There's pretty much a marketplace for anything nowadays. So, it was only a matter of time before the world of the super-rich was targeted with startups offering Uber-style services for private jets and yachts.
But while yachts and private planes might be in the realm of the 1 percent, companies in the space are promising their services will make hiring these luxury forms of transport cheaper and easier.
"If you think about the hotel industry before the internet, you would have to go through travel guides or Yellow Pages then call them up. Then booking.com came around and provided an aggregator for all the hotels," Livio Quintavalle, chief operating officer of Marinanow, told CNBC by phone ahead of the Web Summit tech conference in Dublin, where the company will be on show.
"So we said why don't we do the same thing for booking spaces for boats in marinas."
Marinanow is an Italian company founded in 2012 by three people who used to work in a marina. They saw the difficulty of booking a berth in a marina and launched this service to simplify it. The company is also branching out into offering yachts and other boats for hire.