Boaters today seek more than a place to tie off when they pull up to a marina. They want hospitality-driven, low-friction experiences that resemble resorts and country clubs. It’ s about a lot more than having gas pumps and ice to fill a cooler.
To get a full picture of what’ s driving the marina space today, Boating Industry spoke with the Association of Marina Industries( AMI), a marina management software provider and marina operators.
“ Boaters increasingly want marinas to function as community-oriented destinations with seamless digital tools, on-property experiences and multiple pathways into boating,” said Bryan Redmond, co-founder and CEO of Suntex Marinas. evolving ations inas
Rising hospitality standards
To keep boaters engaged and satisfied, marina operators are putting a stronger emphasis on hospitality.
Rick Chapman, chair of the AMI, entered the marine business in 2005 after a career in hotel management. While he knew little about boating, he quickly realized his background in hospitality made him a perfect fit for marina operations, and he managed Sunnyside Marina in Minnesota for nearly 20 years.
“ It 100 % all comes back to customer service,” he explained. While he managed the marina, he continuously refined customer touchpoints, from launching a portable pump-out service to walking the docks on Sundays( when the office was closed), to learning preferred communication methods and giving customers more control over when their boat would be launched or hauled.
Redmond also noted that marina operations increasingly mirror the hospitality industry. Suntex operates over 90 marinas with the goal of creating welcoming, service-driven destinations that offer more than just boat storage.
“ Scale in the marina sector tends to improve consistency, capital capability and partnership opportunities,” Redmond added.“ Independents excel at local knowledge and personal relationships, while larger groups bring standardized training, best-practice rigor and hospitality programs that elevate the guest experience. Our focus remains on preserving local authenticity while delivering a hospitality-driven,‘ third place’ environment across the network.”
Suntex is also focused on creating entry points for new boaters through its Circle of Boating model, which features boat club and rental programs.
“ By giving first-time boaters simple, guided access points and the ability to progress naturally through the experience funnel, these programs help expand participation in boating and create long-term, engaged customers,” Redmond explained. www. boatingindustry. com november / december 2025
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