The big summer trip is getting harder to pull off. What families are doing instead.

The big summer trip is getting harder to pull off, and families are turning to water-based options closer to home. According to the National Marine Manufacturers Association, about 85 million Americans spend time on the water each year. A Discover Boating survey finds 85% of current boat owners say their fondest childhood memories involved being on the water, with nearly half recalling those experiences before age 13. Costs of traditional vacations are rising, making a week at an all-inclusive resort for a family of four run about $5,000 to $8,000; boat rentals run around $75 per hour, entry-level financing costs a few hundred dollars per month, and boat club memberships typically $150 to $375 monthly after an initiation fee. The appeal is as much about unplugging as nostalgia, and the blue-water wellness concept known as “Blue Mind” adds to the lure of repeated, flexible summer outings. The survey shows 45% of prospective buyers would rent or charter before purchasing, with 49% planning to own within two years and 46% eyeing boats under $50,000. The fieldwork was conducted Aug. 22–Sept. 12, 2025, incorporating 500 current boat owners and 500 prospective owners.