Hawaii remains a dream destination, with traveler interest at its highest level in years. But for many, the dream is slipping out of reach as soaring costs take center stage. Airfare, hotels, and vacation packages are pushing visitors to question whether paradise is still worth the splurge.
The survey below indicates that 69 percent of U.S. leisure travelers plan to visit Hawaii within the next two years. Optimism is also rising, with more visitors feeling optimistic about their own futures and travel outlook compared with the past two years.
Crowding in popular areas and the feeling of being herded through rules and restrictions only add to the frustration, especially when visitors compare Hawaii to places that feel more relaxed and straightforward.
With nearly four in ten prospective travelers saying they changed their minds about Hawaii trips because of costs, the islands face a growing problem. If prices continue to rise faster than the value, Hawaii risks losing the very visitors who have sustained its economy for decades.
Airfare and hotel sticker shock comes first.
The most common reason people back away from a trip to Hawaii is still airfare. Nearly 40 percent cite ticket prices as the breaking point, with hotels and packages close behind. These deterrents remain unchanged for years, but they matter more now because interest in Hawaii is surging at the same time. Beyond price, travelers also mention the flights themselves. Long hours in crowded cabins with pared-down service and extra fees leave many arriving tired and frustrated.
On top of prices, travelers point to the flights themselves. Long hours in crowded cabins with cut-back service and extra fees leave many arriving worn out instead of excited.
This is not a new complaint. For years, readers have told us that Hawaii feels more expensive than competitors like Mexico or the Caribbean, where shorter flights and lower hotel rates make the total trip cost far more palatable. The longer Hawaii leans on higher fares and resort fees without adding value, the more visitors see better deals elsewhere.
Have rising prices changed how often you visit Hawaii? Share your experience below.
Spending stays high, but value feels low.
Despite cost concerns and economic uncertainty, likely Hawaii visitors still plan to spend an average of $6,500 on leisure travel in the next year, nearly $2,000 more than the typical U.S. traveler. On the surface, that sounds like good news. But look closer and it reveals a troubling contradiction.
Travelers are willing to splurge, but only if they feel the experience is worth it. Increasingly, Hawaii trips feel less like paradise and more like a pricey to-do list. Paying for parking, booking entry times, and navigating a maze of fees has replaced the sense of aloha many long associated with the islands. For some, what once felt like a warm welcome now feels more like a cold transaction.
Readers said the same in Hawaii Got the Slowdown It Asked For. Now It’s Running Scared, where the joy of discovery gave way to a sense of hassle. That frustration is now showing up in national data.
Families and multigenerational groups drive demand.
The survey reveals that more than half of Hawaii’s likely visitors plan to travel with children under 18 this year, and 42 percent will bring together three or more generations. Kids and grandparents are not only along for the ride, they are helping plan activities and even choose destinations.
That makes family-friendly dining, lodging, and activities more critical than ever. It also means cost pressures hit harder, since larger groups feel every fee and every surcharge. Yet families still come, framing Hawaii as the place to gather for milestones, reunions, and once-in-a-lifetime experiences.
Do you plan Hawaii vacations with kids or grandparents? What works best for your group?
Authenticity and connection remain essential.
Even with cost pressures, visitors say that their top motivators remain Hawaii’s scenery and food. Cultural connection and authenticity also rank high, with nearly half of travelers saying they want destinations that showcase local communities.
This is consistent with the frustration voiced in New Hawaii Fees Starting in 2026 | The Price of Paradise?, where readers warned that charging more without delivering a connection risks alienating repeat visitors. Hawaii cannot afford to be seen as just another expensive beach destination.
Road trips and flexibility matter.
Road trips are booming nationwide, with 78 percent of likely Hawaii visitors planning one in the next year. Obviously, you cannot drive to the islands, but the underlying desire is flexibility and spontaneity.
Hawaii could tap into that by making interisland travel simpler and encouraging visitors to explore beyond a single resort corridor. The problem today is that many say spontaneity has been replaced by reservations and rules, leaving trips feeling managed rather than free.
Luxury travelers are still willing to pay.
More than half of likely Hawaii travelers now identify as luxury travelers. They are willing to spend on suites, fine dining, and business-class flights, but they also expect seamless value in return. Hawaii has a chance to hold onto this lucrative group if it delivers experiences that feel premium rather than transactional.
Hawaii has an opportunity here. If luxury visitors continue to feel nickel-and-dimed, they will take their spending power to other upscale destinations, such as California, Florida, or Europe. Delivering premium value could help Hawaii retain this critical segment.
Travel planning is changing fast.
