For Spring Break 2025, one major travel trend report has sparked conversation—and concern. According to a new ranking by travel insurance bellwether Allianz Partners, Hawaii is nowhere to be found among American travelers’ top spring break destinations. In past years, at least one of the Hawaiian Islands consistently made the cut. But not this time.
Instead, the most popular U.S. destinations for spring breakers now include Orlando, Phoenix, Las Vegas, and even Seattle. Internationally, places like Cancun, London, and Punta Cana stole the spotlight away from the islands. So where’s Hawaii in all of this? Missing entirely.
This change stands out, not only because of Hawaii’s usual appeal, but because of what it might signal. Hawaii hasn’t become any less magical or beautiful. So why are travelers looking elsewhere?
The reasons become more apparent when you look at the numbers.
According to Allianz, the average cost for a spring break trip this year is up to $5,325. That’s a 14 percent increase just since last year. But for those eyeing Hawaii, that number may not even come close. With airfare, exorbitant hotel pricing, rental cars, parking, resort and other added fees, a Hawaii vacation often exceeds this average by multiples—making it far less competitive against other U.S. and global destinations.
Travelers appear to be making decisions more carefully in 2025. And with Hawaii now being seen as out of financial reach, it’s no wonder it didn’t rank.
At the same time, however, airfare alone may not be the barrier it once was. While spring break was historically one of the most expensive Hawaii travel periods, that’s no longer the case. Yes, some Saturdays still have higher fares, but even during peak weeks, roundtrip flights like LAX to Honolulu can be found for as little as $225, and SFO to Maui for $258.
Many Hawaii visitors have been saying this for a long time. Thousands of you have weighed in on this topic on our site alone over the past year. The costs continue to be driven up from airfare sticker shock to nightly resort rates and fees. This recent report adds more weight to what many already feel: Hawaii is becoming less attainable for the average traveler.
One reader, Jill, commented: “We love Hawaii and have been coming for 15 years, but it’s hard to justify when a simple dinner for four is over $200 and a rental car runs $800 for the week.”
Her sentiment echoes feedback from our travel community, many of whom say the destination now feels out of sync with what travelers can realistically afford.
The spring break crowd is shifting.
Spring break has long included families, college students, and working professionals. Hawaii used to attract all three. But this year’s top destinations reveal a tilt toward cheaper, shorter-haul travel destinations.
Destinations like Phoenix and Seattle, which offer shorter flights and lower costs, now outrank Hawaii. This points to a shift in how Americans are thinking about spring travel—opting for destinations that are closer, more affordable, and easier to plan for.
Hawaii, by contrast, remains a long-haul trip for most U.S. travelers. With flights increasingly expensive and accommodations still elevated beyond most people’s budgets, it’s falling off the list for those looking to make their dollar stretch.
It’s not just perception. The price reality is steep
Travelers have repeatedly told us that even basic Hawaii vacations now feel high-end. Despite the state seeing softer demand in parts of 2024, rates haven’t dropped in kind.
In fact, Hawaii hotel rates just hit a new all-time U.S. record, according to recent data we covered. The average daily rate statewide reached $413 per night, higher than any other state. And that number doesn’t include resort fees, taxes, or parking—which can quickly push the nightly cost to $600 or even more. Furthermore, forward-looking trends suggest rates may climb even higher in 2025.
We recently broke down ways to visit Hawaii for less in 2025, but affordability still feels out of reach for many. When you compare it to destinations like Mexico or Florida, where all-inclusives and package deals are the norm, the difference is stark.
A BOH reader Stan wrote, “I priced out Maui for March break and gave up. Went with a week in the Caribbean instead. Same price, but it included food, drinks, and even airport transfers. Hawaii just didn’t pencil out this time.” Like many others, he found better value elsewhere.
Hawaii’s tourism numbers reflect more profound shifts.
Data from late 2024 showed flat or declining visitor numbers, especially from U.S. mainland markets. Hawaii saw a notable dip in arrivals from key West Coast cities that previously sent spring break crowds in droves. That includes places like Los Angeles and San Francisco, which are long considered reliable feeder markets for Hawaii-bound travel. At the same time, hotel occupancy in some areas struggled despite persistently high room rates.
