When we wrote about the exodus of longtime Hawaii visitors recently, it sparked much introspection, concern, and comments for those of us in the Hawaii travel community. And one thing that showed us is that you care about Hawaii even if you contemplate taking a pause.
When we use Google data to evaluate traffic on Hawaii keywords around hotels, resorts, and vacation rentals, we note that not as many people are searching for those as was once true. Our takeaway from that is that 1) returning visitors are probably less likely to be in those numbers because they already have favorite places in mind. But 2) if search numbers are down, it likely signifies that new or prospective visitors are not thinking about Hawaii vacations as much as before.
When long-time visitors and BOH community participants, say goodbye to Hawaii, it sheds important light on the evolving landscape of Hawaiian tourism. In spite of obstacles, we’re finding new and enjoyable ways to be in Hawaii tourism, and you may find them too.
Accommodation cost is Hawaii’s #1 visitor problem.
Even for us planning a trip from Kauai to Maui, we are still taken aback by ridiculous hotel and vacation rental rates. Those caused us to at least temporarily make an abrupt change in plans. Instead opting for Honolulu, as many others have, we found accommodation costs, for one, are far more reasonable.
Following hotel and vacation rental prices themselves, our 18% Hawaii hotel/vacation rental taxes are mentioned more than other expenses. Those are followed by food, the proposed visitor tax on arrival, and other trip costs, including Hawaii car rentals.
The #2 is concern about local sentiment towards tourists.
Some have already been disheartened by what they perceive are negative feelings towards visitors and have redirected travel plans to the continental US, Europe, Mexico, and other beautiful destinations. Among some, there is even the belief that there is hostility in Hawaii, which is driving them to destinations offering perhaps a warmer reception.
BOH editors spent last week in Waikiki and found that everything is much the same as before. Visitors are clearly welcome. The only difference we noted was that after 10 pm, Kalakaua Avenue did not seem as busy as years gone by. But people were obviously having a great time. Restaurants and shops were busy, and a cultural event from long ago, the Kodak Hula Show, returned perhaps stronger than ever, at the Waikiki Shell Auditorium. It is now the Kilohana Hula Show and it is still free of all cost. There was a definite feeling of welcome and aloha for all there too.
Real and imagined decline in aloha, plus high costs, send visitors to seek refuge in alternatives.
For some, including Japanese and Canadian visitors, there are other issues at play beyond what is in the front of mainland residents’ minds. That may cause them to pause, and many are taking their own domestic vacations rather than venturing trans-Pacific to Hawaii.
Regular commenter Sandi echoes concerns about everything. She called out inflated rates, dwindling hospitality, and governmental uncertainty, eroding her once-strong, multi-decade affinity for Hawaii. Many others shared similar sentiments, opting for alternative locales after feeling unwelcome.
Jay and Clint emphasize Hawaii’s affordability challenges, with escalating expenses deterring their normal return visits. John and others balk at exorbitant hotel rates, questioning the value proposition of Hawaiian vacations.
The declining trend in Maui search interest is tell-tale.
In looking to Google to see what visitors are looking for, we found that searches for Maui resorts (a key search term), for example, have long been in decline. That, while interest in Oahu resorts shows a much more engaged potential.
Add to that inconsistent messaging from Hawaii and its marketing partners.
As these departures signal a shift in tourist preferences, readers reflect on Hawaii’s inconsistent messaging and fluctuating appeal. That includes Hawaii’s preference for European and Japanese visitors compared with those from the US, and the use of odd marketing terms like wanting “mindful visitors.”
Despite the turmoil, some readers, like Johannes, remain steadfast in their commitment to Hawaii, nonetheless highlighting the need for cohesive communication and strategic tourism initiatives.
Here’s what you said that resonated with others
Debbie: We have been going to Hawaii… for the last 18 years. It was the first time we weren’t already planning our trip to come back. Some of the restaurants were three times the cost as they were before the pandemic. I love Hawaii but the Caribbean is a lot closer… and cheaper. It makes me sad.
Gary: We’ve been to Hawaii 37 times… We’ve watched as prices have crept up and up. Our last trip in December was perhaps our last trip over there. Prices… jumped up to a ridiculous level (with) high prices for a condo, rental car & $20/hr parking. Upscale prices for very average restaurants. There are other nice places to vacation, like Cook Islands, Tahiti, New Zealand, Australia etc. where prices are still reasonable. Sorry Hawaii.
Alexander: Hawaii was always our go to vacation destination for the past 25 years. We averaged 2-3 times a year with our kids, family members, friends, and now our grandkids. Unfortunately, (2023) was our Last visit. We recently fell in love with Costa Rica, beautiful beaches, reasonable priced hotels (even the 4 and 5 star resorts) warm water, and most of all…….very welcoming people. Since we are beach people, we are going to explore some of the less crowded Caribbean islands sad.
