Aman at Sea and the Rise of Yacht-Led Incentives
Luxury incentives are heading offshore, and few launches have sparked more interest than Aman at Sea. With the brand joining us at inVOYAGE Bangkok this April, we caught up with CEO Jonathan Wilson to uncover what yacht-led programmes really unlock for event professionals and why planners should be paying attention.
JONATHAN WILSON
President & CEO, Aman at Sea
inVOYAGE: Jonathan, you’ve spent your career shaping some of the world’s most exceptional hospitality experiences. What first drew you to the idea of launching Aman at Sea - and why did a yacht feel like the right next chapter for the brand?
Jonathan, President & CEO, Aman at Sea: What drew me to Aman at Sea was not just the idea of entering yachting, but the opportunity to extend Aman’s philosophy in a way that felt both natural and genuinely new. Aman has always been about freedom, space, privacy and a deep sense of place—values that, in many ways, are amplified on the water. A yacht allows us to move beyond fixed geography and create an experience that is fluid, intimate and deeply immersive, while remaining unmistakably Aman in its restraint and elegance.
For the brand, it felt like a meaningful next chapter rather than a departure. The sea offers a rare combination of movement and stillness—of discovery without compromise—which aligns closely with how our guests already travel and live. An ultra-luxury yacht gives us the ability to bring Aman’s design integrity, service philosophy and sense of calm into environments that are otherwise inaccessible, connecting cultures, coastlines and experiences with an ease that only this platform allows.
Ultimately, Aman at Sea is about expanding possibility. It allows us to serve our guests in a new dimension, while staying true to what has always defined Aman: thoughtful growth, long-term vision and creating experiences that feel deeply personal rather than performative.
inVOYAGE: For event planners who may never have considered a yacht for an incentive programme, how do you typically describe the appeal - especially when compared to even the most established luxury resorts?
Jonathan, President & CEO, Aman at Sea: When speaking with event planners, I position Aman at Sea as a natural extension of the Aman experience—one that builds on the same principles of space, privacy, design integrity and intuitive service that define our resorts worldwide. A yacht simply allows those qualities to be expressed in a different, highly compelling way. Rather than being anchored to a single location, the experience unfolds across multiple destinations while maintaining a consistent sense of calm, elegance and privacy throughout.
For incentive programmes, this creates a uniquely seamless environment. Groups enjoy the intimacy and exclusivity they associate with Aman, paired with the freedom of movement that only a yacht can offer. Transitions disappear, logistics become effortless, and every touchpoint—from dining to wellness to shoreside discovery—can be curated as part of one continuous journey, rather than a series of separate experiences.
What makes it particularly powerful is the shared nature of the voyage. Traveling together on the water fosters a natural sense of connection and presence, without ever feeling staged or forced. For planners looking to offer something genuinely distinctive yet deeply aligned with Aman’s ethos, Aman at Sea introduces a new dimension of reward—one that feels both familiar in its values and entirely new in its expression.
inVOYAGE: Aman at Sea has quickly become one of the most talked-about launches in the luxury travel world. When guests step on board for the first time, what do you think immediately stands out to them?
Jonathan, President & CEO, Aman at Sea: When guests step on board for the first time, I believe what will stand out immediately is a profound sense of calm and space. The experience is intentionally understated, defined by a quiet confidence in the yacht’s architecture and design. Proportions, spatial flow and the considered use of light and materials come together to create an environment that feels natural and effortless. It is a design language that reveals itself over time—refined, restrained and deeply calming—allowing guests to settle into the experience with ease.
Almost as quickly, there will be a feeling of familiarity. Although this is a new expression for the brand, the sensibility will be unmistakably Aman—from the materials and elevated design to the warmth and discretion of service. It will feel less like boarding a vessel and more like arriving somewhere deeply considered, where everything has been designed to put guests at ease.
What I expect will resonate most, however, is the seamless connection to the sea. The yacht is being shaped to bring the outside in, creating uninterrupted views, gentle movement and a constant awareness of place. That sense of freedom—combined with serenity and intimacy—is what we believe will define a guest’s first impression and set the tone for the journey ahead.
inVOYAGE: From an incentive perspective, what does a yacht unlock that simply isn’t possible on land - even at the highest end of hospitality?
Jonathan, President & CEO, Aman at Sea: From an incentive perspective, a yacht unlocks a level of cohesion and continuity that can be difficult to achieve on land. Rather than moving between separate venues or experiences, the journey unfolds as a single, fluid narrative—where accommodation, dining, wellness and discovery are seamlessly connected. This allows hosts to focus less on logistics and more on the experience itself.
