Editor’s Note: Welcome to the first feature in our new editorial series, Behind the Stay, where we spotlight the untold stories behind the world’s most inspiring luxury hotels and stays.
It’s about the people behind the experiences, their passions, challenges, and what “luxury” truly means to them.
We couldn’t imagine a better place to begin than with Goolets: a family-run luxury yacht charter company born from a backpacking trip, a traditional Turkish gulet, and a vision to create something more intimate and meaningful at sea.
My Journey into Luxury Chartering by Mitja Mirtic
I didn’t grow up dreaming of superyachts or luxury travel. I grew up with curiosity, a deep desire to explore, and a fascination for meaningful and wholesome experiences.
It was on one of those explorations—while backpacking through Asia with my dear wife Alenka—that we stumbled upon gulets along the coast of Turkey.
Gulets are traditional Turkish wooden sailing boats, charmingly authentic and offering a kind of travel experience that immediately stuck with me: peaceful, unhurried, and intimate.
Now, even though gulets primarily served as cargo vessels, they were later adapted for tourism, and nowadays, they are built explicitly for luxury travel.
When we embarked on the first gulet, it was nothing like the hectic sightseeing trips we had done before. On a vessel, you could do everything—and nothing—all at once.
Swim in hidden bays, dine under the stars, explore ancient ruins in the morning, and relax on the deck with a cocktail by the afternoon. The world passed slowly, yet fully.
It was a kind of luxury that felt almost secret. That’s when the idea hit us: What if more people could experience this? Perhaps even in the waters closer to us – Croatia?
We returned home to Slovenia, still in our twenties, with no money, no fleet, and no real business plan. Just a vision.
In 2005, we founded Goolets with a simple mission: create the most authentic form of luxury travel that is within reach (accessible & relatively speaking – affordable) without sacrificing comfort, service, or style.
We started with Turkish gulets, then added luxury yachts as well as superyachts, and slowly built a business rooted in something deeper than just tourism. We were creating floating sanctuaries.
Luxury Is Not a Price Tag
I believe a huge misconception still exists in the world of luxury yachting. When people hear “luxury yacht charter,” their minds often jump straight to giga yachts, helicopters, and price tags with more zeroes than sense.
And while those yachts exist, there’s another version of luxury—a quieter, more soulful version—that’s our focus.
Imagine a handcrafted gulet cruising the Dalmatian coast, where the chef knows your favorite dish, the deckhand remembers your kids’ names, and you fall asleep to the gentle rhythm of the sea in a fully air-conditioned suite.
That’s luxury, too. Besides choosing among the best gulets, you have the option to choose luxury superyachts, which take the experience even further. But at the end of the day, it all depends on the client’s wishes, because the focus is to make their experience bespoke.
Goolets offers a different angle into the world of luxury—one that’s attainable but no less exceptional.
These aren’t budget trips. But they are often far more accessible than people assume, and the level of service, personalization, and care rivals that of any five-star resort with a personal butler.
It really brings that luxurious feeling to a person where they feel like the center of the universe.
From Slovenia to the World—By Way of the Sea
Being based in Slovenia has actually shaped our company in a unique way. We’re not in a coastal capital, and yet we’re just four hours away from some of the most prestigious yacht ports in Croatia.
Over time, we developed strong local partnerships, built a fleet of gulets and luxury yachts, and gradually became a go-to company for those seeking high-end charters in the Adriatic. Eventually, we expanded into Turkey, Greece, the Maldives, and beyond.
One of our proudest moments came from the heartfelt feedback of a family who spent a week aboard one of our luxury charters. Their experience was genuinely priceless.
They shared how this vacation allowed them to reconnect as a family—a precious moment they hadn’t experienced in a long while.
They expressed their amazement at the unique blend of luxury and intimacy, feeling pampered and special yet enjoying meaningful, private time together. Receiving such genuine feedback is truly the aspiration and joy of every business founder.
Today, we operate globally, but still think locally. We have a dedicated team on the ground in Croatia and Turkey, and a support system that extends before and after each charter.
That’s part of what makes our service feel so personal. For us, luxury isn’t just the boat—it’s the emotion of feeling taken care of, even before you’ve stepped on board.
What I’ve Learned
The biggest lesson? Authenticity wins. Every time.
We’ve had our share of growing pains—from the financial crisis 2008 to the complete shutdown of travel during the COVID-19 pandemic.
Each challenge pushed us to rethink and refine. But what never changed was our belief in the experience itself.
When done right, yacht chartering is one of the most complete and joyful forms of travel. It gives you freedom, comfort, and and connection with the sea, your family, and often yourself.
After a week onboard, one guest told me, “This is the first time in years I’ve done absolutely nothing… and yet I’ve never felt so fulfilled.” That’s the moment I work for.
Advice for the Next Generation
If you’re just starting in this or any industry, ask yourself: Why are you doing it? What’s the core feeling or experience you want to create for people?
Luxury is not about showing off. It’s about presence. It’s about someone remembering how you like your coffee. It’s about waking up in a quiet bay with no other boats around. It’s about creating memories that are real, not rehearsed.
If you get that part right, everything else—growth, reputation, even success—tends to follow.
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Mitja Mirtič is the co-founder and CEO of Goolets, a luxury yacht charter company inspired by his first gulet cruise in 2004. What began with no capital and a simple vision has grown into a global business offering over 300 gulets and yachts across top destinations. His focus remains on delivering highly personalized, seamless, and meaningful travel experiences at sea.