Dee: Future trips we will go to the French Polynesians, New Zealand instead where the beaches are more beautiful and people are friendly. With the same cost of Hawaii we could visit Italy, Greece and Austria in the same vacation.
Mike: We’ve been going to Hawaii for years. Have no intention of returning. The voices heard from Hawaii residents have been heard loud and clear and they’re saying “stay away.”
You can read 350 more comments in the recent article, Longtime Hawaii Visitors Bid Farewell.
Here’s what we’re doing differently.
We are opting out of Maui for now. Sad but true. We keep wanting to return there again to report on the ground about changes there. But the cost of accommodations is through the roof. $400+ for places that we know, dislike and wouldn’t want to stay at, period. $700+ for reasonable (not luxury) accommodations. And well north of $1,000 night for anything really nice.
We’re choosing far more reasonably priced Oahu instead. In addition to room rates that, in our own experiences are 1/3 to 1/2 of what we would need to spend on Maui, other expenses are lower across the board. Those include restaurants, of which you’ll find the best quality and greatest variety in Honolulu.
Now it’s up to you. Will you find ways to return to Hawaii, or are you moving on for now?
BOH photo at Waikiki Beach, February 2024.
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Inflated prices ,dwindling hospitality, you nailed it ! Joe
We love Maui and have been going there for years. We just returned a couple of weeks ago and are debating if we will visit there again. Rental prices and restaurant prices have really gotten out of hand. I get that its an island and prices are higher, but they have increased so much that I feel like I am being cheated. It’s sad, but I think we will look for another vacation spot.
I will visit family on Maui again, as I don’t have to rent a place to stay or rent a car, and I would visit Honolulu again if I could find reasonably prices flights and accommodations, but I doubt that I will ever voluntarily fill out a Hawaii tourism survey again due to the negative impacts of being preached at about the need for tourists to be “mindful”, wealthy, and preferably Japanese or Canadian and not American.
What seems to get lost in the all the hand wringing, and hurt feelings is the fact that hotel rates reflect continued growing demand. While some long time visitors are feeling the pinch and getting priced out, there seems to be no end in sight of people wanting to visit despite the high prices. Airlines continue to meet the growing demand with even more flights.
It’s no picnic for those of us who live here finding the same rising prices. What nobody seems to care about are Hawaiians priced out of their own homeland. For those of you complaining, what becomes of Hawaii once there are no more Hawaiians?
The Hawaiians were replaced a long time ago by Asians, tongans, and lot of other hard working people’s. The economy has been built by them. Already making the Hawaiians irrelevant. It happens everywhere.
I’m a long time visitor to Hawaii. Hawaii just keeps making it harder and harder to want to return. Aloha is dying out. Hawaii will regret it. Plenty of nice places to spend less money in this world where people welcome you. Good luck.
My wife and I visit often to all the islands. Our son and daughter in law went to college there. We travel to see our grandchildren. Our trip in March 2024 will be our 23rd. While we do don’t see a huge increase in restaurant prices as compared to the mainland we do see lodging prices going through the roof. The same condo on Napili that we rented for $1900 is now $4000+ for the same amount of days. I rented a full size Jeep for $65 a day and now it has more than doubled. As far as hospitality, it feels about the same it did a few years ago…the majority of locals are very welcoming but you have a few that spoil that image. I will say however that I have been surprised by the trash around Hilo businesses downtown including syringes.
We have also been going to Maui for the past 25 years. Our hotel has skyrocketed from U.S 350.00 a night to $700.00. No kitchenette…450 sq meters…20.00 parking and 50.00 Cabana rental. We are going to the Grand Cayman this year! No Alohas from us!
Jeff & Rob, you have crystalized the current persona of Hawaii tourism. I have been an ardent defender of post-fire Maui and even called out opinions that I felt were unfair. But after our recent hands-on visit (which was deeply emotional) we have decided to pass on returning to Hawaii for the first time in decades. For all the reasons you list: Cost, sentiment, mood, lack of aloha (I’ll add victimhood) we’ll give it a rest. And you read our minds – when it’s time, we’ll look at Oahu, exactly where we fell in love with Hawaii over 40 years ago. Meanwhile, time to explore other ports of call. (But never leave BOH)
Hi Maleko.
We’ll alyways look forward to welcoming you back! Thank you.
Aloha.
I have only been to Hawaii twice, the latest trip was 3 weeks ago.
My return was because of a “pull” toward the Islands that I cannot explain. My (almost grown) kids feel the same. Despite all the
controversy surrounding tourism, escalating costs, etc., my deep
appreciation for the culture & beauty of each Island makes me
want to go back. No other destination could ever offer the true
Aloha that is very much alive & strong in Hawaii. The “mana” of the land is irreplaceable.
Great article Guys. I didn’t see any decrease in activity in Waikiki when I was there last month either.
Thanks!
Hi Jay.
Thanks. It sounds like you had a good time there as well.
