Transforming marinas for a digital future

The need for improved sustainability, greater efficiency and better berthholder experiences are pushing marinas towards digital transformation. But what exactly is a ‘smart marina’ and how do you make that change? Idan Cohen, the founder of Pick A Pier, answers our questions.

What is a smart marina?

The term ‘smart marina’ has been used frequently in recent years, in different contexts. Some understood the term to mean a marina focused on sustainability through technology; others simply thought it described a marina that utilises modern technologies effectively.Recognising the need for clarity, the Smart Marina working group of the ICOMIA Marinas Group (IMG) held a year of discussions and consultations with marina managers, industry leaders, and technology experts to arrive at a widely accepted definition. They’ve determined that a smart marina is one that has undergone a complete digital transformation. It:

• leverages digital platforms and interconnected sensors for data collection, making it easily accessible to boaters and stakeholders alike; 
• optimises its operations and adapts them accordingly through data analysis; 
• is integrated with surrounding services such as local community facilities, government services, and external providers. 
  In its most advanced form, smart marinas can connect with one another to form a living network that offers a broader perspective on boating activity, enabling strategic decision-making. Throughout this digital transformation, strict privacy protection rules must be upheld, much like other aspects of boating operations, including payment information.

What are the ultimate end benefits of digitally transforming a marina – for the operator and the customer?

The benefits are profound and multifaceted.

For operators, a smart marina allows for streamlined operations by generating, analysing, and utilising data to make processes more efficient. This can significantly reduce operational costs and free up staff for more valuable face-to-face service, enhancing the customer experience. Additionally, digital transformation can make the marina more sustainable by reducing its carbon footprint. These efficiencies not only meet the expectations of tech-savvy customers but also align with broader sustainability goals demanded by host communities.

For customers, particularly the new generation of boaters who are highly reliant on technology, a smart marina offers the seamless, transparent, and immediate experience they expect. Gone are the days when sending an email to purchase a service was acceptable. Smart marinas can offer real-time availability, one-click reservations, and instant communication, elevating service quality and making the boating experience more enjoyable and convenient.

We have seen similar transformations in industries like aviation, hospitality, and shipping, where integrated digital systems have revolutionised customer service. Likewise, the digital transformation of marinas will lead to smoother operations and a more personalised, efficient experience for boaters.

What are the driving forces for marinas to invest in becoming smart? 

There are three key interconnected factors: sustainability, digital transformation, and revenue.

Firstly, customer demand plays a significant role. Boaters, especially the new tech-savvy generation, expect marinas to evolve technologically while prioritising sustainability. They want seamless, efficient services that align with their environmental values. This customer pressure creates a strong incentive for marinas to invest in smart technologies. 

Secondly, sustainability is a critical driver. As marinas are inherently linked to nature, recreation, and transportation, they are expected to lead the way in adopting eco-friendly practices. Digital transformation enables marinas to enhance sustainability by optimising the use of resources, such as energy and water, and reducing their carbon footprint. The more efficient a marina becomes, the more it contributes to environmental preservation, which is not only good for the planet but also resonates with the expectations of customers and host communities.

Finally, revenue potential is a key motivator. While the investment in digital transformation may seem substantial upfront, it ultimately leads to long-term financial benefits. By streamlining operations, reducing resource waste, and improving customer service, marinas can increase their profitability. Through higher efficiency you can do more with your existing assets and save costs. By contributing to sustainability efforts, you may also help marinas tap into a new customer base, one that is looking for more sustainable leisure activities. However, this is a long-term journey, especially in a highly fragmented industry, where marinas must navigate challenges such as coordinating across various systems and training staff.

Where do you start?

The first step towards transforming towards a smart marina is to think big—far beyond the scope of just your own marina or marina network. Even if your initial focus is on optimising your own traffic, the real growth potential lies in tapping into new customer sources that are currently beyond your reach. This broader perspective is essential for long-term success.

Next, start with data collection and management. Every digital transformation is built on a foundation of data, which is crucial for leveraging advanced tools like AI and machine learning. However, for these technologies to be truly effective, data collection needs to occur not just within individual marinas but across the entire industry. This requires industry-wide collaboration to standardise language, terms, and protocols—ultimately establishing a communication standard that allows for seamless data exchange.

