Superyacht owners’ digital expectations reshape the marina business, says D-Marin

The biggest change in boating over the past five years is not the boats themselves but the customer experience around them.

According to Dean Smith, chief commercial officer at D-Marin: “Superyacht owners expect the same digital fluency, personalisation and sustainability they experience in luxury travel and hospitality . . . and they expect it instantly.”

That shift is changing what owners regard as premium service and is pushing marina operators to invest in digital infrastructure, hospitality services and sustainability initiatives.

Digital tools remove friction

Smith says boating has become “dramatically easier and far more accessible” as digitalisation removes many of the traditional frustrations associated with ownership.

Paperwork, mooring administration and communication with marina teams have become increasingly streamlined, helping owners spend more time on the water and less time managing logistics.

D-Marin is seeking to seeking to maintain a consistent customer experience across the network which now spans multiple countries with a presence in Italy, France, Greece, Malta and Spain and the Gulf region. It offers over 1,000 specialised superyacht resources across its selection of premium marinas.

Digital adoption has been central to that consistency strategy. According to Smith, 93 per cent of D-Marin’s annual berth holders now use the company’s app. The network is also supported by more than 2,500 Smart Pedestals and 10,000 Smart Sensors that provide customers with real-time information and control.

“What’s really improved is the ease with which owners can enjoy their time on the water. With stronger digital tools, higher service levels and a more unified network, boating now feels more seamless and more aligned with the lifestyle today’s owners expect.”

Marinas become hospitality destinations

Changing demographics are also influencing demand.

Smith says a younger and more internationally minded generation of owners is seeking greater flexibility, convenience and immediate access to services.

As a result, marinas are increasingly expected to offer hospitality-led experiences rather than simply providing berthing facilities.

“We’re seeing a clear move toward premium hospitality service, where marinas must feel like five-star resorts rather than functional berthing facilities.”

He says owners increasingly want concierge services, curated experiences, wellness facilities and a seamless experience as they move between destinations.

Sustainability moves from aspiration to expectation

Alongside digitalisation and hospitality, sustainability is becoming a core consideration for both marina operators and customers.

Smith says the industry is moving beyond broad commitments.

“In terms of sustainability, the expectation is no longer that marinas should simply ‘move in the right direction’, it’s that they should demonstrate measurable progress.”

He notes that nearly one-third of new superyacht builds now include hybrid or electric propulsion, increasing demand for marina infrastructure that supports cleaner operations.

Smith believes that regulatory pressure will continue to increase across the sector, but says many practical sustainability measures are already available.

At D-Marin, sustainability initiatives include 5MW of installed solar capacity across its marinas, generating approximately 3GWh of renewable electricity annually. The company also reports removing 74m³ of marine debris last year through clean-up programmes supported by technologies including Jellyfishbot and DPOL.

“The operators who succeed will be those who treat sustainability as a core part of their operating model and invest in solutions that deliver both environmental benefit and a better customer experience,” he concludes.