Hawaii’s timeshare market, traditionally popular among retirees, is drawing an unexpected crowd—Millennials and Gen Z, which covers people aged 43 and under. With the opening of Marriott Vacation Club Waikiki, the first new timeshare in seven years, launching at over 90% occupancy, younger generations are showing surprising interest.
But what does this shift say about the evolution of travel, and how does it challenge both the expectations of timeshare buyers and Hawaii residents alike?
Hawaii’s unique timeshare appeal is timeless.
Hawaii’s blend of cultural and natural appeal is a major draw for these younger owners. Timeshare properties are transforming to meet new travelers’ “experience-first” mindset. This approach encourages visitors to see their travel as a pathway to personal enrichment, cultural appreciation, and lifelong memories rather than simply a getaway.
Many are attracted by the ease of budgeting for prepaid vacations, which makes these timeshares feel like stress-free escapes. However, alongside the appeal, timeshares come with limitations that can clash with Millennials and Gen Z’s value for flexibility.
Unlike hotels or short-term rentals, timeshares can sometimes be inflexible, depending on the plan. They have designated usage periods and steep resale difficulties. For many, the long-term challenge of making such a rigid commitment work may temper the appeal.
New ownership and Hawaii’s economic resilience.
Hawaii’s tourism sector has faced a challenging recovery. This type of ownership has shown surprising resilience, with timeshares making up nearly 15% of Hawaii’s lodging. Timeshare occupancy rates remain high, with repeat visitors often drawn back by a feeling of connection to Hawaii.
Yet, for some, the timeshare model presents a mixed picture. Timeshares provide a steady flow of visitors, which can help local businesses avoid the volatility of tourism trends. At the same time, the resources required to support ongoing visitors may strain local infrastructure, raising questions about how sustainable timeshares are for Hawaii’s long-term needs.
A vacation option for the new “experience” generation.
Today’s younger buyers prioritize experiences, and timeshare companies respond with offerings beyond typical resort fare. Many properties now integrate cultural programming highlighting local traditions, offering a taste of Kamaaina life. This setup appeals to those seeking immersive experiences rather than traditional tourist activities, presenting timeshares as an experience-driven alternative to standard hotel stays.
But it’s not without limitations. As flexible, spontaneous travel becomes a defining trait for Millennials and Gen Z, timeshares’ rigid schedules and long-term commitments might not fit every lifestyle. For Hawaii residents, the rapid growth of these properties raises the question of whether the focus on curated experiences can coexist with local needs and the preservation of Hawaii’s unique environment.
How Hawaii Tourism Authority views timeshares.
Timeshares can be part of a sustainable tourism approach emphasizing longer stays, economic resilience, and a deeper visitor connection to Hawaiian culture. However, HTA also recognizes the importance of balancing this growth with carefully managing Hawaii’s resources and housing needs. The HTA’s evolving relationship with the timeshare industry reflects its dual goals of promoting tourism while preserving the islands’ quality of life and natural beauty for residents.
Are timeshares a promising future or just another trend?
The rise in younger timeshare owners hints at a new era for Hawaii’s timeshare market, yet the longevity of this trend remains uncertain. Timeshares offer a way to “own” a piece of paradise and make vacationing easier for those who love returning to the islands. Still, high upfront costs, ongoing fees, and resale potential may limit their long-term appeal, especially for younger buyers who value flexibility.
What are your thoughts, including if you’re a timeshare owner, current or past?
Lead image Maui Bay Villas.
I’m a timeshare owner, and have been for over 20 years. I bought into one with ‘flexible’ scheduling, not locked into any week. I enjoy my visits, patronize local establishments and wish I could afford to buy a place to live half the year or more, but, as most of us out here know, ownership of a house or condo is out of reach, and will continue to be the reality of HI life. Don’t judge timeshare owners for wanting to enjoy visiting a place they would like to live, and who are not trying to deprive locals/native Hawaiians of a home. They just want to visit and appreciate the islands, and enjoy the little time they can afford, and find it frustrating that they too get blamed as part of the housing shortage problem.
I have to confess to a total lack of knowledge about timeshares. I understand the concept but have no idea of just how long owning one entitles you to stay for your share of the unit per year. Is it a month? 2 months? What’s the average cost per week? I’m in town an average of `11 to 12 weeks a year and I average a weekly lodging cost of ~ $1500 to $1800 a week depending on the season.
I’m not picky about room amenities though. For me it’s just someplace to lay my head, store my stuff, and take a shower… Is this in the ballpark for an average timeshare stay of that length?
