The verdict in three sentences
Clients of a yacht broker in Geneva, and even more their family offices and captains, now prepare their enquiries by asking AI assistants like ChatGPT before they call anyone. The companies named in those answers are the ones whose public information is consistent, factual and current: yachts genuinely under mandate, destinations, and a price structure of weekly rate plus APA. The work involved is still a young market, billed at around CHF 3,000 to 10,000 for a diagnostic as a 2026 ballpark, and it is measured with a dated record of answers, never with a promise of being recommended.
What do your clients ask AI assistants before contacting you?
The journey has changed: a buyer or charterer arrives with a shortlist already formed. Here are realistic questions, asked in French or English by Geneva-based and international clients:
| Question asked to the AI | Who asks it | What the AI needs to find about you |
|---|---|---|
| 'Which Geneva broker can help me buy a pre-owned 35 to 45 metre motor yacht?' | Private buyer, family office | Clear buying page, search areas, languages spoken |
| 'How much is a week on a 30 m yacht in the Mediterranean in July, APA included?' | Charterer, executive assistant | Explanation of weekly rate plus APA, public ranges |
| 'What is the difference between a central agency and an open listing when selling my yacht?' | Selling owner | Sales page explaining mandate types |
| 'Which Swiss-based companies offer charters in Croatia in September?' | Repeat charterer | Destination and season pages, kept current |
| 'Is there a MYBA member broker in Geneva?' | Adviser, captain | Memberships actually held, verifiable |
| 'What does the APA cover and who manages it during the charter?' | First-time charterer | Factual FAQ page on the APA |
| 'How can I check that a broker really holds the mandate on a yacht?' | Cautious buyer | Mandate status shown on every listing |
An AI assistant only names what it can tie to consistent sources. If your site still shows a yacht sold eight months ago, or presents open listings as exclusive, the risk is twofold: a wrong answer and lost credibility with fellow brokers.
Why some brokers appear and others do not
| Factor | What helps | What hurts |
|---|---|---|
| Consistent public information | Same name, address and services on the site, directories and press | Different trading names from country to country |
| Third-party mentions | Yachting press, association member lists, boat shows | No trace outside your own site |
| Factual pages | One page per service, destination and mandate type | Mood pages with no information |
| Structured data | Organisation, services and contact details marked up | Nothing a machine can read |
| Reviews, where allowed | Verifiable reviews on recognised platforms | Anonymous, unverifiable testimonials |
| Freshness | Listings removed on sale, dated seasons | A 2023 fleet still online |
Two constraints are specific to the trade. First, a listing should only cover yachts you actually have the right to market, and state whether you are the central agent. Second, membership of MYBA or IYBA should only be mentioned where it is actually held. On data, the revised Federal Act on Data Protection (revFADP), in force since 1 September 2023 and overseen by the FDPIC, applies to your forms and client files; the GDPR also applies once you target EU residents. This is not legal advice.
What the work covers and what it costs on the market
In broad terms, AI visibility work covers a review of current answers, aligning your public information, factual pages on your services and mandates, your presence on relevant third-party sources and tracking over time. The market is emerging: the ranges below are a 2026 ballpark, based on typical agency quotes in French-speaking Switzerland and public rate pages.
| Service | 2026 ballpark | Frequency |
|---|---|---|
| Initial diagnostic of answers | CHF 3,000 to 10,000 | One-off |
| Rework of factual pages | CHF 5,000 to 20,000 | One-off |
| Tracking and adjustments | CHF 1,500 to 6,000 | Per month |
| Dated record only (no production) | CHF 500 to 1,500 | Per month |
| Translation of pages into French | CHF 0.20 to 0.35 per word | By volume |
At Kolonell, this work is on quote, following a diagnostic built on your own questions.
How to measure it. The only honest measure is a dated record: the same questions, asked at regular intervals, tracked on three indicators: the share of answers that name your company, the accuracy of what is said (fleet, mandates, languages, address) and which competitors appear. A serious provider never promises that your company will be recommended; it shows how that record evolves.
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Mini case study
Illustrative example: Léman Yachting SA, a fictional Geneva broker, records 20 standard questions every month. In the first record, 3 answers out of 20 name the company, so 15%, and 2 answers attribute to it a yacht sold last year. Management compares six months of tracking at CHF 2,500 a month, so CHF 15,000, with the commission on a single charter: on a week chartered at CHF 150,000 with a 15% commission, it earns CHF 22,500. The calculation promises nothing; it sizes the risk being taken.
FAQ
Do AI assistants like ChatGPT already recommend brokers in Geneva?
Yes, they name companies when asked for a broker or charter firm, often 2 to 5 per answer. Those names change with the wording, which is why a regular record matters.
How much does an AI visibility diagnostic cost?
As a 2026 ballpark, allow CHF 3,000 to 10,000 for a one-off diagnostic in French-speaking Switzerland. Monthly tracking then runs between CHF 1,500 and 6,000.
Should charter rates be published?
Not necessarily yacht by yacht, but explaining the structure (weekly rate plus APA, often around 25 to 35% of the rate as a ballpark) helps AI assistants describe your offer correctly.
Can we be certain of being named?
No, nobody can guarantee it. You can, however, correct false information and track, month after month, the share of answers naming you across 20 or 30 standard questions.
How long before anything changes?
The first corrections often show within 2 to 4 months, depending on how often the sources are updated. The dated record lets you check this without relying on impressions.
Find out how AI assistants describe your firm. We record what AI assistants like ChatGPT say about your company today, on the questions your clients and their captains actually ask. Request a diagnostic quote: reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
