Every year, in the months leading up to the Cannes Lions International Festival of Creativity, a quieter kind of momentum begins to build. Long before the Croisette fills with delegates and beach activations, decisions are already being made — yachts shortlisted, schedules drafted, and plans carefully shaped behind the scenes.
For many brands, that process is guided by Rachel Coles of Bespoke Yacht Charter. With more than 70 yachts arranged specifically for Cannes Lions, her experience sits at the intersection of access and judgement — knowing not just what is available, but what will actually work when the week begins in Cannes.
Understanding Cannes Lions from the Inside
To the uninitiated, chartering a yacht for Cannes Lions can seem relatively straightforward. Choose a yacht, confirm the booking, organise catering — and the rest follows. In practice, it is a far more compressed and demanding environment.
“The pace is what catches people off guard,” Rachel explains. “Everything happens within a very short window, and from the moment guests step onboard, it needs to feel seamless.”
Unlike a traditional charter, yachts during Cannes Lions are used as static event platforms. They may host multiple gatherings in a single day — from early meetings and working lunches to press moments and evening receptions — all without pause.
“That’s where the right yacht makes a difference,” she adds. “Not every yacht can handle that kind of rhythm, and not every crew is used to it.”
Beyond the Specification Sheet
While length, capacity, and price all play a role, Rachel is quick to point out that they only tell part of the story.
“Two yachts might look very similar on paper,” she says. “But once you start hosting on them, the differences become obvious.”
What she focuses on instead is how a yacht functions. How guests arrive and move through the space. Where conversations naturally happen. Whether the layout supports a steady flow or creates friction during busy periods.
“These are things you only really understand by being there,” she notes. “It’s not something you can fully judge from a brochure.”
Over time, that hands-on experience builds into something more instinctive — an understanding of which yachts consistently perform well under the pressure of the event.
Matching the Yacht to the Brand
One of the more common assumptions around Cannes Lions is that larger yachts automatically deliver better results. In reality, Rachel sees it differently.
“It always comes back to what the client is trying to achieve,” she explains. “For some, it’s about visibility — a constant flow of guests, a busy atmosphere. For others, it’s more selective. Smaller groups, more focused conversations.”
Each approach requires a different type of yacht, and choosing incorrectly can subtly shift the tone of the entire week.
“A yacht that works brilliantly for large receptions might not feel right for more structured meetings,” she says. “It’s about aligning the space with the objective.”
That alignment is where experience proves its value — turning what could be a broad selection process into something much more considered.
Timing, Availability, and the Reality of Cannes
If there is one consistent piece of advice Rachel gives, it is simple: start early.
“The best yachts don’t stay available for long,” she says. “And once they’re gone, your options narrow very quickly.”
However, when it comes to berths in the Port of Cannes, the process is often misunderstood.
“Berths aren’t negotiated or pre-booked in the way people sometimes expect,” Rachel explains. “It’s a structured process, and timing is everything.”
Once a client has selected their yacht, an application for a yacht pass is submitted through the Cannes Lions organisers. On the official opening day, those applications are submitted to the port authorities — and from that moment, it becomes a matter of first come, first served.
“The first complete, correct applications are the ones that secure berths,” she says. “Typically, it’s the first 30 or so yachts that get in.”
That detail changes how the entire process needs to be approached. Preparation becomes critical.
“You need everything ready in advance — the yacht confirmed, the paperwork in place, the file complete,” Rachel adds. “If something is missing or delayed, you risk losing your position.”
For clients, it reinforces the importance of making decisions early, not just to secure the right yacht, but to ensure they are fully prepared when the application window opens.
The Logistics Behind the Scenes
While the yacht itself is central, it is only one part of a much larger picture.
A typical Cannes Lions yacht charter involves multiple layers of coordination — catering across different events, crew briefings, guest management, and often some level of branding or production onboard. All of this needs to come together in a way that feels natural rather than staged.
“There’s a lot happening behind the scenes,” Rachel says. “But the goal is always the same — it should feel effortless for the client and their guests.”
Having an established network of suppliers and a clear understanding of how the port operates helps simplify what could otherwise be a complex process.
Small Details, Big Impact
One of the more interesting insights Rachel highlights is how often the success of a charter comes down to relatively small decisions.
“It might be something as simple as how guests are welcomed onboard,” she says. “Or how the space is set up for the first event of the day.”
These details shape the overall atmosphere in ways that aren’t always obvious at the planning stage, but become clear once the week is underway.
“People remember how a space felt,” she adds. “Not just how it looked.”
Over the course of Cannes Lions, those small decisions add up — creating an experience that feels either considered and cohesive, or slightly disjointed.
A More Considered Approach to Hosting
There has also been a noticeable shift in how brands use yachts during Cannes Lions.
“There’s more focus now on the quality of interaction,” Rachel notes. “Who you’re hosting, and how you’re hosting them.”
Rather than simply maximising guest numbers, many clients are thinking more carefully about how to use the space — whether that’s for curated meetings, structured conversations, or more relaxed, relationship-driven hosting.
“It’s about creating the right environment,” she says. “If you get that right, everything else tends to follow.”
Why Experience Makes the Difference
Cannes Lions is not an event that leaves much room for adjustment once it begins. The pace is fast, expectations are high, and the margin for error is small.
Having arranged over 70 yachts for the festival, Rachel Coles brings a level of familiarity that goes beyond access. She understands how different yachts perform under pressure, how the berth process works in practice, and how to ensure everything is ready at the point it matters most.
“It’s really about being prepared,” she says. “If you’ve been through it before, you know what to expect — and you can plan for it.”
Final Thoughts
From the outside, Cannes Lions can appear effortless — a seamless sequence of meetings, events, and conversations set against the backdrop of the French Riviera. In reality, the most successful charters are carefully planned, shaped by experience, and executed with precision.
For brands considering a yacht charter, that preparation is what makes the difference between simply being present and making a meaningful impact.
With her depth of experience and measured approach, Rachel Coles offers more than access to yachts. She offers a way to navigate Cannes Lions with clarity, confidence, and a clear sense of purpose.
Because at Cannes, it’s not just about where you are — it’s about how you use it.
For more than 20 years, Bespoke Yacht Charter have been quietly shaping some of the most seamless and memorable yacht charters on the Côte d’Azur. With over 200 successful Cannes event yacht charters behind us, our approach remains simple: personal, precise, and entirely hands-on.
During the most important events in Cannes—whether you’re planning Cannes Lions yacht charters or hosting clients on a MIPIM yacht charter—we understand that every detail matters. From the energy of a yacht charter at Cannes Film Festival to TFWA yacht rentals, yachts at Datacloud Global Congress Cannes, and ILTM yacht charters, each event brings its own rhythm, and we tailor every experience accordingly.
From sourcing the right yacht to curating every last detail on board, we’re there on the ground, ensuring everything unfolds exactly as it should.
No templates. No shortcuts. Just considered, experienced guidance from first conversation to final departure.
If you’re planning to host, entertain, or simply experience Cannes from a different perspective, we’d be delighted to help you do it properly.
