Hawaii is about to be sold as a luxury circuit. Starting in January, The Ritz-Carlton is preparing to link its three Hawaii resorts into a single, coordinated experience, turning Maui, Waikiki, and Oahu’s North Shore into one connected journey for high-spending travelers. It is a shift away from individual hotels and toward a curated arc of island experiences designed to feel seamless, predictable, and exclusive. And it is already hitting nerves with readers who remember a different Hawaii.
We saw a preview of this last summer when Turtle Bay became The Ritz-Carlton Oahu, and many comments arrived almost immediately. The unified branding now underway is the larger move. Instead of treating Kapalua, Waikiki, and the North Shore as separate destinations, The Ritz-Carlton plans to promote them collectively as The Ritz-Carlton hotels and resorts of Hawaii, with cross-property offers and a single marketing identity. That appears intended to appeal to very high end visitors who want a guided, frictionless Hawaii. For others, it reinforces a sense that the islands are being remapped around a narrower version of who even belongs here.
The North Shore becomes the defining fault line.
The emotional core of this story remains the North Shore. When Turtle Bay changed hands, and the adjacent parcel began its transition toward luxury development, two particular reader comments stood out and still resonate. One wrote that his grandfather, a Native Hawaiian who built Turtle Bay, would be appalled at what is happening now. Another recalled paying $250 a night years ago and hoped the old WWII lookout near the beach would not be lost in the new identity.
Together, these reactions capture what the North Shore once represented. It was rustic, accessible, affordable, and separate from the curated feel of Waikiki. It was, in essence, an escape. The arrival of a unified luxury circuit places the North Shore at the far end of that story, and for many longtime visitors and residents, that feels like a departure from what made the area meaningful in the first place.
The STR crackdown and luxury expansion were never separate stories.
Readers also connected the dots before any branding did. When Honolulu pushed most North Shore vacation rentals into 30 day minimums, and even tried for ninety days, that helped remove the mid-range lodging that kept the area balanced. One commenter framed it as phase one, clearing out competition so high-end development could move in as phase two. Whether or not that was the intent, the timing and outcome now look aligned: a coastline defined less by variety and more by a single luxury narrative.
Another reader sharpened the point unintentionally when describing his 30th anniversary plans. He and his wife honeymooned in Hawaii and wanted to return. Oceanfront was important, but everything had become too expensive and too complicated. Instead of revisiting Hawaii, they now plan to go somewhere else. When mid-range options vanish, and luxury becomes the sole default, couples like this are the first to peel away from the islands.
The resident-visitor collision.
The unified Ritz strategy exposes a tension that has been building for years. Some residents genuinely want fewer visitors, less congestion, and cleaner beaches. Others want high-spending travelers who, at least in theory, support jobs and keep revenue flowing. But can those goals overlap? Because in practice they often don’t.
That collision is showing up on the ground. As luxury branding tightens across islands, the Hawaii that once supported a mix of families, surfers, repeat visitors, and residents seeking a weekend escape is tilting toward a model centered on predictability, curation, exclusivity, and very high pricing. The people who built memories here decades ago now watch the same places repackaged into a story that no longer includes them.
Pricing case in point. The Ritz-Carlton Turtle Bay lists rooms starting at $884 in the low season. At The Ritz-Carlton Kapalua, Maui, rates all-inclusive start at $1,157. And Waikiki starts at $783.
What this signals for the years ahead.
As Hawaii moves toward its next identity, the reader comments that continue to surface point to a different kind of loss. One person who previously lived on Oahu said she is now priced out of her favorite place on earth. Another, who spent 30 days on the North Shore last summer, said this may have been her final visit because she can no longer recognize the town she loved. These comments speak not just to higher costs, but to a shrinking sense of belonging.
The Ritz-Carlton’s unified Hawaii branding will deliver a polished, connected experience for travelers who want that arc. The unified websites already do. But every step toward a more curated circuit risks leaving others without a foothold in the Hawaii they once knew.
As Hawaii becomes a coordinated luxury circuit, where do you see yourself fitting into this new map of the islands?
Photo Credit: Wikipedia. Helicopter view of Turtle Bay Resort prior to The Ritz-Carlton.
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Aloha everyone! My second recommendation to combat the Ritz-ification of Hawaii is for local residents to buy any type of Hawaiian land, condos, homes, and commercial properties. Buy whatever you can get your hands on! There are still cheap land tracts for sale on the Big Island, and relatively affordable condos and homes on Oahu, if you do some research. Kauai and Maui are more expensive but this can mitigated through creative investing. I know this is easier said than done but it can be accomplished. For example, native Hawaiian and residents can form independent investment groups and pool their resources together to buy properties to counter corporate mega resort development and blunt the price increases from corporate monopolization of rental/resort properties. Honestly, it can be done just research the history of the Kona coffee industry and see how independent Kona coffee farmers worked together to overcome early corporate control of Hawaiian coffee production.
Now here is my personal recommendation to counter the Ritz-ification of Hawaii:
First, Native Hawaiians need to demand that the state create a sovereign wealth fund or profit sharing system based on tourism revenues and natural resources that will provide an annual dividend to residents or be utilized to buy Hawaiian lands for future generations.
