The latest report on summer travel plans shows Hawaii cities once again leading the way. It’s much like after Covid, albeit largely for different reasons.
According to 2025 booking data, Honolulu and Kahului have returned to the top five most popular domestic destinations for American travelers. At first glance, that might sound like a resurgence—a win. But beneath the surface, the picture is murkier.
This isn’t post-COVID. The rush back to Hawaii is happening in a very different environment, where prices are far higher, expectations are shifting fast, and more travelers are already arriving with mixed feelings. So why is Hawaii suddenly seeing a dramatic rebound in forward summer bookings? And does that actually reflect enduring popularity, or something else entirely?
Returning out of habit, not enthusiasm.
What’s driving this summer surge might be more inertia than inspiration. Hawaii still occupies a fixed spot in the mental health vacation calendar for many travelers. The perfect beach escape. A bucket-list milestone, even if not the first time. And a go-to summer fallback when other options feel overwhelming or international plans fall through.
In other words, the Hawaii brand is doing a lot of heavy lifting—sometimes, it’s even more than the experience itself can match today.
A growing number of visitors are arriving only to find that the version of Hawaii they remember from before isn’t quite what greets them now. They still come. They still book, and apparently now in flocks. But the magic isn’t automatic anymore. And increasingly, the feedback we see at Beat of Hawaii reflects some disconnect.
Visitors are spending more—and getting less.
At the heart of the tension is a value mismatch. Over the past year, hotel rates in Hawaii have repeatedly set U.S. records. Taxes, resort fees, parking costs, and restaurant bills have all climbed. Flights, once the most volatile part of a Hawaii trip, are now, in many cases, the most predictable expense.
We’ve tracked it closely:
Hawaii Trips Got Pricier and Green Fee Is Just the Start.
Hawaii Visitors May Soon Face More Than Just Hotel Taxes.
Many readers now say they feel nickel-and-dimed. That creeping sense of being charged more while receiving less service, warmth, and reliability is starting to shift how people talk about Hawaii. But it hasn’t fully stopped them from booking—not this summer, not yet.
The Maui wildcard.
Maui adds another layer. Post-fire sentiment and travel messaging have been all over the map—discouraging visitors, then pleading for them to return, and now offering continued conflicting cues depending on which part of the island you’re in and who you ask.
Even so, Kahului has clawed its way back into the top five destinations nationwide for summer travel. Some may see that as proof that tourists are ready to offer more support for the island. Others may view it as the result of deep confusion, but either way, it underscores a hard truth: Hawaii’s booking trends don’t always reflect how people feel about coming here.
A reader, Eric, recently posted: “We just arrived on Maui yesterday… the locals I’ve encountered so far have been absolutely lovely. I know from following local Maui news that many hate/resent tourists, but that hasn’t been my experience (yet).”
We’ve covered this tension extensively:
Before Your Next Maui Trip, Read This Warning.
Maui’s Tourism Crisis Exposes Hawaii’s Brutal Catch-22.
Hawaii still leads in many ways, while the competition is changing.
Another underreported factor? The destinations Hawaii is now competing against look different. Summer travel is shifting. Big U.S. cities like Seattle, Boston, and Anchorage are drawing more seasonal interest. So are mainland national parks and international options, from Portugal to Japan.
Yet Hawaii remains sticky. It easily wins on brand recognition, romanticized memory, and a promise that, even if no longer fully met in the same ways as before, still draws millions of repeat visitors who hope this trip might feel like the ones that came before.
Is the gap between Hawaii’s image and experience growing?
The problem is that, according to many, the gap is becoming harder to ignore. Reader sentiment has become more complex and polarized. Some still find the magic. Others say they feel like intruders, resented or ignored. More than a few have told us that while they’re coming back this summer, they’re not sure they will again after that.
That’s a very different kind of loyalty than Hawaii tourism has long relied on. It’s far more transactional, skeptical, and vocal about disappointment. That kind of visitor still books, but they also comment, review, and post. They shape other visitors’ perceptions.
What will it take to sustain the summer 2025 rebound?
The surge in summer bookings could mark a real rebound—or it could just be a final reflex before travelers begin looking elsewhere. Either way, Hawaii’s current popularity masks deeper questions. Those include:
Are they booking Hawaii because it still delivers—or because it’s familiar?
