Olivier G. Payen is a seasoned entrepreneur and expert in luxury yachting, with over two decades of experience navigating the high seas of Asia’s maritime industry. As the founder and managing director of AYA Yachts (rebrand from Asia Yacht Agency), Olivier has built a reputation for delivering unparalleled yacht management, brokerage, and charter services across the region. His passion for the yachting lifestyle, combined with his dedication to exceptional service, has made him a leading figure in the Asian yachting scene.
Born in France and having lived in several countries, Olivier brings a global perspective to his work, which is evident in the way he connects with clients and tailors their experiences to meet the highest standards. His extensive knowledge of Asia’s waters and his commitment to excellence have earned him the trust of high-profile clients and yacht owners.
In this exclusive Q&A, Olivier shares insights into his journey, his expertise in the luxury yachting industry, and his vision for AYA Yachts. Join us as we explore his professional milestones, passion for yachting, and expert advice for navigating the ever-evolving world of luxury yachts in Asia.
The Luxury Signature: Hi Olivier, it’s a pleasure to speak with you today. As a trusted service partner of The Luxury Signature, we’re excited to have the opportunity to chat and share with our readers more about AYA Yachts, your exceptional services, Phuket as one of Asia’s premier yachting destinations, and your expertise in the yachting industry.
First off, how did AYA Yachts come into existence? What inspired you to start a yacht charter and sales business in Phuket?
Olivier: AYA Yachts was founded in Phuket in 2005, marking the beginning of a new chapter in my life.
What were the biggest challenges you faced in the early days of the company and how did you overcome them?
Olivier: The biggest challenges I faced in the early days of the company were building trust with the local community and establishing a strong network in a new environment. Starting a business in a foreign country requires adapting to the local culture, understanding regulatory frameworks, and building relationships from scratch. Another challenge was finding skilled crew and staff who shared the same level of passion and professionalism to uphold the standards we envisioned for AYA Yachts.
To overcome these challenges, I focused on immersing myself in the local culture and learning from the Thai people. I invested time in building genuine relationships and collaborating with local partners, which not only helped establish trust but also created a solid foundation for the business. Patience and persistence were key, as was ensuring that our operations respected the local way of life while introducing international best practices.
Living and working in Thailand has been a delightful experience. For the last 45 years, having worked and lived around the tropical belt globally, I can confidently say that Thailand stands out as one of the most comfortable and charming places to live. Its warm population and vibrant culture continue to be an inspiration and a joy and also Thai food is good.
Could you kindly walk our readers through the range of services you offer?
Olivier: At AYA Yachts, we provide a comprehensive range of services designed to cater to every aspect of the yachting experience. Whether you’re looking to charter a yacht or a superyacht for a memorable getaway, need expert yacht management to keep your vessel in top shape, or are interested in buying or selling a yacht, we’ve got you covered. We also offer full-service yacht support, call agent services, and act as a Thai fiscal representative for superyacht charters in Thailand.
What are the variety of yachts in your fleet and the unique features they offer?
Olivier: Our fleet includes up to 24 different sizes and models of crewed boats and yachts, offering an extensive range of options to suit varying guest preferences. The yachts in our fleet vary in size, speed, and features, providing tailored solutions for every charter request. For example, some yachts are designed for speed, allowing guests to explore multiple destinations in less time. While others feature luxurious air-conditioned cabins for maximum comfort. Certain models offer a flybridge for panoramic views and relaxation. We also have yachts with larger crews to cater to personalized, high-end services. And options range from sailing yachts to motor yachts to superyachts, with features such as six cabins for larger groups, onboard slides for family fun, and sea swimming pools for a unique experience.
Our goal is to provide private boats that cater to all types of guest requests, whether it’s a romantic getaway, a family holiday, or a corporate retreat.
What are the key factors to consider when selecting a yacht for a charter? Additionally, which type of yacht or service tends to be the most popular among your clients?
Olivier: When choosing a yacht for charter, several key factors come into play to ensure the experience matches the guests’ preferences and needs:
First is the group size or the number of people in the party determines the size and layout of the yacht required. Larger groups may need yachts with multiple cabins and spacious common areas. Then, the charter purpose. Whether it’s for leisure, a family holiday, corporate events, or special celebrations, the purpose influences the yacht’s style and features. The preferred destinations are also considered by guests as some yachts are better suited for long-distance cruising, while others are ideal for shorter, coastal trips. Next is the onboard amenities as guests should consider amenities like air-conditioned cabins, flybridges, water sports equipment, onboard pools, or entertainment systems. They also look into the speed and performance, for those looking to explore multiple destinations quickly, faster motor yachts are ideal, while sailing yachts offer a more relaxed and serene experience. Of course, the budget as charter rates vary depending on the size, type, and features of the yacht, so it’s important to align choices with the budget. And lastly, the crew and services as the crew’s expertise and services offered onboard, such as catering, are crucial for a seamless experience of the guests.
Most popular yachts for your clients are the size from 40 feet up to superyacht types. On the larger yachts guests like to remain on the fly bridge where they can enjoy a 360-degree view well above the water, not far from the pilot station, with comfortable seats and table where the stewardess caters with food & beverage.
What types of guests do you typically cater to? (e.g., families, couples, corporate groups, luxury travelers)
Olivier: At AYA Yachts, we pride ourselves on providing tailored experiences for a diverse range of clients. Over the years, we have had the pleasure of welcoming couples and Honeymooners, families, corporate groups, luxury travelers, movie productions and celebrities.
What is typically included in a yacht charter package, and what additional expenses should guests be prepared for?
