The big summer trip is getting harder to pull off. What families are doing instead.
Ask most Americans about their favorite summer memory, and water shows up somewhere - a lake at dusk, a boat rocking gently, quiet mornings with nowhere else to be. For a lot of them, that feeling has been easier to remember than recreate.
As travel costs climb and traditional vacations feel increasingly complicated, the appeal of something closer to home has grown. Each year, 85 million Americans find it on the water, according to the National Marine Manufacturers Association (NMMA).
Part of boating's appeal is rooted in nostalgia and connection. Many people are drawn to the kinds of unplugged experiences tied to childhood - time outdoors, shared adventures and uninterrupted moments together. According to a Discover Boating survey, 85% of current boat owners say their fondest childhood memories involved being on the water, with nearly half recalling those experiences before age 13.
The costs look different when stacked against a traditional vacation. According to NMMA, a week at an all-inclusive resort for a family of four runs around $5,000 to $8,000. Boat rentals run around $75 per hour, entry-level boat financing costs a few hundred dollars a month and boat club memberships offer access to multiple boats for a monthly fee, typically $150 to $375 after a one-time initiation fee. Many families are discovering that boating can offer multiple smaller vacations throughout the summer at a comparable cost.
Those lower-commitment options are more than just a budgeting tool - they are a first step into the lifestyle. According to the survey, 45% of prospective boat buyers expressed interest in renting or chartering before committing to a purchase, while interest in boat clubs and fractional ownership also remained high. The survey further found that 49% plan to own within two years, and 46% are focused on boats priced under $50,000.
For Americans deciding how to spend their time this summer, that flexibility may be part of boating's growing appeal. It offers something many vacations promise but do not always deliver: the ability to truly disconnect and be present - not just once a year, but repeatedly throughout the season.
The pull toward the water may be deeper than nostalgia. Research shows there's a connection between water and well-being - the sight and sound of water can help people feel calmer, lower stress and support overall wellness. The concept of "Blue Mind" describes the mild meditative state associated with being near, in, on or under water. For families looking to unplug, boating offers a way to step away from screens, slow down and recharge.
Methodology
The quantitative survey was fielded Aug. 22, 2025 through Sept. 12, 2025. It included 500 boat owners and 500 prospective owners. Boat owners are defined as those who own (or used to own) a boat and consider their primary vessel a motorized/power boat or sailboat. Prospective owners are defined as 50% or more likely to purchase a motorized/power boat or sailboat in the future and not a current or lapsed owner. Note: All insights collected reflect opinions of surveyed boat owners and prospective owners only.
This story was produced by Discover Boating and reviewed and distributed by Stacker.
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This story was originally published June 12, 2026 at 10:00 AM.