This book was inspired by the previous exploration of the luxury yacht industry, which considered luxury yachting from a broad perspective of its context, tourism, and practice (Gladkikh et al., 2022). Given the complexity of this growing industry (Grand View Research, 2025), the publication specifically attempts to advance an understanding of luxury yachting from the perspective of co-creation of customer experiences. The book addresses the fundamental drivers for the increase in demand for luxury tourism and travel, including increased customer desire for unique experiences (Future Market Insights, 2020), customers seeking more special and less crowded tourism destinations, and the desire of customers to have greater control and input into their experiences (Froehlich, 2020).