Istion Yachting is one of the most recognizable names in the Greek yachting industry, with over three decades of presence in the market and deeply rooted expertise in sailing experiences. From a small beginning on the island of Kos in 1992, the company has evolved into a leading charter provider, with 11 bases in Greece, a newly established base in Croatia, and one of the largest and most diverse fleets in the region. Founder and CEO Ioannis Kourounis will speak to us about how Greece and the wider Mediterranean region continue to attract travelers from all over the world, the challenges and opportunities in the charter market, and how Istion creates experiences that exceed customer expectations-from bareboat charters to high-end holidays with fully crewed luxury yachts.
Istion Yachting has been active in the charter sector for over 30 years. What is the secret of your success in the Greek and international market?
Our success is based on a combination of experience, consistency, and a deeply customer-centric philosophy.
From the very beginning, we have aimed to see every journey through the eyes of the client. This means attention to detail, understanding the traveler’s real needs, and a constant effort to exceed expectations.
At the same time, we have invested in building long-term relationships of trust with clients, partners, and yacht owners. For us, every charter is not just a service, but an experience that must be perfectly organized at every stage-from the first contact to the final day of the trip.
Consistency in quality, attention to detail, and continuous adaptation to market needs are the elements that have allowed us to evolve and remain dynamic for more than three decades.
With a strong focus on maintaining high service standards and optimal quality specifications, Istion operates under a Quality Management System in accordance with the international ISO 9001 standard.
Greece and the Mediterranean remain top destinations for sailing holidays. What do you believe makes our region so attractive to your clients?
Greece has a unique advantage: the great diversity of its destinations. Each region offers a different experience. For example, the Cyclades are characterized by wild beauty, dry volcanic landscapes, and often stronger winds, while the Ionian Sea and the Sporades stand out for their lush greenery and milder weather conditions. This variety defines the Mediterranean as a destination suitable for all levels of sailors-from experienced seafarers seeking more challenging conditions to travelers who prefer safe and relaxed cruising. Beyond the natural environment, Greek hospitality plays a decisive role. The culture of local communities, the local cuisine, and the authentic character of the islands create an experience that brings visitors back again and again.
What are the biggest changes you have observed in customer behavior over the past decades? What do clients demand more today?
Today’s travelers are more informed and demanding than ever. They seek more personalized and authentic experiences, while placing great importance on service quality and ease of travel planning. At the same time, the importance of the experience itself has significantly increased. Clients no longer simply choose a destination; they aim to create memories, explore less popular areas, and combine the sea with gastronomy, culture, and activities. Technology has also changed the way travelers research and organize their holidays, significantly impacting how companies in the sector operate.
Istion offers both sailing yachts and motor yachts. Are there significant differences in customer needs and preferences depending on the type of vessel?
Yes, there are several differences. Clients who choose sailing yachts often seek a more authentic maritime experience, with a greater sense of freedom and connection with nature.
They are usually travelers who love sailing or wish to experience the unique, adventurous rhythm of life at sea.
On the other hand, clients who choose motor yachts tend to place greater emphasis on comfort, speed, and a higher level of luxury. This allows them to visit more destinations in less time and enjoy services comparable to a floating five-star hotel.
Your clients come from all over the world. Are there specific countries or markets showing increased interest in sailing holidays in Greece?
The charter market has traditionally been international, and Greece attracts travelers from many different countries. Europe and North America remain strong markets, but in recent years we have seen notable growth from emerging markets. A characteristic example is the Balkan countries, such as Romania and Bulgaria. These are markets with growing economic strength and a strong sailing culture. Many of these travelers are now choosing higher-category yachts, indicating that yachting is evolving into a premium experience for new customer segments.
In recent years, there has been increased demand for fully crewed yachts and premium experiences. How is Istion responding to this trend?
Indeed, demand for fully crewed yachts and premium experiences has increased significantly. Clients now seek complete sea experiences, with professional crew, high service standards, and personalized care. Istion has strategically invested in this segment, both by expanding its fleet of fully crewed yachts and increasing their size. At the same time, we place great emphasis on selecting and training highly qualified personnel, as the crew plays a crucial role in the overall travel experience. Today, we can say that our company is a leading player in this segment of Greek yachting, offering high-end sea experiences across the Mediterranean.
Charter operations during peak seasons require flawless organization. What are the biggest challenges your company faces in planning and fleet management?
Managing a large fleet across multiple bases requires a high level of organization and coordination. During peak periods, every detail-from the technical condition of the yachts to the organization of check-ins and check-outs-must function flawlessly. Our long experience helps us identify potential issues before they even arise. In other words, prevention plays a key role in our operations. At the same time, we continuously invest in skilled personnel with whom we maintain long-term collaborations. The experience and cohesion of our teams are among the most important factors that allow us to manage even the most demanding periods of the season effectively.
How has technology, such as online bookings and fleet management applications, affected Istion’s daily operations?
Technology has significantly changed how the industry operates. Today, a large part of the booking and charter management process is carried out digitally, improving both the customer experience and operational efficiency. At Istion, we utilize modern fleet and booking management systems that allow us to better organize our operations and serve our clients more effectively.
There is increasing emphasis on sustainability in charters. What measures are you taking to reduce the environmental footprint of your fleet?
Protecting the marine environment is a key priority for us. In this context, the company participates in various sustainability and environmental awareness initiatives. Through actions and partnerships such as the Artemis Project and Cigaret Cycle, we contribute to raising awareness about preserving our seas and protecting biodiversity. At the same time, we promote initiatives for the enhanced reuse of materials, such as repurposing old sails from our fleet. We also place special emphasis on informing our clients about the protection of sensitive marine ecosystems, such as the Alonissos Marine Park and the habitat of the Mediterranean monk seal. It is worth noting that Istion has been certified with ISO 14001 for implementing environmentally friendly practices.
Greece has a strong yachting tradition but also increasing competition from other Mediterranean countries.
What is Istion’s competitive advantage? Our main advantage is the combination of experience, reliability, and deep knowledge of the destination.
With more than three decades of presence in the industry, we have developed a strong network of partnerships and an organized operational structure that allows us to offer high-quality services across different destinations.
At the same time, our philosophy is based on building long-term relationships with our clients, which for us is the most meaningful confirmation of our service quality.
How do you see the charter market evolving over the next 5–10 years? Are there new trends or needs companies should address?
The charter market is expected to continue growing, as more travelers seek experiences that combine privacy, freedom, and exploration. In the coming years, we will see greater emphasis on technology, sustainability, and personalized experiences.
Companies will need to invest both in new types of vessels and in services that meet the needs of a new generation of travelers.
Finally, what is your vision for Istion Yachting over the next decade, and what message would you like to convey to your clients?
Our vision is to continue evolving as one of the leading providers of sailing experiences in the Mediterranean and beyond, while maintaining the quality and values that have defined us from the beginning. We aim for Istion to remain synonymous with reliability, authenticity, and a passion for the sea. Above all, however, our goal is to create experiences that our clients will remember for a lifetime-journeys that combine the beauty of the sea with the unique hospitality of Greece.