FYI, a Hawaiian sovereign wealth or distribution fund would be nothing new and easy to create because the state of Alaska already provides its residents annual dividends from its oil production. Also, several countries like Norway, Sweden, and most oil-producing Persian Gulf countries have sovereign wealth funds and they provide a plethora of free benefits for their citizens. Instead of oil, the Hawaiian Native Sovereign Fund could be funded by tourism, and natural resources like Kona coffee, and volcanic water exports.
Exactly-Bravo Hawaii. An exclusive playground for the rich, definitely. True Hawaii is gone…forever 🙁
Aloha everyone, I had the rare opportunity to stay at Turtle Bay in the summer seasons of 2024 and 2025, and witnessed the almost laughable rebranding of TB before and after Ritz took over. After the Ritz-apocalypse, prices for rooms went up, TB branded merch was no longer available, and the unique laid back North Shore atmosphere was non-existent. Nevertheless, (and I know this sounds cliche) this all plays into Hawaii becoming an exclusive playground for the ultra wealthy! All you have to do is read about how Trump, And Zuckerberg, Ellison, Bezos, Dell, and many celebrities, have been buying up large parcels of Hawaiian lands for their own private use. Hawaiians and regular middle-class visitors who appreciate Hawaiian culture and history need to find an alternative to corporate domination which I will share in my next post. Stay tuned!
Are you saying that Trump bought land in Hawaii? I hope that’s a rumor and certainly did not hear about it ….
Neither the Trump organization or Donald Trump himself own property in Hawaii. They’re leasing arrangement in Waikiki for the Trump International Resort and Hotel was ended in early 2024, and the property is now managed by Hilton under a new name and branding. The old Trump International Waikiki was a lease arrangement, and never owned outright the property. Most of the Trump organization’s properties in the USA, both lease and outright ownership, are in Florida and New York. As we all know by now, his legal residence is at Mar-A-Lago, in Palm Beach, Florida.
Thanks, Let’s leave it that way.
The Ka Lai Condo tower in Waikiki is Trump associated property and probably others that are hidden behind a blind trust or corporation.
Ok seniors the Hawaii you knew and loved wasn’t the same Hawaii as your predecessors knew and loved and future travelers to Hawaii will have a different experience that current travelers to Hawaii do.
It’s called change it never stops.
By the way island to island circuit travel isn’t new it has been available on Costco Travel for years.
Also currently there’s an excellent travel package for Hapuna Beach resort available on Costco Travel as part of their 12 days of travel packages. Booked it twice last night.
To the people who are outraged by this: You may not fit in any longer, but others Will. It is clear which side of the wealth gap Hawaii will target. And why not? There are plenty of people with that kind of money willing to spend it on the best things. Why is everyone so upset? As a fictional NYC businessman said in an Oscar winning movie: “It’s not personal. It’s just business.”
Aloha Rob+Jeff. I don’t see where I fit in at all anymore. They are actually reinventing a false narrative of what The Hawaiian Islands are. The identity of the whole culture and atmosphere is being reimagined by CEO Corporate Greed for their already rich shareholders. I mean, when is enough–enough!!! Problem is that the land was already being gobbled up by celebrity people hoping to create their “own “version of their little private paradise. Why oh why did the locals think this wouldn’t happen to them. The government promises and lies to them are so overwhelming. Now it’s too late to stop the massive cash ball rolling over every ridge and sacred awapuhi lands that are sure to be next under the wrecking ball. Wake up people and get your strength together now before it really is too late. Pretty soon you will be labeled as protected species and used a a local attraction. I hate thinking like this, but money talks.
Wow!!! Mahalo Nui Debra M, you nailed it!
Bravo for all that you said! My heart goes out to all the locals throughout the Hawaiian Islands. Only you have the power to vote out these politicians who are destroying Hawaii!
Aloha to all.
Much like Glenn mentioned, my wife and I spent a week at Turtle Bay in 2018. I called the hotel directly, spoke to a human being, and secured an oceanfront bungalow, at the time their nicest accommodation, for just over $400 per night. That same bungalow now is (no exaggeration) roughly Five Times the price. I get that prices go up, but to quintuple in just 7 years is obscene.
Not only that, but once Marriott got their hands on the resort and did a full remod, it lost all of its charm, its relaxed vibe, and its communion with the natural surroundings. Everything now (while very clean and upscale) is stark and sterile and devoid of any true sense of Hawaii.
It’s heartbreaking to watch it happen so callously…for a place that once welcomed all visitors to now only cater to the rich, presenting a “luxury experience” that feels hollow and generic.
Much as we love the North Shore, we likely won’t be back. At least not to TB.
