Every June, the mood along the Croisette shifts.
The polished rhythm of early Riviera summer—long lunches, unhurried afternoons, the gentle procession of tenders across the bay—gives way to something sharper, more kinetic. The arrival of the Cannes Lions International Festival of Creativity transforms Cannes into a different kind of stage altogether: one defined not only by glamour, but by access, visibility, and opportunity.
For those navigating the week at its highest level, the centre of gravity is no longer on land.
It is, quite decisively, on the water.
A yacht during Cannes Lions is not simply a place to stay, nor even just a venue to host. It is a private domain within a very public arena—one that, when chosen well, allows its owner or charterer to move fluidly between business and leisure, visibility and discretion.
Few understand the nuances of this better than Rachel Coles of Bespoke Yacht Charter, whose experience with Cannes Lions charters has quietly positioned her as a trusted adviser to brands, agencies, and private clients alike.
A Different Kind of Charter
“Cannes Lions isn’t comparable to a typical Mediterranean charter,” Coles explains. “You’re not dealing with a fixed group of guests or a set itinerary. It’s dynamic—constantly shifting throughout the day.”
This distinction is fundamental.
Where a conventional charter revolves around escape, Cannes Lions is defined by interaction. Guests come and go. Meetings unfold alongside informal gatherings. The pace is relentless, and expectations—both logistical and experiential—are high.
In this environment, a yacht must perform multiple roles simultaneously: it is accommodation, certainly, but also a hosting platform, a meeting space, and, increasingly, an extension of a brand’s identity.
That complexity is precisely why specialist guidance has become indispensable.
The Subtle Power of Position
Ask anyone familiar with Cannes Lions what matters most, and the conversation will often turn—perhaps surprisingly—not to the yacht itself, but to where it sits.
“The berth is everything,” says Coles, without hesitation. “It dictates visibility, accessibility, and how people experience the yacht before they even step on board.”
Within the Vieux Port, where the majority of Cannes Lions activity converges, certain positions carry a quiet hierarchy. A well-placed yacht benefits from a steady flow of passing foot traffic, proximity to key venues, and a natural ease of access that encourages spontaneous visits.
Conversely, even the most impressive vessel can feel removed if positioned poorly.
Securing these prime berths is rarely straightforward. It requires not only early planning, but also established relationships and a clear understanding of how the harbour operates during one of its busiest weeks of the year.
It is here, perhaps more than anywhere else, that experience proves its value.
Planning Ahead: The New Reality
If there is one shift that has become increasingly apparent in recent years, it is the timeline.
“The booking window has moved significantly earlier,” Coles notes. “For the best yachts and berths, clients are now confirming six to nine months in advance.”
This is less about scarcity in absolute terms and more about competition at the top end of the market. Certain yachts—those with generous deck space, experienced crew, and layouts suited to entertaining—are consistently in demand. Pair that with a prime berth, and availability becomes limited very quickly.
For clients approaching Cannes Lions with a clear objective, early engagement is no longer advantageous—it is essential.
Choosing the Right Yacht
There is, inevitably, a temptation to equate scale with success. Larger yachts, after all, command attention.
Yet in practice, effectiveness is rarely determined by length alone.
“One of the most common misconceptions is that bigger is better,” Coles reflects. “In reality, it’s about suitability—how the yacht functions for the way it will be used.”
For many Cannes Lions yacht charters, this points towards well-designed yachts in the 30 to 50-metre range. These vessels often strike a balance between presence and practicality: large enough to host comfortably, yet manageable in terms of guest flow and crew coordination.
Equally important is the layout. Open deck spaces lend themselves to informal gatherings, while thoughtfully arranged interiors provide quieter areas for conversation. Crew experience, too, cannot be overlooked. A team accustomed to high-frequency hosting can make the difference between an event that feels seamless and one that does not.
Ultimately, the most successful charters are those in which the yacht aligns effortlessly with the client’s intentions.
Beyond the Charter: Curating the Experience
What has evolved most noticeably in recent editions of Cannes Lions is not the presence of yachts, but the way they are used.
“There’s been a clear shift towards more considered, experience-led charters,” Coles observes. “Clients are thinking carefully about how they want people to feel on board.”
This might take the form of a relaxed breakfast series, designed to encourage conversation away from the intensity of the main programme. Elsewhere, it could be an evening gathering timed to coincide with sunset over the Esterel, or a more structured event with a defined guest list.
In each case, the yacht becomes a setting—one that supports, rather than dictates, the experience.
Achieving this balance requires attention to detail. Guest flow, catering, timing, and even the subtle choreography of arrivals and departures all contribute to the overall impression. When handled well, the result feels effortless. When it is not, the cracks are quickly visible.
Navigating Complexity
Despite its polished exterior, Cannes Lions is not without its challenges.
Logistics, in particular, demand careful management. The volume of activity within the port, combined with the compressed timeframe of the event, leaves little room for error. Deliveries, security, staffing, and scheduling must all be coordinated with precision.
“It’s easy to underestimate how much is happening behind the scenes,” Coles says. “From the outside, it looks seamless—but that’s because a lot of work has gone into making it that way.”
For clients without prior experience, these complexities can quickly become overwhelming. This is where an experienced broker plays a more involved role, acting not only as an intermediary, but as a guide through the process.
The Value of Experience
What distinguishes Bespoke Yacht Charter in this context is not simply access to a fleet of yachts, but familiarity with the event itself.
Over successive Cannes Lions editions, Rachel Coles has developed an understanding of how the week unfolds—where the pressure points lie, what works, and what does not.
This knowledge informs every stage of the process, from initial yacht selection to the finer details of execution.
For clients, the benefit is not always immediately visible, but it is tangible. Decisions are made with greater clarity. Potential issues are anticipated, rather than reacted to. And the overall experience feels considered, rather than improvised.
A Riviera Perspective
Part of Cannes Lions’ enduring appeal lies in its setting.
Between engagements, the rhythm of the Riviera continues: a quiet moment on deck, the movement of light across the water, the sense—however fleeting—of distance from the intensity ashore.
A yacht allows for this duality. It offers proximity to the centre of activity, while retaining a degree of separation that is increasingly valuable during such a concentrated week.
It is, in many ways, the ideal vantage point.
Looking Ahead to 2026
As Cannes Lions continues to evolve, so too does the role of the yacht within it.
Demand shows little sign of slowing, and expectations—particularly among returning clients—are becoming more refined. The emphasis is shifting towards experiences that feel authentic, well-paced, and thoughtfully executed.
For those considering a charter in 2026, the fundamentals remain unchanged: start early, be clear in your objectives, and work with those who understand the landscape.
Or, as Coles puts it:
“It’s about creating something that works for you. When everything aligns—the yacht, the location, the experience—it becomes far more than just a base. It becomes part of the reason you’re there.”
For a more detailed look at the planning process, see our original interview with Rachel Coles on Bespoke Yacht Charter.