What is also unique is the relationship between privacy and access. A yacht creates a highly controlled, intimate environment while opening doors to multiple destinations and moments that would otherwise require significant coordination. Incentive groups can enjoy rare access—whether arriving by sea, spending unhurried time in port, or hosting experiences in complete seclusion—without ever feeling disconnected from comfort or service.
Perhaps most importantly, being at sea fosters presence. When guests share the same space, pace and horizon, there is a natural sense of connection that develops—unforced and authentic. For incentive programmes, that shared journey carries emotional weight, creating memories and bonds that endure well beyond the voyage itself.
inVOYAGE: What types of incentive groups do you see working particularly well on Aman at Sea? Senior leadership teams, high-performing sales groups, intimate reward programmes - or something else entirely?
Jonathan, President & CEO, Aman at Sea: Rather than being defined by a specific type of group, Aman at Sea is well suited to incentives that place a premium on intention, intimacy and shared experience. The yacht naturally lends itself to programmes where quality matters more than scale—where time together, thoughtful pacing and a sense of ease are central to the objective.
What we see working particularly well are groups seeking something that feels both meaningful and distinctive. Whether the purpose is recognition, alignment or celebration, the environment allows experiences to be shaped around the group rather than the other way around. The flexibility of the yacht makes it possible to balance moments of collective connection with space for privacy and reflection, which is increasingly important at the highest levels. Ultimately, Aman at Sea appeals to organisations that understand the value of creating lasting impact rather than fleeting moments. It is less about who the group is on paper, and more about the intention behind bringing people together in a way that feels considered, memorable and deeply human.
inVOYAGE: When you look at Aman at Sea within the wider Aman portfolio, what role do you see it playing in the future of experiential and incentive-led travel?
Jonathan, President & CEO, Aman at Sea: I see Aman at Sea playing a complementary and forward-looking role within the wider Aman portfolio. It extends our ability to create deeply considered experiences into a new dimension, offering a different rhythm and sense of freedom while remaining grounded in the values that define the brand. In that sense, it is not a departure, but an evolution—one that allows us to respond thoughtfully to how our guests want to travel in the future.
From an experiential and incentive perspective, it introduces new possibilities for connection, discovery and continuity. The ability to move between destinations, while maintaining a consistent environment and standard of service, opens experiences that feel more fluid and immersive. It allows incentives to be shaped as journeys rather than moments, which is increasingly relevant as expectations shift toward meaning and longevity.
While many details will continue to evolve, Aman at Sea is intended to act as both a platform for innovation and a reference point for the future—demonstrating how experiential travel can be more intentional, more human and more enduring, whether on land or at sea.
inVOYAGE: What do you think surprises people most once they understand the scale, flexibility and intent behind Aman at Sea?
Jonathan, President & CEO, Aman at Sea: What often surprises people most is just how intimate and personal the experience is intended to feel. With a limited number of guests on board, the yacht is designed to create an immediate sense of privacy and ease—an environment where space is generous, service is highly attuned, and the experience feels quietly tailored to the individual. It has the feeling of something that is yours, rather than something you are passing through.
There is also a growing appreciation for how deliberately the yacht has been conceived around flexibility and discretion. Days are not defined by rigid schedules, and journeys are shaped with a light touch, allowing guests to move at their own pace while enjoying a seamless sense of continuity throughout.
Ultimately, once the intent is understood, Aman at Sea is recognised less as a shared vessel and more as a highly personal setting at sea—one where intimacy, privacy and thoughtful design come together to create an experience that feels rare, effortless and deeply considered.
inVOYAGE: For organisations considering Aman at Sea as part of a leadership or incentive programme, what do you believe makes time at sea such a powerful setting for connection and conversation?
Jonathan, President & CEO, Aman at Sea: Time at sea has a unique way of creating presence. When people are removed from the noise and fragmentation of daily life, conversations naturally become more focused and more meaningful. The setting encourages a slower pace and a shared rhythm, which allows connection to develop without agenda or distraction.
On a yacht, that sense of presence is amplified by intimacy and continuity. Leaders and teams are not moving between separate environments; they are sharing a journey. Informal moments—meals, time on deck, quiet transitions—often become as impactful as formal discussions, creating space for more open, authentic exchange.
What makes it particularly powerful is the balance between togetherness and privacy. Guests can come together with purpose, yet always retreat when needed. That equilibrium fosters trust, reflection and clarity—conditions that are essential for genuine connection and meaningful conversation.
quick-fire questions:
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Aman Spa and Japanese Garden
The arrival experience of seeing the yacht from a circling helicopter or approaching from a limousine tender
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Coveted, Peace, Motion
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Watching the sunset from the terrace of the Jazz Club with an incredible artist and an incredible glass of wine while sharing the countless memories of the day.
Sunset at the Selora Marina and Lounge
