In late June 2025, Storable hosted Marina Momentum: The Business of Boating & What’s Next, where Storable Marine’s Brent Wierson, VP of Sales and Service and industry expert Andrew Cantor, Senior VP of Colliers broke down how operators are navigating 2025 so far-and what’s still ahead.
During the webinar, we asked attendees to weigh in on their biggest challenges, areas of investment, and overall confidence heading into peak season. Marina and rental operators responded, giving us a real time pulse check on what matters most this summer.
Let’s break down the results with actionable insights and what you should be thinking about heading into summer and beyond.
Q: What are the top challenges you’re facing this season?
Poll result:
- 42% – Filling slips or booking out rentals
- 21% – Increasing on-site revenue
- 15% – Reducing day-to-day operational workload
- 12% – Converting inquiries into actual reservations
- 9% – Managing late or missed payment
What it means → Operators are still working to fill slips and maximize rentals, often up against market saturation or manual processes that slow them down. Diversifying revenue and reducing operational friction are top priorities.
Boat rentals and boat clubs are more than just revenue drivers-they’re powerful gateways into the boating lifestyle. When new customers experience how enjoyable and accessible boating can be, many go on to purchase a boat of their own, ultimately increasing demand for slip storage and long-term occupancy.
What you can do → Lean into other revenue streams like fuel, retail, service, boat rentals or boat clubs to maximize each customer visit, and reduce workload and late payments with automation tools that simplify daily operations and make it easy for customers to pay.
Q: What do you think today’s boaters want most?
Poll result:
- 64% said convenience
- 14% said affordability
- 9% said time with family and friends
- 5% said access
What it means→ Today’s boaters prioritize convenience above all else, meaning operators should focus on making every interaction-like booking, payments, and access-as simple and seamless as possible. While affordability and creating great experiences with family and friends still matter, the marinas that remove friction and save customers time will stand out and drive loyalty.
“Most operators feel like boaters want everything to be easy. That means just showing up and being able to get on the water quickly.” – Andrew Cantor, Senior VP, Colliers
What you can do→ Focus on delivering maximum convenience at every touchpoint-from seamless online booking and contactless payments to quick, hassle-free access. Streamlining these processes will reduce friction, save your customers time, and build loyalty, helping your marina stand out in a competitive market.
Q: Where are you planning to invest more this summer?
Poll result:
- 41% said digital ads and social media marketing
- 18% said automation and operational technology
- 18% said hiring and training
- 12% said CRM tools
- 11% said website and online booking improvements
What it means → Customer expectations are constantly evolving-and while the majority of operators are investing in driving demand, creating a seamless customer experience from first touch point to last is what the next generation of boaters want.
“If you went back ten or fifteen years ago, the big thing people would talk about at conferences was clean restrooms. But now that’s a given, so there there’s other things that people are expecting when they go to a marina. People, especially young people, wanna feel special when they show up at the marina and they also want they don’t wanna be hassled with a bunch of paperwork. They’d rather take care of all that before they get there.” – Andrew Cantor, Senior VP, Colliers
What you can do→ Delivering a frictionless, elevated experience can help attract and retain loyal boat owners and renters for years to come. Personalization, efficiency, and the ability to handle everything online prior to arrival is key.
Q: How confident are you in meeting your occupancy goals this summer?
Poll result:
- 18% said very confident
- 37% said somewhat confident
- 44% said not sure yet
What it means→ With only 18% of marina operators feeling very confident about meeting their occupancy goals and nearly half unsure, it’s clear that uncertainty is still a major factor in the industry-likely driven by shifting consumer behavior, economic headwinds, or increased competition.
What you can do→ To boost confidence and bookings, operators should double down on data-driven marketing, invest in flexible rental options like boat clubs, and streamline the customer journey to convert interest into repeat business. The more visibility you have into demand and performance, the easier it becomes to adapt and grow.
Looking Ahead: What to Expect for the Rest of 2025
If there’s one theme to take away from this year’s pulse check, it’s this: convenience is the new currency.
Whether you’re leveling up your digital presence, automating operations, or enhancing the customer experience, the marinas that save time and simplify interactions will stay ahead.
And while occupancy confidence may still be uncertain, one thing is clear: staying adaptable, data savvy, and customer-focused is the best way to fill slips, delight boaters, and grow in 2025.
Want the full picture? Watch the full webinar on demand to hear how operators are adapting and thriving in real time.
Stay tuned for more updates and insights from Storable Marine as we head into the second half of the year.
