Kristan and Julian de Graaf did not raise capital or bring in outside investors to build their business. Instead, they bet everything they had.
The brothers poured Dh183 million of their own savings into a luxury yacht charter idea in Dubai. The risk paid off.
Today, their company, Elite Rentals Dubai, manages more than 50 ultra-luxury yachts and generates around Dh44 million in monthly revenue. Their fleet also includes the first Lamborghini yacht available for charter in the UAE.
Built on discipline, not shortcuts
Kristan traces their mindset back to childhood. Growing up in Amsterdam, he started working early and earned modest wages. That experience taught him discipline and consistency.
His parents shaped that outlook further. His father focused on growing money responsibly. His mother reinforced humility. Together, those lessons stayed with the brothers as the stakes grew.
The idea came before the yachts
Before stepping into marine luxury, the brothers built their footing in high-end car rentals. That business became the proving ground.
Over time, a pattern emerged. Clients kept asking about yacht rentals. Yet what Dubai offered felt crowded, generic, or poorly managed. The gap was obvious.
So in 2017, they moved decisively. They launched Elite Rentals Dubai with a clear rule from day one. Quality would come before volume.
Each yacht carried a serious price tag, between Dh18 million and Dh36 million. Rather than renting boats by the hour, they focused on the full experience. Trained crews. Private chefs. Privacy. Consistent service without shortcuts.
Demand followed quickly. Profit did not.
For nearly a year, the brothers reinvested everything into systems, operations, and standards. They ignored pressure to scale early. Getting it right mattered more than growing fast.
Then came another realisation. Visibility lagged behind demand. The business relied too much on offline traction.
As a result, they launched DubaiYachtBooking.com in 2021.
That decision marked a turning point.
Today, more than 80 percent of bookings come from repeat clients and referrals. In a crowded market, loyalty became their strongest signal of success.
Expansion with restraint
Even now, Kristan says discipline governs every decision. Big-ticket additions, including the Lamborghini yacht, only move forward if they fit the brand and long-term strategy.
Elite Rentals Dubai now operates across three brands, with expansion plans targeting Europe, Canada, and the United States.
The formula remains unchanged.
Take calculated risks. Control quality. Respect the process. Grow steadily.
In Dubai, that combination still works.
Kristan and Julian de Graaf. Image source: Gulf News
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