Another trend reshaping visitor behavior is the increasing use of technology. Nearly two-thirds of likely Hawaii travelers now use AI tools to help plan their trips, far higher than the national average. That does not mean they are booking with AI alone, but it does mean their expectations are shifting toward smarter, more personalized planning.
Hawaii can tap into this trend by making its information more accessible, transparent, and easy to integrate into the planning process. At the very least, it shows that visitors are looking for trips that feel curated and tailored, not cookie-cutter.
Competitor destinations keep pressure high.
Hawaii is not competing in a vacuum.
California and Florida remain Hawaii’s biggest rivals, with beaches, sunshine, and more predictable costs. Nearly half of the likely Hawaii travelers have visited both states in the past three years. Europe is also seeing repeat visitation grow alongside Hawaii, showing that long-haul travelers are weighing the islands against global destinations as much as domestic ones.
Other destinations are leaning into value, flexibility, and variety. Visitors say Florida or Mexico may not offer Hawaii’s beauty, but they often feel less crowded and less transactional. Hawaii risks falling behind if it relies too heavily on natural beauty without fixing those irritants.
Do you compare Hawaii trips with other iconic destinations before booking? What ultimately tips the scale for you?
Why travelers feel stuck.
So why do visitors keep spending even while complaining more loudly? The answer is simple: Hawaii remains unique, but patience is growing thin. Travelers are willing to spend $400 a night for a hotel in Waikiki or Maui if they feel the aloha spirit in the service and amenities. They resist when the same $400 feels like nickel-and-diming, or when the crowds and hassles make the trip feel less like an escape and more like work.
This contradiction explains why numerous articles about costs, loyalty shifts, and shrinking options have resonated with Beat of Hawaii readers. People love the islands but dislike feeling trapped in a cycle of rising prices with diminishing returns.
What this means for Hawaii tourism.
The stakes are clear. Hawaii is at risk of becoming a once-only destination, appealing for bucket lists but losing repeat visitors who are the backbone of sustainable tourism. If costs continue to rise while hassles mount, the state risks losing long-loyal travelers to other destinations.
The picture is not all bleak. Interest in Hawaii is at its highest since 2023, and more travelers feel optimistic about travel than they have in years. Families continue to view Hawaii as the ultimate gathering place, and luxury visitors remain eager to spend. People want to come. The risk is that Hawaii could talk them out of it with prices, hassles, and rules just as momentum returns.
What could Hawaii do?
- First, align pricing with value. Visitors are not asking for cheap trips, but they want costs to feel fair and experiences to feel rewarding.
- Second, make family travel easier with transparent pricing, bundled options, and activities that cater to all generations.
- Third, restore the sense of aloha that visitors say has faded, replacing transactional service with genuine connection.
- Fourth, lean into authenticity by ensuring cultural and community connections are accessible, not hidden behind more fees.
- Fifth, address airline discomfort, since visitors say long, crowded flights with fewer amenities and mounting charges sour the trip before it even begins.
- Finally, create more opportunities for flexibility and discovery, whether through easier interisland travel or packages that encourage exploring beyond Waikiki.
What do you think? Are Hawaii’s rising costs changing your travel plans, or do you still see the islands as worth the splurge? Share your thoughts and help other travelers decide.
Photo Credit: Beat of Hawaii at Salt Pond Beach, Kauai, at sunset.
portrait-of-american-travelers-summer-edition-2025-hawaii-tourism-pdf-compressed-compressedGet Breaking Hawaii Travel News
My wife and I go to Hawaii at least once a year, sometimes twice. We absolutely love Hawaii. We just went to Oahu and stayed in Honolulu for six days in a condo and then abandoned our condo for Turtle Bay. Honolulu is a no go zone for us now. Turtle Bay was amazing but was $7k for four nights and meals, a cocktail at the bar was $32, just crazy. Already booked a trip to Kona in May for nine days. I do agree that cost is getting prohibitive, the fees ridiculous, but we will continue to go for a while longer. We live in California so Hawaii is a short 5 to 6 hour flight. We use our business card miles for free business class flights so I don’t have complaints about the airline travel. I will say the locals are not as friendly as they were 10 years ago. Aloha!
Well its been getting destroyed from over tourism so this is actually a blessing I love this as I will never stop going so less people is excellant
Look, there are lots of places with beaches. There are lots of places with mountains. There are lots of places with waterfalls. There are lots of places with colorful fish and other sea life. There are lots of places that let us experience all of these things, and experience them with grateful and polite locals. Hawaii has decided to reject tourism, and selfishly restrict its best local places for the locals. That’s fine – we will go to one of those other places…with our money. Aloha and Mahalo.
