Why Book With High Tide? A Conversation With Our Founder, James Teague

Booking a luxury yacht charter is a big decision, and it helps to know who you're dealing with. We sat down with James Teague, co-founder and broker at High Tide Yacht Charters, to talk about why he started the business, what going the extra mile means in practice, and why clients choose High Tide.

Chartering a yacht should feel exciting from the very first conversation, not stressful. Here James explains in his own words how High Tide approaches that, from the first proposal to the last day on board.

Why did you start High Tide?

I wanted to do things differently. That meant transparency, clear and effective communication, and a real commitment to going above and beyond. I wanted to give people honest advice and help create memories they'll never forget.

Charter pricing and paperwork can feel complicated, especially the first time. I wanted clients to understand what they're paying for and who they're dealing with, and to feel able to ask questions without being rushed. Good advice should come from knowing the destinations, the yachts and the crews, not from what's easiest to sell.

The goal has always been simple: your holiday should be one you remember for all the right reasons.

What does going the extra mile look like?

It's often the small, personal things. We've bought a bottle of champagne out of our own pocket to celebrate a client's special birthday and an anniversary on the same trip. We've arranged several birthdays and worked with the crew to make sure the cake was the guest's favourite flavour.

None of it is about grand gestures. It's about paying attention to what matters to the people on board and making sure the crew knows it too.

Sometimes it's about putting things right. On a charter in Sardinia, clients were hit with an unexpected charge for having their beds made every day. It didn't feel right that they should pay for it, so we covered it. They had a great charter, and the experience made our service better. We added more checks and balances, and we know who not to work with again.

That's how we try to handle anything unexpected. A charter is a partnership between the client, the broker and the crew, and when something doesn't go to plan, the client shouldn't be the one who pays for it. Every experience, good or bad, helps us refine how we work and who we work with.

How do you match clients to the right yacht and crew?

After your enquiry and our initial proposal, we schedule a call. The proposal is based on the written information, but the call is where we get a deeper understanding of your preferences, the style of holiday you want, and any dietary needs.

Attending shows may seem like a mandatory part of my role, but it's where I get to know crews on a personal level. That experience guides us when we match you with the right yacht and the right crew, because the crew makes as much difference to a charter as the boat.

The right match comes down to people as much as specifications: how a crew works, what they enjoy doing, and how well that fits your group. That's hard to judge from a brochure, and it's why I'd rather meet the crews myself.

How do you keep pricing transparent?

Everything is included from the very first proposal. The VAT rate is clearly labelled, the APA is clearly labelled with its percentage, and you see a total estimated cost along with the expected crew gratuity. There shouldn't be any surprises later.

The aim is that you can compare our proposal with any other on a like-for-like basis and feel confident in the number you're seeing. When you understand the VAT, the APA and the gratuity from the start, the rest of the planning is far more enjoyable.

A charter looks expensive on paper. How do you answer that?

It is a big number on paper. But for a group of eight, when you work it out per person, it's very comparable to a 5-star all-inclusive holiday. The difference is that you get privacy and unique anchorages to wake up to every day.

Add the privacy of your own crew and the freedom to wake up somewhere new each day, and many people find the value makes sense once they see the full picture. We're always happy to walk through the numbers with you, line by line.

How do you reassure clients before they book?

• Secure agreements: we work with charter agreements from MYBA and CYBA.
• Clear payment plans: you know what's due and when, and we confirm when each payment has arrived.
• An open business: you can look us up on UK Companies House. 15308172
• Easy access: no question is too daft. We're a WhatsApp message away for quick questions, so you don't have to write a formal email.

None of this is complicated. A client planning one of the biggest holidays of their year should feel looked after from the first message.

If a client had one reason to choose High Tide, what would it be?

Communication. Every client deals directly with me, as the owner and founder, and everything is taken seriously. We're not a large company where you might get lost in the shuffle, and we're not chasing a sales target. We want to find the right charter for you.

That means you always know who is looking after your booking, and you get a straight answer from the person who runs the business. It's a smaller, more personal way of working, and it's deliberate.

How booking with us works

1. Send an enquiry: tell us where and when you'd like to go.
2. Receive your first proposal: VAT, APA percentage, total estimated cost and crew gratuity are all clearly labelled from the start.
3. Have a call with us: we talk through your preferences, the style of holiday you want and any dietary needs.
4. Choose your yacht and crew: we use our knowledge of the crews to recommend the right match.
5. Book with confidence: a secure MYBA or CYBA charter agreement, a clear payment plan, and confirmation each time a payment arrives.

Ready to start planning?

If you're thinking about a Mediterranean or Caribbean charter, get in touch with an enquiry. We'll send you a clear first proposal, then arrange a call to talk through what you want from your holiday.

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