enough. Communication in yachting — especially with the new generations — requires a different approach: less institutional, less rigid, more authentic. I chose to tell this world from an independent perspective, without filters, and without trying to please anyone. I don’t follow traditional commercial strategies: I prefer to listen, understand who I’m dealing with, and build a real dialogue. Because you can’t tell the story of the sea from the outside, you can only understand it by living it. And I live it every day: as a professional, as a mother who brings her children on board, and as a passionate sailor. This broad perspective is what allows me to recognize the value of a project and, when necessary, to speak honestly about it.”

What has been the most rewarding aspect of your work so far?
“Being recognized. Being invited to present important projects, having a voice in the sector, knowing that my opinion is heard, and often sought out, by shipyards, owners, and designers. It’s a kind of recognition that doesn’t happen by chance: I’ve earned it over time through commitment, study, and dedication. Of course, returning on board the Amerigo Vespucci recently in Genoa — after sailing on it at age 18 as a cadet — was an emotional moment. A symbolic return, closing one circle and opening another. But what really matters is knowing I have credibility. And that those who work with me do so because they know I always say what I think — even at the risk of losing a client if I believe a different strategy is needed.
Sometimes, beyond communication, I also get involved in strategic consulting for events and products. And that kind of broad trust, that’s the most meaningful recognition of all.”

Have you ever thought about expanding your work into other sectors?
“Yes, and to some extent I already am. I’m thinking of the onboard art consulting project I did with FP Art Online, or the Portofino-model waterbike initiative that brought together yachting and lifestyle. I strongly believe in intelligent cross-pollination. When the language is coherent, different industries can absolutely talk to one another, and that’s exactly what yachting needs right now: openness, vision, new connections.”

What projects are you currently working on?
“I’m continuing my yacht management activity with Sirius, focusing especially on the technical side. I’m working with two shipyards: one specializing in military vessels that’s now entering the luxury tender and chase boat market, and another focused on semi-custom yachts over 24 meters. A few days ago, I was in Monaco finalizing the commercial plan for a new line. Shipyards are starting to recognize the value of communication too: it’s no secret that I was recently invited by Wally to Valencia to preview the new Wallyrocket, a high-adrenaline boat designed for true racing lovers. In a few weeks, I’ll be in Finland, hosted by Swan, which was recently acquired by Sanlorenzo. In the meantime, another area I care about, and hope to develop further, is advisory in yacht sales and acquisitions. I work with owners, shipyards, brokers, and family offices, offering technical, strategic, and most importantly, independent support.”