Hotelier turned charter company: Onboard with House of Nine
It is not every day you are invited to spend two days cruising through the Tuscan Archipelago, a region renowned for its natural beauty and understated charm. So when the opportunity arose, it was impossible to turn down.
The occasion marked an introduction to House of Nine, a boutique hospitality brand founded by Ginevra Moretti and her husband, Maximilian Fane. The concept blends curated land-based experiences with superyacht travel, bringing together high-end accommodation, personalised itineraries and a fleet of privately owned yachts to offer a fresh approach to luxury escape.
I was hosted by Ginevra herself, daughter of serial yacht owner Giorgio Moretti, whose fleet includes the 71.8-metreP. Smitmotor yachtSnellius, the 44.5-metreCarp Navisailing yachtElecta, and the 45.2-metreCantieri Navali Nicolinimotor yachtCuriosity. Of these,Curiosityis currently in operation, with the others undergoing significant refits.“The brand started two years ago,” Ginevra explains. “I launched House of Nine based on what I already had, the hotel. I renovated it into a five-star property and that became the foundation.”
From the outset, however, the vision extended beyond the hotel. “Even in the early stages, we were exploring how to integrate our superyacht fleet into the experience,” she adds. “We saw these extraordinary maritime assets and asked ourselves how we could open them up to a new generation of travellers, those who might not usually engage with the traditional charter world.”While the integration of yachting into House of Nine now feels intentional, Ginevra acknowledges it was not part of the original plan. “It actually developed later,” she says. “Initially, my family was primarily interested in the refit aspect, particularly my father, while I focused more on the interiors. But over time, as we saw how beautiful these yachts were, we realised how unknown they still are to many people.”
She notes that the traditional charter model often exists in isolation from the wider hospitality world. “Chartering has always been associated with high-net-worth individuals, but it does not necessarily reflect the service or atmosphere of a five-star hotel. There is often a disconnect between the two.”
Drawing inspiration from Preferred Hotels & Resorts, a global hospitality alliance that includes properties such as Passalacqua in Lake Como, Ginevra and her team began to imagine a more integrated approach. “We applied those standards to our hotel and then thought, why not do the same with our yachts? The idea was to bring them into the same hospitality vision and elevate them beyond the conventional charter framework.”At the heart of House of Nine's offering is a curated itinerary through the Tuscan Archipelago, with a fixed route that includes Elba, Isola del Giglio, Argentario and smaller surrounding islands. For Ginevra, the choice of destinations was as much philosophical as it was geographical.
“There is a perception that Tuscany only includes the familiar spots,” she says. “But the Tuscan Archipelago remains largely unspoiled and still relatively unknown to most international travellers. It is not served by any luxury platform, which means guests who are used to five-star hotels and refined standards simply are not being catered to here.”
Rather than replicate the open-ended model typical of yacht charters, House of Nine offers a fully integrated land and sea itinerary, crafted in-house. “The sea voyage is just one part. We have also designed bespoke land experiences, so the entire journey is curated by us. It allows guests to experience both dimensions of the region, not just the coastline, but the cultural depth of the islands as well,” she explains.
This approach appeals especially to those who may have already explored Florence or the more frequented corners of Tuscany and are seeking something distinct, somewhere luxurious yet off the radar. “A real luxury experience also means avoiding overcrowding,” Ginevra adds.For House of Nine, the goal is to position the Tuscan Archipelago as a refined alternative, a so-called secondary destination with primary appeal. “Think of places that were once overlooked, until certain brands gave them visibility and meaning. That is what we want to do here.”
Another pillar of the concept is redefining the seasonality of yachting. While the traditional charter market peaks during July and August, House of Nine seeks to extend the experience into the shoulder months. “May, June, September, even early October can be fantastic. These months offer better weather, more space and, for some, more accessible pricing,” she says.
Seasonality and overcrowding, she believes, are intrinsically linked. “If we keep pushing the same places at the same time of year, we end up damaging what makes them special. It is something we need to address, not just as operators, but together with travel agents, destination management companies (DMCs) and journalists. Otherwise, even the most beautiful destinations will lose their authenticity. We are the ones who will destroy them.”The House of Nine cruise model offers a rare level of flexibility in the superyacht space, with both cabin-based itineraries and full yacht buyouts available. This is a notable departure from the traditional charter format, which typically requires guests to reserve the entire vessel.
The cabin model allows individuals, couples or small groups to book a single suite aboard a shared superyacht itinerary. It opens up the experience to those who may not wish to charter an entire yacht, while still offering the comfort, service and refinement of a private cruise.“For the cabin model, our main target is couples, honeymooners, or small groups of friends who are looking for something chic, cool and different,” Ginevra explains. “It offers the exclusivity of a superyacht experience without the full cost of private hire."
Families are also welcomed, although certain conditions apply to maintain privacy and service standards across shared areas. “If families are travelling with children under 16, they need to reserve the entire main deck, where the children’s area is located,” she adds. “This ensures a respectful environment for other guests, particularly those staying in the master and VIP suites.”For those seeking a fully private experience, House of Nine offers full yacht buyouts. “The buyout is a different proposition altogether,” Ginevra notes. “It includes everything from transfers and food to water toys, with the exception of individual alcohol preferences.” During the current soft-opening season, prices start from €37,000 for a two-night stay, with a minimum booking of four suites required. Longer stays can also be arranged, subject to availability and seasonal rates.
One of the main challenges, Ginevra explains, was designing the onboard environment to offer a genuine sense of privacy, something she considers essential to the luxury experience.“You spend most of your time outdoors on the yacht, so it was important for us to create different areas where guests could really relax,” she says. “We thought carefully about how to organise the space. For example, we have more sunbeds than guests, so everyone can find their own place without feeling crowded.”
Each suite is also assigned its own outdoor area, helping to ensure that guests are not disturbed by others. “We wanted people to feel they could read, rest or simply enjoy the view without interruption. That sense of personal space really matters.”
She adds that achieving this required careful planning throughout the refit process. “It was not just about design, but about anticipating how people would move and spend their time. Creating that kind of comfort took a lot of thought.”Looking ahead, House of Nine plans to expand its fleet with additional yachts currently undergoing refit, including Electa, which is being refitted at the family’s own yard in Molise. Electa is expected to become available from 2026, with refits for the remaining vessels to follow. As the fleet grows, the brand intends to broaden its itinerary beyond the Tuscan Archipelago, seeking distinctive destinations that a yacht the size of Curiosity can reach more easily than larger vessels.
Published At:
Aug 08, 2025
Credits:
Superyacht Times
