When Denison Yachting partnered with Magellan Jets, part of the idea was to introduce each company's clients to the other company's way of traveling the world. But as the Denison team started to explain yacht-charter base rates and additional expenses to jet customers, there were a lot of confused expressions.
"If you didn't know that's how it works, it's sometimes a hard sell to explain to someone," says Ben Farnborough, chief operating officer at Denison. "Actually, it's not $150,000 a week. It's $150,000 a week plus the APA. 'What's the APA?' Well, it could be another 35 percent on the top. 'Why don't you include that in the price so we know what we're paying?'"