MDL Marinas partners with Pick a Pier to launch industry-wide programme

MDL Marinas, one of Europe’s largest marina groups, is developing a pilot programme with Pick a Pier aimed at increasing berth utilisation across independent marinas.

The pilot scheme invites independent marinas to collaborate on a shared programme that aims to improve occupancy rates, attract new customers and foster deeper engagement across the boating community.

The industry-wide programme is due to launch in the upcoming 2025 sailing season and aims to ‘unite the marina industry, create new opportunities for stakeholders and enhance the customer experience’ through a loyalty network for visitor berthing.

The pilot builds on the strengths of MDL’s Otium loyalty scheme, which includes the Pass-Ports Escales package offering customers free visitor nights at over 140 European marinas, and Pick a Pier’s Sail Club providing reciprocal loyalty benefits to marina users. 

£7m investment for MDL Marinas across UK 18 January 2024

By joining the scheme, members will be able to redeem points on visitor berthing across an expanded network of marinas, creating a seamless and unified loyalty experience.

The pilot programme is designed to offer a host of benefits to participating marinas, including:

• Enhanced berth utilisation: Improve occupancy rates by connecting with a wider network of boaters and offering greater incentives for marina visits.
• Reciprocal loyalty integration: Members of MDL’s Otium, Pick a Pier’s Sail Club and new partners can redeem points across multiple marinas, creating a more rewarding experience for customers.
• Transparent transactions: Simplified pricing and point exchanges ensure clear and fair participation for all involved.
• Increased collaboration: Join a network of over 140 marinas already leveraging Pick a Pier’s digital platform to connect with global loyalty programmes like TransEurope Marinas and Blue Flag Marinas.

“This pilot programme is a call to action for marinas to come together and explore a new way of engaging customers,” says Tim Mayer, MDL’s sales and marketing director. 

“By leveraging our Otium programme and Pick a Pier’s innovative platform, we can create a truly connected industry that benefits everyone. We’re excited to work with like-minded stakeholders to shape this initiative for the future.”

Pick a Pier’s digital platform provides participating marinas with a seamless digital gateway to integrate with multiple loyalty networks. This technology not only enhances customer experience but also promotes a more sustainable and collaborative marine industry.

“We are proud to partner with MDL Marinas to bring this visionary programme to life,” says Idan Cohen, co-founder and CEO of Pick a Pier. “Our shared values of innovation, sustainability and collaboration make this an exciting opportunity to reshape the boating industry. By working together, we create a network that benefits marinas and boaters alike.”

Be part of the change

MDL Marinas and Pick a Pier are calling on marina operators to join the conversation.

Marinas interested in joining the Pick a Pier programme should email the team for more information.