To set this process in motion, marinas and marina networks need to be open to collaboration beyond their own operations. Sharing data with partners and identifying where that data can create mutual value is key. By fostering this spirit of cooperation, marinas can collectively drive digital transformation and unlock new opportunities for growth and innovation. They can do this, among other things, by working with data and optimisation platforms.

Platforms like Pick a Pier can provide a strong foundation for marinas looking to embark on digital transformation. By offering digital tools that optimise resource management, Pick a Pier not only enables marinas to improve operational efficiency, boost visitor traffic, and enhance sustainability, but also allows for the management and exchange of valuable data across all collaborating marinas. This capacity to share and leverage data can foster alliances and create broader value, helping marinas achieve a level of interconnectedness and strategic insight that is essential for long-term success in a digital-first environment.

Which types of tools and investment are needed to drive digital transformation

To drive digital transformation in marinas, several essential tools and investments are required to address the gaps that currently hinder progress in the recreational boating industry.

As previously mentioned, data collection is a foundational step in this transformation. Beyond that, policy support and financial incentives are key. Policymakers need to recognise that digital transformation benefits the entire industry, not just individual marinas. Governments can play a crucial role by offering financial support or creating incentives that motivate marinas to adopt digital solutions. By aligning these efforts with key drivers – such as improved customer service, return on investment, and sustainability – policy can become a powerful catalyst for change. Governments can also standardise and harmonise certain procedures such as boater licence requirements. This can help with building systems that fit them all rather than having to tailor make it for every country. 

Another critical area of investment is digital literacy and education. As technology advances at a break-neck pace, marina operators are often overwhelmed by the sheer number of tools and value propositions available. Without a deep understanding of how these technologies work and how they can benefit operations, managers may struggle to implement them effectively or risk duplicating efforts. Investing in digital education and training will enable marina staff to navigate this complex landscape with confidence, ensuring that new technologies are adopted in a way that maximises their value without burdening day-to-day operations.

What are the best ways for a marina to transition from more traditional management to a digital first approach?

To transition from traditional management to a digital-first approach, marinas should follow a structured, strategic process.

Assess the Current Situation – Marinas often collect data from various sources—analogue and digital—but these systems may not be connected. It's crucial to identify where the data comes from, how it's stored (cloud or offline), and any gaps in coverage. This assessment forms the foundation for the next steps.

Develop a Strategic Roadmap – After assessing the baseline, marinas should prioritise which processes need to be streamlined and interconnected through digital tools. Rather than relying on a single platform, it may require using multiple specialised tools to meet the industry's current needs. The goal is to ensure that all systems work together efficiently, providing valuable insights without duplication.

Embrace Data Sharing – Although it might seem counterintuitive in a competitive industry, sharing certain data—like boater traffic and demand patterns—can create mutual benefits. By predicting demand and improving operational efficiency, marinas can meet modern customer expectations and optimise services across the board.

What new skills do marina managers and staff need to embrace for digital transformation?

The most critical skill for marina managers and staff is the ability to take proactive action. In a rapidly evolving industry, inaction is the biggest risk. Failing to adopt digital reservations means missing out on business. Not collecting data today will slow down your ability to leverage it for crucial revenue management in the future.

Managers must view technology as an opportunity, not a burden. Change in this traditional industry takes time and effort, but taking the first step is essential to staying competitive and profitable.

This shift in mindset – combined with a willingness to act – is what will drive success in the digital era.

Digital Transformation as a Catalyst for Sustainability at METSTRADE

During the upcoming METSTRADE conference, we will be hosting an event titled 'Digital Transformation as a Catalyst for Sustainability' on 20 November 2024, from 1500-17:00 in the Marina & Yard Pavilion. To join this insightful discussion, please register by emailing louise@icomia.com

About the author

Idan Cohen founded Pick A Pier in 2017 with a mission to create a modern digital infrastructure that helps marinas do more with what they have. His innovative approach enables marinas to optimise existing resources, enhance profitability, and improve operational efficiency. Today, Pick A Pier partners with marinas in over 10 countries, driving sustainable growth and transforming the customer experience in the boating industry.