My daughter and I stayed at Turtle Bay in 2018 for $250-350 a night (not sure). And that was considered a little high end. But that’s where my daughter learned how to surf. Now? I dare say I could afford the inflated price. When you said “Ritz”, I already knew this guy would never go back. It’s a hotel room you hardly stay in as you’re going about the island. Ko ‘Olina was also ruined as it was a money grab by Disney back in the day too. Same old story. #snowbirdtoFlorida
Many moons ago, back in the mid-80s, I took my Dad to Turtle Bay Resort for a few days so we could stay away from the hustle and bustle of Waikiki and get a better feel for the island. The rooms were affordable and we enjoyed the area and spent a little time in Waikiki. I haven’t been back to that resort, and at the current prices, I know I never will. I just hope the impact of this change in ownership and focus on the desired ‘high-end’ customer profile don’t do more damage than has already been to the once peaceful and relaxed mood of North Shore.
Dennis. This is only the beginning. It already been in the works for the last few years. They’re just fine tuning it to ease it out at the appropriate time for them. It’s easier to roll over and run over the locals a little bit at a time when they’re not expecting it.
“Hawaii is about to be sold as a luxury circuit…into one connected journey for high spending travelers.” Shame on you Hawaii. Is cultural sensitivity and environmental concerns really at the core? Sounds like the you want are only the very wealthy, i guess because they care more? Doubt it. They are land grabbers and you are screwing everyone else. Disgusting and shame on you!
Not sure who you want to blame and shame here. Locals are not the ones in favor of these projects. Many just gave up fighting ….
Obviously the Hawaiian powers that be, do not think I said anything about locals-and BTW stop voting then, for people who are hoodwinking the Hawaiian people. Geezzz….
The Ritz certainly changed the profile of North Shore lodging. Our first stay at the the Hilton was $185/night for oceanfront. As prices climbed, deals were still offered during the Triple Crown so it was still affordable and relaxed as you talked story with others there for the event. When it became unaffordable, we switched to monthly rentals for the cost of a week at the hotel. When North Shore traffic became impossible to come and go, we left for rentals closer to town and watched the surf contests on tv, like many locals. Now it just feels sad because Hawaii is truly our favorite place – as beautiful as the land is, as delicious as the food is, as rich the culture is we know we don’t fit in the growing luxury life though we hope to return one day. We tell our friends not to consider Hawaii now unless they have time to navigate the complexity of pricing everything or don’t have to think about money or don’t care that the government only wants rich visitors.
The only time I ever visited Turtle Bay on the North Shore of Oahu, was 25 years ago when you could do the tour of the island by public bus for $1 (although you paid $1 again when you made stops). I have to admit that we saw nicer areas on the way and thought the Ritz was a Hilton back then ….) When looking at the picture, I wonder how any structure could survive that long, and even though there is a bay, I remember the ocean was quite rough on the other side …maybe the resort will be taken over by the ocean one of these days ….Regarding the Ritz Carlton here on Maui, what I do like about them is that they have quite a lot of “free” music events with local musicians and also give Kama’aina discounts for food and drink (granted, it’s still expensive). Regardless. they invited everyone for an unbelievable Christmas event after the fire in 2023 and built temporary housing for their employees.
E a B why only “temporary housing” when the rates they charge can easily afford to alleviate the housing shortage after the horrific fires in Lahaina. So what happened to the temporary housing? I never even heard that story and I have been constantly connected with all of what’s going on in the Islands for the past 45 yrs.
DMills: 50 fully equipped modular homes (Kapalua Village) were provided specifically for displaced employees of Kapalua-based businesses, including those from the Ritz-Carlton area, offering critical housing for workers who lost their homes and needed stability. While the Ritz-Carlton offers limited housing for seasonal staff , the large-scale, wildfire-specific housing was through community effort led by TY Management Corp for employees of Kapalua-based businesses including hospitality workers, affected by the August 2023 wildfires. They were built on the unused Kapalua Resort golf course and opened in August 2024, providing relief for those who lost homes and to support the workforce in rebuilding and stabilizing the community after the fires.
There was a ceremony and blessing which was publicized and you can see the homes near the Ritz Carlton in Kapalua.
Very informative article, but somewhat sad. More and more Hawaii is becoming a place for very wealthy folks to enjoy overpriced luxury accommodations. I remember in the early 1970s staying at this property when it was the Kuilima Hyatt, later the Turtle Bay Hilton, now several decades later it’s going to be a Ritz-Carlton. It is definitely located at a beautiful location on the North Shore of Oahu. However,
S1,000 a night hotel rooms, are not in my budget for Hawaii, or any other place on the face of this Earth. Sorry, but that’s not justifiable IMHO.
Aloha.
What did Ritz – Carlton really do? Change the hotel signage and present the workers with different uniforms and adjust the prices to reflect what a rich tourist can only afford. What used to be what $1200 a night now a luxury rate a night because luxury means expensive at which $100 to the rich is like tip money or pocket change. One thing Hawaii. You can only milk a cow so long before the milk goes dry. These people didn’t get rich by throwing money away their whole lives.
IMO usually when hotel properties join in this manner a so so flat rate minimum price per room type gets listed not taking in consideration of hotel location or in a popular area. Non ocean view rooms suddenly rise to an unreasonable price but you will pay for the property experience and way way more for an ocean view. Per say I think it will be more like a minimum X amount to even set foot on a Ritz-Carlton property no matter the location. IMO this is more like paying to stay at the hotel brand name and not necessarily what the room has to offer.