Olivier: We usually include the yacht charter rate, transfer from resort to marina, full crew, water and soft drinks, beach towel, cold towels, a crew with English language understanding, All our boats are equipped with mandatory safety equipment and leisure equipment such as snorkeling equipment, beach towels, cold towel, welcome drink, coolers with water, softies & snacks, a professional crew team of 2, 3, 4 or plus depending on the size of the vessel.
Additional expenses will occur whether guests want to do activities such as scuba diving, sea kayaking, I Aqua /Sea Bob, big game fishing, or special activities outside the yacht, restaurants or special tour activities. Also, at the guest’s request we can relocate some yachts at extra costs i.e. from east coast to west coast during high season allowing pick up closer from villa or resort. (Note: it is mainly a fuel surcharge, and costs may be dear) and sometime due to tide schedule and location it could be complicated or not possible.
We encourage guests to discuss their preferences and requirements in advance so we can provide clear guidance on any potential additional costs, ensuring a smooth and enjoyable charter experience.
What’s the trickiest part of the yacht charter experience, both during the planning and while the charter is underway, and how does your team handle it to ensure guest satisfaction?
Olivier: At AYA Yachts, we pride ourselves on simplifying the yacht charter experience for our clients. However, like any bespoke service, there are aspects that require extra attention to ensure a flawless experience.
During planning, the most critical part of planning is aligning the yacht selection with the guests’ needs. This includes the type of boat and size, the number of people onboard, preferred destinations and activities, food and beverage preferences (including any allergies), special occasions to celebrate onboard, and budget considerations.
While the charter is underway, the trickiest part during the charter is maintaining seamless service while adapting to unforeseen factors, such as guest requests, including last-minute changes or special accommodations and weather conditions that may require itinerary adjustments.
At the core of our service is a commitment to guest satisfaction. Every detail is meticulously managed to ensure guests can relax and fully enjoy their journey, regardless of any challenges that may arise.
What do you think separates Phuket from other yachting destinations in Asia?
Olivier: When we talk about Phuket, it truly stands out in the landscape. We are not just another destination; we are a hub fully equipped with flight connectivity, hotels, good medical system, culture, and of course people, most of Thai are friendly. Phuket has diversity. Geographically, Phuket provides easy access to key destinations around the Region. What’s truly special about here is our strong service and hospitality culture, this ingrained hospitality is something guests love. Our approach to luxury is not just about the time spent on our boats; it begins right from the first inquiry.
This genuine hospitality, combined with the stunning scenery and top-notch yachting infrastructure, makes Phuket an exceptional destination for those seeking both luxury and a personal touch, further enhances its appeal as one of Asia’s premier yachting destinations.
Phuket offers many stunning yachting locations. How do you structure your itineraries to ensure your guests enjoy the journey to its fullest?
Olivier: The main cruise destination in Phuket are Phang Nga Bay where you will be stunned by the spectacular scenery, not just only James Bond rock, of Panak island where you may see monkey families while passing by at slow pace, or Hong to go for 35 min kayaking in the caves with a boat boy paddling for you.
Or Krabi where you will find a wonderful spot with extraordinarily clear waters for snorkeling or sand beaches relaxing. You may also pass by “Chicken Island” called this for a good reason. Or you may go to Phi Phi islands, a bit further location, but beautiful island with crystal clear water waters and many interesting locations to see. “The Beach” movie set, Monkey beach, Pileh Lagoon, etc.
Also, you can go south of Phuket Island toward Racha Yai or Noi, two beautiful islands with wonderful swimming spots. For overnight cruise only some yachts can also go to Similan islands or Koh Rok Nok (three days 2 nights cruise minimum.)
Note: Exceptionally we have three fast and comfy boats able to cruise to Similan for the day only.
Which of your itineraries would you consider the most popular among guests?
Olivier: The Phi Phi Islands are undoubtedly one of the most popular itineraries, especially during the high and peak seasons, but they can get quite crowded. Personally, I prefer the Krabi area, which offers beautiful, quieter spots that many guests appreciate. However, I won’t reveal the exact locations until you charter with us—part of the charm is discovering them firsthand!
What are some lesser-known gems that you believe offer a unique experience?
Olivier: Same as above… I prefer to surprise guests when they board and charter with us.
What’s the most memorable experience you’ve had with a guest or group during a charter?
Olivier: One of the most memorable experiences—though certainly not the only one—was celebrating a wedding anniversary for an LGBTQ+ group of 9 friends who boarded from a famous resort. Our guests and crew shared an unforgettable two-day charter, filled with laughter, delicious food and drinks, and endless fun onboard and at sea. It was a truly special experience that highlighted the joy and camaraderie that yachting can bring.
What aspects of your job bring you the most satisfaction and keep you inspired to do what you do?
Olivier: Having been in this industry for more than 40 years, I still love what I do. The most satisfying part is working with a team that shares my passion for perfection. Our crew is dedicated to the smallest details, impeccable organization, and providing incredible service—ensuring that every day, every week, becomes a lifetime memory for our guests onboard. Their happiness and the lasting impact of their experiences keep me inspired and motivated every day.
What’s next for the company’s future, if you’re open to sharing? Are there any exciting new destinations or services you’re planning to introduce?
Olivier: We are currently renewing some of the yachts in our fleet, replacing them with newer models, while also continuing to maintain and improve others. We are extremely vigilant about ensuring the highest standards of safety, technical performance, and comfort onboard. We closely monitor all charter results, guest feedback, and reviews, staying engaged with our crew to ensure they deliver a service that strives for perfection.
At AYA Yachts, we are always looking for ways to enhance the guest experience, ensuring every charter is better than the last. “Greatness in every detail, excellence in every sail.”