There’s still some time to figure out the answers. However, for Hawaii to remain more than a default choice for summer 2025, its visitor experience has to evolve. That means more than just adding fees or building bigger hotels. It means clarity, care, infrastructure, and a commitment to what made Hawaii different in the first place.
Bottom line for summer travelers.
If you’re visiting Hawaii this summer, you’re certainly not going to be alone. But this may not be the same Hawaii you remember—or the one you imagined.
And for those watching from the sidelines, wondering if Hawaii still delivers on its promise? That story is still being written—with every booking, every return visit, and every comment from travelers just like you.
We invite your comments on visiting Hawaii. Aloha!
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I just did my umpteenth annual trip to Honolulu in late April.
The waitress at Duke’s comped my Hula Pie for no specific reason, and Eggs and Things gave me the Kamaaina discount with no questions asked. Some receptionists remembered me from previous trips.
Of course, some of my meals were as high as $200 after tips and tax. A lot of restaurants are shutting down at 9PM, so if you come in for an after sunset meal, most of the restaurant starts clearing out before you finish your meal. It used to be restaurants were lively up until 10PM or so.
I thought Waikiki was more subdued after 9PM or so, whereas it used to be lively until 11PM, when the stores closed.
So it is much different than it used to be, but that happened after economic downturns in the past. It might be a long time before things come back to what they used to be, if at all.
Good response, Dorothy.
Some people are bitter, for whatever personal reasons.
So many of us are blessed to call the Hawai’ian Islands “home”.
Could be instead of mainlanders saying “Aloha”, the Islands said “Aloha” to them.
Proud 96815 address.
Aloha,
Sharon
🌺 🌺 🌺
I’ve been reading that many other countries are rejecting tourism now. I guess it’s not isolated. Still, Hawaii is a special place. Bring your smile and friendliness and you will receive the same. America is great but has never realized the dream of equality. Hawaii is the World’s best example of equality and is the best place to learn it. We are all equals here and that is what makes Hawaii so special. Yes, we’ve got tons of problems too, but most people recognize that we have something special here, and that’s why they keep returning.
Stan, you’re 100% absolutely correct with regards to Hawaii being “the dream of equality”. I’ve traveled throughout the entire world and have never felt so excepted for “me” other than in Hawaii. Most Islanders are welcoming and accepting, but there’s a few exceptions as well. If everyone who lives on the Islands and visitors from the mainland treat each other with kindness, compassion and respect, the prices of being there won’t or shouldn’t matter. Love one another, treat each other with sincere gratitude and most importantly, love! Offer forgiveness for each others mistakes and tribulations see what a great place not only Hawaii could or would be, but the whole world.
Costs are up everywhere, not just Hawaii. Hotels that used to be $500 a night for luxury accommodations in popular destinations are now over $1,000. We’re going to Napa/Sonoma in the fall and are unwilling to spend $1,800 a night. So we’ll stay at nice but not the top tier accommodations. I’m sure many Hawai’i visitors will do the same.
Maybe Hawaii should look at it’s government officials. They’re the ones sinking your beautiful islands. They should be doing more to help their people prosper instead of themselves. Maybe then there’d be more aloha spirit. I just came back from Ireland. What it cost there for 15 nights was comparable to 1 week in Hawaii. How wrong is that?? I love Hawaii but……. It is getting ridiculous. Less bang for your buck
On our flight home from a week stay in Wailea. The resorts, restaurants and beaches were packed with tourists. Everyone was friendly having a great time. There was a wedding ceremony every night with live music it was so festive. Last night we were treated to a huge fireworks show by a Workday convention. We’ve been to Hawaii 30 plus times this was one of our best trips ever. By the way we also spent about 2k less on this years trip versus last years for same period. They’re are good deals if you know how to find them. Starlight internet works great on Hawaiian
Hmmm, this article is contrary to the economic report UHERO put out today:
“Hawaiʻi tourism outlook”
We’ve been to Maui 3 times in the last 6 months for both biz and vacation – have not experienced animosity toward tourists that we read about. In my opinion, the politicians have stirred the pot, and it’s a small percentage that have resentment.
Everyone Ive talked to on the island has deep compassion for those who have lost their homes, but they believe Maui government has dragged its feet in finding real solutions to a decades-old problem. The solutions offered now are not solutions, they are pacifiers and it’s a very unfortunate disservice to those who need housing.