Like us if you’ve been to Hawaii 30 plus times than yes you’re feeling the higher prices with diminished returns, but if you’re a recent first timer visitor you have nothing to gage your return of value on other then if you enjoyed your stay or not.
Visitors to Hawaii in the 20 to 40 range have grown up with smart phones all their travel experience is based on getting pre trip reservation and paying fees at every turn.
Disneyland, Las Vegas, National Parks and almost every popular travel destination are much more expensive and require pre trip reservations.
Like it or not that’s the way it is…
I live here and can’t afford a family vacation to another island. We just deal with tourist prices for local foods daily. I like the idea of supporting all things local, but it insanely expensive. If we have money for a vacation that costs that much, we are going to Europe! At least they still have outdoor spaces that aren’t privately owned and exclusive.
Hawaii is definitely beautiful, but it seems reserved for the wealthier to enjoy all of it. Like another commenter mentioned, eating out with a family is $$$.
Love the islands but we are vacationing more local, mainly because of the cost.
Hawaii travel is expensive for locals, too. We live on Hawaii Island. Our doctors are in HNL, because let’s face it, quality medical care is not a priority for neighbor islands. At least once/year, we have to fly to Oahu, stay at a hotel, rent a car, just to see our doctors. We also have to pay all of the pathetic fees & taxes tourists pay, just to see a doctor!
Your suggestion about making inter Island travel easier….back in the 80s, there was Roberts Overnighter. For a set price for 2, you got airfare, hotel or condo, and a rental car, with the option to extend another night at a reduced price. Bring that back!
Hawaii is like a car rental experience. They gouge you on the rental rates with skyrocket prices. Then they charge you at a hotel parking garage or offsite parking for some 50 dollar a day fee. You then drive to a beach or attraction and have to pay a 30-50 dollar parking fee. You go shopping and have to pay a minimum 12 dollar 3 hr spot fee when you only need it for 15 minutes. Last but not least you take the car back to be butchered by some AI inspection camera’s that inspect and send you a bill in the mail a week later after returning home from your vacation. Isn’t this the same pattern that restaurants, hotels, and the whole system operates with? Call me stupid or call me foolish I’ll never know.
We have visited Hawaii 5 times, basically every other year, including during COVID. This September was our 30th wedding anniversary, and we planned to spend three weeks on Maui. We learned that the prices for lodging have skyrocketed without added benefit. We looked into condo rentals, finding the same issue. We love the islands, their beauty and history, however, we can no longer justify the outrageous costs and the increased flight fares.
We ultimately decided on Ft. Myers Beach in FL to vacation and celebrate our anniversary. Though lacking the natural beauty of Maui, the price savings were significant and there was no perceived negativity from the residents.
The Islands should focus on being more welcoming, as in years past, and prices must come down to make these trips worthwhile. Also, the more travelers spend on airfare & lodging, the less money they have to spend in the local community
Aloha Jim !
Great post ! Really interesting.
We’ve got Ohana on Oahu and a beloved Kaanapali,Maui timeshare. Go twice a year.
But
We also totally love Ft. Myers,Estero,and Naples.
Been there alot and it gets better each time. It’s definitely one of our favorites.
The local people there in Florida have told us repeatedly how much they love and need tourism and thanked us for visiting.
Hope you had a great anniversary.
Hawaii and Florida are both our happy places.
Take good care
Yeah we would rather go the Bahamas or the Caribbean, or even the Aegean or Croatia.
We just returned from another magical trip to Kauai. Walked out on the Hanalei pier to watch the full moon rise over the ocean, listened to complimentary Hawaiian music during dinner at Oasis on the Beach in Kapa’a, listened to Poncho play slack-key guitar at Anaina Hou, visited several Farmers Markets and purchased wonderful tropical fruit and handmade gifts from local vendors. We will be returning next year.
I’m a little surprised at some of the suggestions in the What Could Hawaii do list.
“First, align pricing with value. Visitors are not asking for cheap trips, but they want costs to feel fair and experiences to feel rewarding.”
Hawaii does not set airfares, car rental, or hotel pricing. The market does.
“Fifth, address airline discomfort, since visitors say long, crowded flights with fewer amenities and mounting charges sour the trip before it even begins.”
This is laughable even at face value. Hawaii has no ability to influence airline seating or service offerings. Those same crowded flights and fewer amenities apply equally to Hawaii as elsewhere. To believe otherwise is a fool’s errand.