Best Regards
I’m a retired baby boomer. When I talk to my fellow retirees, they inevitably tell me that their biggest regrets are buying timeshares or RV’s.
Hi Guys, I almost bought a timeshare at Maui Westin Nanea. First hint was I left my credit card in the room. Second was finding out my family would be responsible for the money if I were to die. That was a deal breaker for me as I wouldn’t want to saddle anybody with my debts. But they really had me ready, set, go to buy. But seeing how the younger generation has been very advanced educationwise and tech savvy, I can see the appeal. It is also Very difficult to sell and get your investment back. The fees are pretty high also for maintenance and ownership. I did enjoy the “special deals” to stay at the resorts though. It gave me a chance to vacation in a way I was not accustomed to and that was very nice.
Hi DebraM.
Thank you and everyone else for sharing your experiences with Hawaii timeshares.
Aloha.
So interesting! Our kids range from age 38 to 43 and they have no interest in inheriting our timeshare properties, let alone buying new timeshare for themselves. And I don’t think it makes sense for them to own timeshare either. Unlike us, they don’t want to go to Hawaii every year, or anywhere else every year, and they know from our experience that if you want to go somewhere different, it’s not always that easy to arrange. Whether or not buying timeshare is a “good investment” depends on so many things. For us, it’s paid off – our buy-in 20+ years ago was cheap compared to prices today, and we pay about $285/night based on maintenance fees for a one bedroom with full kitchen and washer/dryer. Compared to $800/night for a small hotel room, I think it’s a great deal.
What does it show? It shows the Hawaii’s timeshare hucksters have found a new generation of gullible marks to fleece.
I don’t know anybody who has not regretted their timeshare purchase. Having said that, Hawaii timeshares seem to be the least regretted ones.
At one time we owned three timeshares on Maui. It was nice till we couldn’t use them when we wanted,till the ” guaranteed” maintenance fees kept going up each year,till we found out what a scam they were! Took a lot of time and our money to get rid of them!!!
That was my friends and clients experience as well
Ok, now you know someone. Me! Zero regrets. As I said in my comment, you have to learn how to buy & use them. I am so better off than other options.
I have owned my Disney time share since 2003. I have been many places. Including Aulan’i in O’ahu Quite a few times. It would have cost me over $10000 for two weeks to stay there. My time share even with its dues payments has more than paid for itself and Disney is one of the very few that I could sell today and get my initial investment back.
Can’t think of a worse way to spend your money. Too many people still think of timeshares as investments when they’re nothing more than money pits. I remember visiting Maui during the financial crisis in in 2008 and seeing a long list of timeshares for sale. Many were being offered for no money by people desperate to be rid of them so they wouldn’t have to pay the maintenance. And if people want to experience Hawaiian culture, probably the last place they should go is Waikiki. If that was your first impression of Hawaii, would you ever go back?
I’m a firm believer in owning a Hawaii Timeshare as a way to reduce Hawaii vacation costs
I could easily spend over 50 bucks for a breakfast for 2 in an average restaurant on a single meal or I could spend the same 50 bucks for groceries at Walmart and have at least a weeks worth of breakfast eating in my timeshare, without having to wait to be seated, & poor service
I could spend over $ 800.00 a night for a 1 bedroom 1 bath 450 sq ft hotel room in season or I could spend $ 200.00 a night in the form of annual maintenance and tourist tax for a 2 bedroom, 2 bath, living room and full kitchen. Further if I want a change from my resort in Hawaii then I can open a Timeshare book, look for what is available and then trade for some place else in the world for just a small fee of less then $ 400.00. Trading an Hawaii timeshare carries a lot of clout
I have more to say but ran out of space
Assuming you don’t work in the timeshare business, how long have you owned one? Also, buying your groceries at Walmart isn’t exactly helping the local economy. In addition, timeshares in Hawaii are owned by huge corporations (Marriot and Westin are now one, and the Hilton now has timeshares). Obviously, they would not be in the timeshare business if they wouldn’t make huge profits…unfortunately, that profit doesn’t go to the timeshare owners or employees.
Timeshares work out wonderfully if you have decided to travel to your Hawaiian timeshare regularly ; I bought into every other year in 2001. Loved the SOK and was able to add another week every other year ( so two weeks together ) . Of course maintenance fees increased ; if they don’t the units get worn and run down ! Salary of employees and taxes always on upward trend . But in defense – have you checked prices of suites in hotels ? ( timeshares are huge -2nd; 2 baths, large kitchen, living room ; dining room ; with all accessories ( washer / drier) . Have beach front property , great views . Have never missed a 2 week time .Family and friends willing to come . Try booking a suite in a hotel on the beach !
