Today’s boaters aren’t just looking for a place to dock—they’re looking for experiences, convenience, and a seamless connection to the water. In our recent Marine Hospitality Consumer Insights Report 2025, we surveyed over 1,000 outdoor enthusiasts, and the results point to five major shifts in customer expectations.
Here’s what marina operators should be paying attention to going into 2026:
1: Rentals Are Rewriting the Guest Experience
Daily and hourly rentals have moved to the center of the boating experience, especially for younger generations. These short-term rentals are often a guest’s gateway into the boating world—and it’s changing how operators think about fleets, pricing, and marketing.
In fact, 1 in 5 outdoor enthusiasts planned to rent a boat in Summer 2025, with Gen Z showing the strongest intent. However, Gen Z renters also lead longer rentals as well, as they are twice as likely to book multi-day trips compared to the average boater. This data exhibits that it’s not just about quick outings—it’s about creating memories that last an entire weekend.
2: Overnight Experiences Gain Momentum
Floating hotels aren’t a niche anymore. Houseboats and yacht stays are quickly becoming a luxury alternative to waterfront hotels. Over a quarter of Gen Z of Millennials said they planned to book floating accommodations this year, which means demand is on the rise! Uncover those consumer demographic statistics here.
For marinas, this represents an untapped opportunity. Offering overnight or premium stays doesn’t just diversify revenue—it creates Instagram-worthy, high-margin experiences that keep younger travelers coming back.
3: Technology Is Now a Baseline Expectation
Mobile booking, digital check-ins, and text updates used to be “nice to have.” Today, they’re non-negotiable.
The majority of Gen Z and Millennials now expect to book services online. But booking preferences aren’t the only thing that’s changing. Can you guess how many prefer SMS updates over other communication methods? You can find the answer and the full-scope audience data in our free report.
From fast Wi-Fi to digital waivers, marinas must deliver convenience at every stop (or risk losing the next generation of boaters to competitors who do). The ole’ pen-and-paper method had its charm… but Gen z ain’t buyin’ it.
4: The Basics Still Carry the Most Weight
Even with innovation reshaping the industry, customers’ tried-and-true values still remain the same. When choosing a marina, boaters rank their top priorities as:
- Convenience
- Clean facilities
- Security
Guests want spotless bathrooms, streamlined parking, easy fueling, and confidence that their vessels are secure and protected. These basics don’t just impact satisfaction—they drive reviews, retention, and pricing power.
5: Loyalty is the Biggest Untapped Opportunity
A boater’s loyalty is stronger than many operators realize. Our reporting found that the vast majority of watercraft renters will return to the same property. Unlock those exact numbers here.
The real opportunity? Converting one-time returners into repeat loyalists. With targeted campaigns, personalized offers, and thoughtful follow-ups, marinas can turn satisfied guests into long-term revenue streams.
Where Do We Go From Here?
The marina industry is evolving fast, but it’s still rooted in fundamentals. By combining timeless values like cleanliness and security with modern expectations like digital booking and premium experiences, operators can unlock sustainable growth well into 2026 and beyond.
For a deeper look at the data behind these trends—and practical steps to act on them—download the full Marine Hospitality Consumer Insights Report 2025.