Airlines have removed the TV displays from headrests on long flights to Hawaii. Makes the trip harder for 6 hours, especially when your expected to provide your own entertainment display. Prices for food in restaurants has almost doubled in the past year. A simple $23 hamburger is out of line, especially for families with children. The value in coming to Hawaii with more new Taxes, excessive parking fees and high resort fees is not there. The new “Cleaning Fee” charged at Condo Rentals killed my choice for a condo stay in Kona. The rental fee is high enough to cover the cleaning, which I found was Not Done in my last condo rental. The floors were really dirty. With airline fares going up each year, soon Mexico or a cruise will be on our next vacation destination instead.
Hawaii is nice but wearing thin on the budget every year.
The additional fees are not necessary and will force us to change our plans and force us to look for something else
Hawaii has no industry other than tourism wish you all the best and aloha to a kamaina and multi year visitor
Hotels have become expensive because labor costs for hotel employees has greatly increased over the past 5 years and are far higher than most main destinations. Few make less than $20/hrs. In spite of this, employees struggle. On Maui almost its almost impossible to rent a 1 bedroom apartment for under $3000/month.
No affordable accommodations exist for families. Without vacation homes to rent (95% of VRs legal to rent are for couples) families don’t and won’t come. Big mistake. BIG
Everything IMO in Hawaii needs some reservation. Parks and attractions closed for maintenance or to save the nature. Plain inconvenient. Everything is becoming like a doctors appointment and getting to the point where Hawaii publishes fares to travel to Europe, Tahiti, Mexico and other destinations. Hawaii is purposely making it a hassle for tourist’s to visit or do anything but just spend a week at the hotel that you booked. What they are nicely stating to the tourist is that you are Not Welcomed. Spend money on a layover but spend your vacation somewhere else. Don’t dirty filthy bathroom’s and bathroom availability spell it all out. Hawaii want’s your wallet and not your presence.
That’s the feeling we’ve gotten on our last few trips, Don.
We’ve been coming to Hawaii annually (and sometimes twice a year) for 20 years, and like any new experience, the first time or two were the most magical. Over the past few years, our trips have become less magical.
Everything now has a surcharge, an up-sell, reservation requirement or is unavailable altogether.
Example: I’m an avid golfer and have happily paid the high green fees for Maui, O’ahu and Hawaii courses, but many of my favorite Maui course are now gone:
Koele (Lanai) – Closed
Manele (Lanai) – Unavailable (unless you pay >$1,400/night for a room)
Mākena South – Bulldozed for luxury home sites
Mākena North – Gone Private
Kahili – Closed
Kapalua Plantation – Closed (until ?)
Kapalua Bay – Closed (until ?)
As a resident, I can play Torrey Pines for $47/round. Why would I want to fly to Maui and pay $200 to play an inferior resort course (Ka’anapali/Wailea)?
The article hits the nail on the head about Hawaiis rising costs and diminishing experience. Its frustrating seeing the aloha spirit replaced by fees and impersonal service. Still, the islands remain special, and with changes, they can keep travelers coming.
All prices should be published and fixed by airlines and lodging places. Have published rates that people can depend and plan on. None of this dynamic pricing crap.
Getting rid of useless taxes also helps.
Why should the stockholders of airlines and hotels accept a lower return on their investments that the market dictates?
I just returned a few days ago from a week in Kauai with my elderly mother & a friend. I was interested to see how we would be treated after hearing so much about anti-tourist feelings. Fortunately, we were treated with much kindness and thoroughly enjoyed our time. We shopped at Safeway & saved $30 on a $100 order by clipping digital coupons. We chose to eat our main meal at lunch instead of dinner at restaurants and that saved a lot. Stayed at a timeshare so ate breakfast and snacks in our own kitchen. We’d all been to Kauai many times, so this was a low key trip without a bunch of expensive excursions. I’m glad we went!
Hawaii is the the only place in the US I didn’t feel welcomed. I saw a local scream out of her car window for tourists to go home. I also had several other interactions that were not very friendly and very cold.
We normally go to Hawaii twice a year- we have a Westin Timeshare and my brother has an RCI timeshare. We usually do a tour- like O’o Farms on Maui or swim with the Manta Rays or a trip to Volcanos National Park and always a sunset sail or daytime snorkel trip on a Catamaran. We also have friends who live near Southpointe so we mooch with them once in a while, too. We always plan on a couple of meals at local restaurants and cook the rest. Beach days fill the rest of our trip and especially hanging out at the beach at sunset. We’ve flown Hawaiian Airlines most of the time and my brother and sister in law usually fly Southwest (they have the companion fare) and the pricing has not been bad at all over the past 10 years. We are already booked for April 2026. We are planning a big trip with our kids and grandkids for 2027, God willing. We will keep going to Hawaii as long as we can! We try to find ways to save because it’s such a special experience and we would hate to give it up.