I agree with all of this. I live in Maui 2-3 months a year and on the Mainland the rest of the year. Hawaiians have always treated me well–it feels the same as ten years ago.
But when I’m off island I read about Maui on social media, newspapers and Beat of Hawaii. Most reports are negative as they focus on the politicians and the small band of protesters. That feels depressing. If it werent for this and rising costs, I’d say the Maui experience is as good as ever.
With the costs associated with Hawaii, it’s doubtful that non-rich people are just booking out of habit. It’s an investment and as of my last trip in August, it delivered. I am worried about my future reservation getting canceled by the vacation rental ban.
For my wife and me (former Honolulu residents, now Mainland) the answer about visiting Hawaii is easy: never again. And given the way Hawaii treats visitors now, that’s the recommendation we give to others.
Like Mainland residents treat Hawaii people with care?????
We are not going to apologize for taking Care of our culture, land, State.
Prices are getting quite high, but they are everywhere, I think first timers won’t know the difference, costs what it costs for paradise, but anyone who’s been there multiple times will notice increases. Is there a little, “raise the prices to attract and certain demographic”, going on? Maybe, is that a bad thing? maybe, maybe not. Like anywhere theres a “Disney” crowd and a “returning family vacation” crowd and they are 2 different demographics and they treat the destination totally different, even at Disney 😃
Just returned from Maui and honestly, it was better than we had expected. Yes, it’s different, but the beauty is still there if you don’t expect any form of perfection.
Having said that, It certainly is getting harder to justify the price tag. Last time, we left feeling a little burned by costs, and it goes beyond whether or not we can afford it.
I know this might be weird, but I just want to know why a plate lunch costs $24 now. The prices are absurd and the service doesn’t match the cost. Unsure what we’ll do next.
For a visitor, it is a temporary increase in expenses. Imagine how it feels for locals!
Still the best beaches in the U.S. Period.
Summer pricing was surprisingly decent this year—at least for flights. Hotels? Not so much at all.
Plus it’s sad how quickly the vibe changed. We still come, but the conversations I hear now on the beach or at restaurants are full of frustration. It’s not just the prices. It’s how rushed and impersonal it all feels.
I’ve been visiting Hawaii since the ’90s, and this really hits home. The beaches are still gorgeous, but everything else feels like it’s straining under the weight of over-tourism, costs, and confusion. I used to feel welcome. Now I feel tolerated. Maybe that’s enough for some, but it’s making us reconsider where we spend our money next year. Honestly we don’t know if other places will even be better.
Love in the title Everyone. I think not. Hurry before the planes get full. Please HTA try again.
It is amazing to me that visitors are returning in droves to the islands. Certainly, they must be wanting to stay in over-priced hotels, as opposed to much more reasonably priced accommodations offered by residents like ourselves. Our legal farm stay accommodations have plenty of summer availability, are lovely and tasteful, and at half the prices of generic hotels.
We love Maui and come back every year for at least two weeks. Whether is perfect, beaches are beautiful and easily accessible. Snorkeling spots everywhere. We’ve been to Mexico hot spots and Florida too and they’re always too hot or humid. Can’t beat Maui to come and relax. If the short term rental debacle would just go away, Maui visitors will flock back as they always have
We have had a few friends who inquire about what may happen if they book a reservation in a condo. (As if I have any idea!) They wonder if it will end up being cancelled if all the Minatoya listed properties (which they don’t know) are removed from short term rentals. It seems that many believe it could happen to them and they become hesitant to book. Some reluctance to book to Hawaii has certainly been caused by the state itself.
You can be certain that if the ban passes, it will be at least a year, probably several, before it becomes effective.
We are in Kauai now and there are a lot of tourists. I think most of them are Maui people that are waiting for Maui to be rebuilt. We have a timeshare and that is why we continue to come but not sure how long we can do it. Prices are easily 30% more than even last year. All the staff are still warm and caring but outside our resort not everyone is. We have been coming here for 43 years and have really noticed the changes since covid.
