Meet the brothers behind a Dh44m-a-month yacht rental in Dubai

Dubai: Kristan and Julian de Graaf didn’t arrive in Dubai with investors, backing from a multinational group, or a ready-made customer pipeline. What they did bring was discipline, exposure to tourism from a young age, and a willingness to put their entire combined savings at risk.

That commitment now underpins Elite Rentals Dubai, a business generating Dh44 million in monthly revenue and managing more than 50 ultra-luxury yachts — including the first Lamborghini yacht available for charter in the UAE.

Early lessons shaped approach

Kristan, 31, says his early life in Amsterdam shaped how he operates today. “My first job was in a small supermarket when I was very young. I earned Dh13 per hour. This work experience taught me discipline, respect, and the value of consistency.” He later moved into luxury car rentals, where he learned “the high service standards and the essence of true luxury.”

He studied business for a year before leaving because he “wanted to build a real business rather than just learning theory.” He credits his upbringing for keeping him grounded: “My father taught me that money should move and grow. My mother taught me to stay humble and never let money change my values.”

Growing up around tourism also shaped his understanding of hospitality. “Travel was always around us,” he says. “But I was always drawn to the premium side of the experience, the feeling of luxury done right.” To him, true luxury is simple: “It’s not about having money. It’s about making someone feel like they matter, that’s luxury.”

Spotting a dap in luxury market

When the brothers arrived in Dubai, they first entered the luxury car rental segment. A gap became obvious. “Every second person renting a supercar was asking us about yachts,” Kristan says. “But when I looked around, most of the yachts were either overbooked or underwhelming. No one was offering real exclusivity.”

In 2017, they took their biggest step — a Dh183.65 million, fully self-funded investment to launch Elite Rentals Dubai. “People think that’s a lot of money, and it is, but in this market, 10 yachts is still a small fleet. We focused on top quality, not quantity.” Each yacht they purchased cost between Dh18.36 million and Dh36.73 million.

The brothers built their offering around service rather than hardware. “We didn’t advertise yachts. We sold an experience that felt handcrafted,” Kristan explains. To achieve that, they hired experienced captains, engineers, chefs, entertainers, and security staff, and developed detailed service protocols designed for VVIP clients.

Building demand, breaking even

Demand appeared immediately. Within the first week, they secured 17 bookings. Still, profitability took almost a year. “We didn’t build fast. We built it right. Every yacht, every service element, was chosen for a reason. No fluff.”

One of the biggest lessons came from digital strategy. “We were late to digital,” Kristan says. “Paid ads were our crutch. We didn’t think long-term with SEO and content until we had to play catch-up.” That changed with the launch of DubaiYachtBooking.com in 2021.

Their customer profile remains tightly focused. More than 80 per cent of bookings come from repeat or referral clients — travellers seeking privacy, predictability and premium service.

Discipline behind the scenes

Despite their scale, Kristan maintains a disciplined approach to spending. “I grew up hearing the same thing over and over: make your money work. I still live by that.”

Even the Lamborghini yacht, today one of their biggest attractions, was originally a personal purchase. “I didn’t buy it to show off; I bought it because it fit the brand.”

The journey also included setbacks — particularly early hiring mistakes and the late digital pivot. But Kristan credits Dubai’s ecosystem for enabling rapid improvement. “You couldn’t build this anywhere else. Dubai brings the world to you.”

Where the business is headed

Today, the business operates three brands — Elite Rentals Dubai, Lamborghini Yacht Dubai, and Elite Rentals Europe — with expansion plans for Canada and the US. Their focus remains on controlled growth, long-term value, and service consistency.

For many UAE residents, the brothers’ journey offers a practical lesson in disciplined spending, controlled growth, and consistent service. Their success is rooted not in extravagance, but in careful decisions repeated over years — built in a city where ambition and opportunity meet at the water’s edge.