Aloha.
I’m of two minds here. One talks about the enduring beauty of all the islands, that I’ve never tired of over 40 years of trips. The other however, talks of the legislative kleptocracy that seems to see visitors as nothing more than horseshoe crabs to be bled out.
So far beauty has won out, but I think more and more about shifting away from what was once multiple trips a year (when I lived on the west coast). We’re already down to every other year to match my timeshares which thankfully limit exposure to rental cost increases.
The real state- and county-level tax and fee increases are what I really object to. Rats. Ran out of character room…
Interesting article. I find it curious that you took a major dump on Maui, essentially telling folks not to go there. Instead, steering folks to Oahu (Waikiki and Honolulu). The cynical part me thinks you’ve been bought off to steer folks away from the other islands to Oahu. When we go to Hawaii, we go for relaxation and avoid the crowds. Waikiki and Honolulu don’t meet that criteria for us. We enjoy the Big Island and have going there for years. Sadly, our up coming spring trip will probably be our last. We love the staff where we stay, but the actions of a few and the Government taxation and fees are too much to overcome.
We have visited Kauai at least once a year for over 30 years, other than the year after Iniki and during covid. We’ve visited all of the other islands many times as well, but we’re choosing other destinations even though we own weeks of timeshare in Kauai. The costs to go for a two week vacation are astronomical and keep getting higher. We love the islands but they obviously don’t love us.
Going soon. Taxes certainly played a part in our planning, opting for no “packaged” stays because of the extra taxes applied. Overall cost seems the same as in years past for Oahu — flights were same or lower, hotels same in general after some deal finding effort. Restaurants we shall see… but I am always happy eating out of a paper plate, so, I suspect it will be fine.
Thank you for the article. We are from Arizona, wife & I have been gong to Hawaii for the last few years, spending huge money, paying the taxes & fees, supporting small local businesses, growers farmers, the locals, all while making us small, discreet, respective, supporting & incorporating Hawaiian culture, not intrusive, trying not to act like tourists. In January, we were again in Kauai for 2 weeks, planning to buy a place of our own for retirement & enjoyment, considering hiring some locals to refurbish potential properties, buy from local vendors… and now from all the news & happenings, we are putting a hold on it, and for the first time in years, considering now other locations feeling targeted that we are not wanted nor welcomed.
The most “hated” thing you can do and visit and buy something. “Don’t forget to go home” is a popular bumper sticker, and not just in Hawaii.
Separately, the tradesman on Kauai are busy-expense. Not easy to find anyone good with availability. We are replacing all the corroded-rusted out joist hangers under our home with stainless steel (house is 13.5 feet off the ground). Was finally able to get it done by hiring a local carpenter we already knew from other activities and who had a break in a job (and is being nice), and he still is expensive.
Those are some sad thoughts.
We’ve been to Hawaii twice (Oahu both times), having found some reasonably priced package deals on a travel site. We knew Hawaii is an expensive destination, with the distance from the mainland driving the higher prices, & we budgeted accordingly. But we found the place quite charming, & the people we met there were very friendly & welcoming.
There are many other destinations on our wish list, but we relished the chance to punch this ticket & I hope we can take another trip in the indeterminate future.
After deciding not to visit Hawaii until 2026, a friend talked me into going on Feb 6th. We stayed 10 days (Hale Koa) and while I was looking for those “mean locals”, I couldn’t find any. Besides prices being higher, I found the locals to be as warm and friendly as ever. So much so, we are taking our adult kids & spouses back in Dec for Christmas. Still not happy with the cost of rental cars, but hopefully by the end of the year prices will come down.
Not sure how many more times we will come back with all the pending new fees and taxes, but until it gets too much, we’ll be there, just not as often.
Thanks for the article saying goodbye to Hawaii.
Sadly I know that the department of (anti) tourism is a big part of the problem. We have Ohana that we can’t afford to visit because Josh Green wants to limit families traveling. Josh Green labeled us as “low end visitors” because with children we can’t afford hotels and he wants to reduce the less expensive options for families and increase hotel prices. We have to ask our Ohana to fly to the mainland to visit us now. The government tax of 18% is just too much. The bad vibes from the government asking for high end tourists only was the icing on the cake.
We are saying goodbye to Hawaii. The grounded 737, which we had booked way back in August, was the final straw. I was shocked at how much it cost for a condo type room, and car rental for 2 weeks! But, we leave loved Hawaii for 50 years, so many memories, even had 3 trips with my folks, long ago. They are both gone, now.
I have had bad reports from friends that have ventured over from Washington State. They aren’t ever returning.
I’m not saying Never,but I am returning to the BVI, beautiful beaches and way friendly locals! And affordable! Stupid not to go there! We know the islands , can’t wait to be there in 3 weeks.
So, Dear Hawaii, get your *** together! Be nice! Perhaps one day, we shall say Aloha.
Warm Regards,
Susan