Baby boomer here. We would never be able to afford Hawaii if not for our (Hilton) timeshares. Timeshares can be a very bad experience, or if you know what you are doing, can be the best thing ever. We bought resale and will not have a problem selling when the time comes. Our maint fees are Waaaay less than what we would have to rent for staying at a similar property. Plus we have a full kitchen and we know there will be no surprises (ie dirty). We go to the Big Island 2x every year.
“We bought resale and will not have a problem selling when the time comes.” Unfortunately, I doubt that, especially when they keep adding new ones…Have not heard of anybody selling their timeshare at a profit. Actually, the people I know who tried to sell them did so at a huge loss (at the Westin, right here in Kaanapali)
We are timeshare owners on Maui- Westin Nanea. We are very pleased with our ownership and go to Maui every year. it’s a gorgeous location, great pools and service. We always invite either our kids and grandkids, or friends to go with us. We’ve always been able to book whenever we want to go-usually whale watching season. There are lots of families around, so it’s not like an adults only resort (which can also be very nice!) We love the nice big kitchen, living room and lanai and the rooms with washer and dryer are always very clean and comfortable. Our kids are comfortable with inheriting our timeshare since they also enjoy it so very much. We paid cash for ours so it’s just the annual maintenance fee, which we feel is like paying property tax. it’s still cheaper than staying at a nice hotel for the same amount of time and we do cook breakfast and some lunches and dinners, so there’s a good savings there also. To each his own! We love our timeshare!
Looks like another article that could be written about many demographics. I didn’t see any actual data. The location is probably attractive to that age group so that’s a plus. Like certain “spring break” destinations. The same could be said for most STR’s and different demographics. And it’s quite common for visitors to return to an STR complex or even a particular unit every few years. They find other families or ‘boomers frequent it (their demographic) and return. You are right to mention the restrictions time shares. Life is full of mistakes and lessons learned. I personally know less than a handful of full of friends that have (and openly talk about) time shares. Most of the positive ones frequently trade their slots for other locations etc. It’s also logical that the politicians that are advocating killing the golden goose on Maui would leave time shares alone since most are run by large hotel chains. Ka Ching!
There is the phrase ” You know a sucker is born everyday”. Good to know Hawaii can count on something.
You own nothing and your maintenance fee can keep going up,
Ask the people what happened when they turned them over to the residents of Maui, they even took away there time slots, with no points to use later.
Commercials on television expressing clients are locked in timeshares and in most cases the monthly maintenance fees and expenses are passed on to sons and daughters when the primary clients pass away. I am not like the person who feels locked in for life. Go or don’t go you still pay and are at the mercy of the airlines charging who knows how much. You have the set amount contract fee, maintenance fees, utility charges each month, yearly property taxes each year and depending on how much you’re vested denotes how many weeks you can stay each year. Think again.
I’m Gen X so not the age group in the article but I am a WDW DVC member and have used it to travel to Aulani twice now and plan to again. It’s a very long haul for us to travel from Toronto to Oahu so when we go, I want to do more than lie on a beach. We have done several of the touristy things so far and there are still many more we can do, and that’s without leaving Oahu. We do enjoy just driving around, experiencing the sights and trying local restaurants. However even with my accommodation expenses covered, it’s not an inexpensive trip so I wouldn’t be able to go every year and I am glad I am not tied to one location (even a beautiful location).
I have a time share with Disney. So, I mostly stay at Aulan’i . This works for me because my kamaaina ohana live just 5 miles from there. They have multi generations living with them which would make it difficult on them for us to stay there. It works out perfect for us because we can stay for two weeks at a time. We could not afford a decent hotel for two weeks on O’ahu. We fly direct from Boston to Honolulu. If they convert existing hotels to allow timeshares it would not take away from local housing.
Wow! I hope they know what they are getting into ….besides not being able to use their timeshare when they want, there are many undisclosed fees with it and of course, they are not good real estate investments. For a generation that has problems planning fot the future, how will they be able to plan their vacation at least 6 months in advance? I have clients who just gave them back at a huge loss.
If you are one or more families or multiple friends headed for Hawaii, enjoy being around each other, and you value things like full kitchens, a backyard playground, and intra-property’s family activities, timeshare’s work well in ways few hotels can match. But of course, quality and cost are on a spectrum.
I think you meant to say 43 and under
Hi Jon.
Thanks so much! Fixed.
Aloha.