We now go to Costco and eat almost all our meals in the condo. We no longer spend money on any shopping or other things. We pay too much in taxes even though we own our condo we still pay so much for all the bed taxes and car taxes, etc. We are sad about it but are thinking of trading in the future to go somewhere else less expensive. It was wonderful while it lasted and we will always have a special love for Kauai!
Denise K
“Maui people that are waiting for Maui to be rebuilt” – I do not understand.
The only rebuilding is in Lahaina from the fires which impacted very little visitor accomodation.
This kind of mis-understanding is sadly falsley impacting visitation
I’m unclear on what basis you are drawing inferences about the motivations behind the Summer ’25 visitor surge. You haven’t cited surveys or interviews, but maybe such things are not readily available and you are left to speculation, informed or otherwise.
Have you considered the possibility that Americans who might otherwise travel overseas are so dismayed by the obnoxious treatment of even our closest allies by the regime in DC that maybe they fear the cold shoulder in other nations? That maybe the actions of that regime coukd arbitrarily and unpredictably impact the value of the dollar between booking and travel? That potential travelers are daunted by the prospect of detention, arrest, or deportation to which even US citizens have been (mistakenly) subjected when attempting to re-enter the country?
Maybe Hawaii is seen as a safe way to experience a different culture, or at least lifestyle, without taking the risks of actually leaving the country.
We’ve made reservations to Hawaii for this fall, but it’s a farewell and thanks for the memories tour. We’ve been about 20 times. Celebrated the turn of the century on Kauai. But, it’s lost its allure and the value proposition is underwater. Sad, but…
We just returned from an 11-day visit to Maui. We stayed just north of Lahaina at the same resort we have visited many times over the years. This was our first trip back since Covid & the fire of August 2023. Due to the resort having been sold, there was a difference in its feel, but the workers there were largely the same as before. They couldn’t have been more welcoming. We ate at many of the local restaurants and shopped: Whaler’s Village, Cannery Mall, Safeway, Long’s & a craft show. There was absolutely No animosity shown toward us. We talked with locals about the effects of the fire on them & their families personally. Each & every one of them was very touched by the fact that we even asked how they were doing. You can definitely “feel” the difference while the people of Lahaina are still recovering – it’s only be a little over 1.5 yrs since the fire. Healing takes time. We were made to feel very welcomed and told over and over again how thankful they were for our visit.
I lived in Honolulu 30 years ago and traveled throughout the islands, it has changed exponentially (but what hasn’t?). But I still Love the islands and all that comes with them. They are truly special and I get a feeling that fills a part of me with a spirit that I can not find any place else. Is it expensive? Yes, very much so. Is it worth it? I feel like you need to do some creative exploring to find the true Hawaii, and yes I feel that it is worth it.
Aloha.
Guess what else? Many Americans I know are afraid to leave the country with the current immigration issues. We were considering Greece, but decided on the Big Island this year.
What immigration issues? Do you have a valid US Passport and could you get all of the necessary documents required by Greece to enter Greece legally? If so then what’s the problem with going to Greece other than the obviously unwritten political undertones in your post?
Legal visitation of any country still works all around the world and insinuating otherwise is just ridiculous.
I’m often left wondering who these ‘Many Americans’ are that you claim are filled with dread. We just returned from a week in Canada and have zero issues traveling or interacting with locals in Vancouver and Victoria. And the exchange rate was very favorable (1.40 C versus 1.00 US).
If you’ve done nothing wrong, you have nothing to worry about. If you’ve have reason to be afraid, you can always stay home and continue to obsess over left wing internet propaganda.
Or, travel, live your life unafraid, and unplug from the negativity you’ve consumed.
Just got back from a Greek, Spain and Italy holiday. Absolutely no issues and everyone was welcoming. Restaurant prices for a similar fine dining in Maui are running about 40 – 50% less. Hotels much less but you need to get there
Well sadly this is probably going to be the last year we visit Kauai.
We have family there .. been there 90 or more years but we don’t stay with them. We all like our privacy. All the added fees are ridiculous..doesn’t seem like it helps the locals only the corporations. No affordable housing etc.
then add the high airfare
Lots to do in California and we can drive.
Aloha JT. I feel sad when I hear stories like your own. As an owner of two legal farm stay accommodations, I encourage you to return and stay at a reasonably priced digs. The hotels are out of control, pricewise, but residents like ourselves provide personalized stays at prices of about half of what hotels charge.