Just returned from Kauai. I live of the East Coast of the US. The airline flights are too long to consider returning to Hawaii. Even though we purchased upgraded tickets, flying is not what it used to be with cramped seats and the need to pack your own snacks. The dinners in Kauai were expensive with very little choice of upscale restaurants. Parking reservations were required in advance at most of the attractions. Everywhere we went was overcrowded. The few places where swimming was safe were overcrowded. Many hotels had not no beaches at all, only lave rock. Drinks were ridiculously overpriced. We have been to other may beautiful islands. Also got COVID before leaving Kauai. Not desire to return.
I took remember when Hawaiian first started flying nonstop to New York. It felt like we were finally showing the world Hawaii could be more than just a west coast tourist stop. Now it feels like all of that ambition has been erased overnight.
Despite all the frustrations, I’ll be back, hopefully again and again. I still surf at Waikiki every chance I get, and nothing else compares. But I do worry Hawaii is becoming a once-every-decade kind of splurge instead of the regular trip it used to be for me.
Our kids begged us to choose Disney World this year instead of Maui, and honestly, the math worked in Orlando’s favor. Shorter flights, lower prices, more kid-centered activities. It was hard to argue with them.
I’ve been coming since the 1970s. Back then it felt exotic and welcoming. Now, even though the islands are still breathtaking, the overall trip feels less unique because so many other destinations offer smoother, cheaper experiences.
What I hate most is the nickel-and-diming. Resort fee, parking fee, “destination charge,” then you still need reservations for parks. At some point the joy leaks out of the trip.
I had a neighbor go to Las Vegas for a sporting event and booked 4 days. After hearing of a daily room deposit fee outside of the daily resort fee they checked out 2 days early and came home. He stated everything had a fee so bad that you felt pick pocketed because of the terrible nickel and dime practice. Hawaii is IMO following the same plan but instead of gambling they are bringing in the tourists by promoting the fabulous beaches not disclosing the outrageous beach parking fee’s.
It’s not all bad news. My last trip to Kauai was magical because we skipped the resort corridor and stayed in a small rental. We cooked most meals and explored local farmers markets. That felt like the Hawaii I remembered.
I stopped coming after the Maui wildfires because everything just felt wrong. Reading this, I realize it wasn’t only the fires. It was the costs, the crowds, and the sense that visitors weren’t really wanted anymore.
We booked a multigenerational trip for next year, grandparents included, and had to do it ten months in advance. The kids helped pick activities, which is new for us. It’s exciting but stressful because we know every meal, car, and excursion will add up fast.
I still adore Hawaii but the costs keep piling up. Flights feel longer, hotels feel pricier, and that welcome spirit seems harder to find.
We’ve travelled to Hawaii every year since 2003 (mostly Maui). We just returned from Portugal where they embrace tourists. Our guide stated that 10 years ago, Portugal was poor and suffering and now tourists have made life better for everyone there. If only Hawaiians felt that way! The past few years to Maui has been disappointing….lack of staffing, lack of hospitality, and outrageous prices. Money is not an issue for us…to be welcome and not feel that you’re being ripped off is important for us. We will be skipping Hawaii for a few years. Portugal was amazing, people were kind, and great value. Be careful what you wish for, Maui, you’re losing us. Tourism is your Only industry and you’re chasing us away.
I have been to Hawaii, mostly Oahu, almost 40 times since my first time in 1972. (The Royal Hawaiian shopping center hadn’t been built yet so there was only a lovely big lawn between Kalakaua Avenue and Sheraton Waikiki, for example.) I have a January 2026 trip planned now that will probably be my last. I now fly United first class because of my age. I can’t take the discomfort of economy, and I read that economy seats are about to get even worse. I live in the American MidWest and fly to Oahu on United Airlines, through Denver or Chicago. Last year my ticket cost $4000. This time the price for a ticket ranged between $5,000 and $7,000. Hotel tax is going up – again – in January. Room rates continue to rise. Kalakaua Ave. is already so crowded (and weird at night, I no longer feel safe) and will only get worse with things like the Hilton Hawaiian Village’s proposed new tower.
We’ve been coming to Hawaii 2 weeks a year for 20 years and own a timeshare that is paid off, so we only pay maintenance fees. We’re going to hold onto it for now but not for travel to Hawaii. Fortunately we belong to RCI and will trade our weeks for more value as we travel elsewhere. Not spending money in Hawaii, at least for now. Might dump the timeshare but for now it allows us to travel to other desirable vacation destinations.