What’s driving this downturn? According to recent insights from our reporting, Hawaii’s visitor profile is changing. The number of returning visitors has dropped significantly, especially on Maui, while new first-time visitors are no longer arriving at the pace they once were.
As noted in our article “Why Hawaii’s Visitors Are Telling A Different Story Now”, the state’s tourism authority had long depended on repeat guests to sustain demand, but their absence now reveals cracks in the strategy.
This isn’t just a spring break issue. It’s part of a broader trend that includes restrictive vacation rental policies, shifts in airline routes, rising costs, and ongoing resident frustration with over-tourism in certain regions. Spring break is simply one snapshot that illustrates the bigger picture.
“The question is whether Hawaii’s tourism model still aligns with traveler expectations. Fewer repeat visitors, price sensitivity, and shifting preferences put pressure on a system that once ran on loyalty and high demand. If those dynamics don’t recalibrate soon, Hawaii could see continued erosion in traveler interest—not just in spring, but year-round.” (Jeff and Rob at Beat of Hawaii)
Past concerns are now showing up in rankings.
Allianz’s list isn’t a public opinion poll. It’s based on actual booking data from insured trips. That means the shift away from Hawaii isn’t speculative—it’s real. Travelers are actively choosing other destinations, and those choices are backed by dollars already spent.
This matters because these trend reports often predict where things are headed. If Hawaii is absent from this season’s data, it could signal a long-term shift unless something changes to reverse the trend.
Travel demand hasn’t gone away—just Hawaii’s piece of it.
The Allianz report confirms that Americans still want to travel. They’re not skipping vacations. In fact, with average trip costs up 14 percent, travelers are showing they’re willing to spend even more. But they’re choosing to spend elsewhere.
It’s not just actual affordability at play. Perceived value matters a great deal too. Travelers want to feel like they’re getting what they pay for. And Hawaii, for all its beauty, may be losing that perception—something now reflected across both mainstream and social media.
A reader named Drew left this comment: “We budgeted for Hawaii last year, and when we got there, everything felt like a surcharge. Resort fees. Parking fees. Mandatory tips. It started to feel less like aloha and more like constant surcharges.” That type of feedback is becoming increasingly common.
Hawaii is still in demand—but not for this crowd.
Spring break represents a very specific window of travel. The timing, the cost, and the purpose—often shorter trips—make certain destinations more appealing. Hawaii might still be on the radar for some, including honeymooners, retirees, or families booking further out. But for the spring break crowd looking for fast, fun, and affordable options, it’s not making the cut any longer.
And that’s worth paying attention to. These are the same travelers who may return in the summer or bring their families back next year. Losing them now may have ripple effects that go well beyond spring.
Where Hawaii goes from here.
This isn’t the first warning sign and likely won’t be the last. Hawaii’s absence from a top spring break list may not seem like a crisis on its own, but combined with broader travel trends, it paints a clearer and more concerning picture.
As more travelers weigh their options, Hawaii will need to consider how it competes on value—for better or worse, the destination is now being compared to everywhere else. And right now, that comparison isn’t working in Hawaii’s favor.
To regain its place on future spring break lists, the Hawaii tourism industry may need to rethink its pricing strategy or offer more value-driven options that meet travelers where they are today. After all, the challenge Hawaii faces is no longer just about attracting visitors—it’s about staying relevant in an evolving travel landscape.
Please add your thoughts in the comment section. Mahalo!
Lead Photo: Hapuna Beach, Big Island, photographed by Beat of Hawaii.
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Hopefully not too far off topic, but what about reduced demand by Canadian travelers?
With airfare, exorbitant hotel pricing, rental cars, parking, resort and other added fees, a Hawaii vacation often exceeds this average by multiples—making it far less competitive against other U.S. and global destinations. Enough Said!
The average cost for a spring break vacation is $5,325? We’ve already paid more than that for our upcoming Kona trip and haven’t even set foot on the island yet.
Hawaii is for the rich only. Way too many angry locals too.
Reality is beginning to bite. You can’t price gouge while simultaneously shaming guests without consequence.
Going to Kauai for 40 years I have timeshare and over the years I’ve gone from four weeks to one week. They just raised my maintenance fee 30% in this one year. I am unable to continue to go to my special island. I’m very fortunate to have been there for the last 40 years And I’m sad that I may have to give up my timeshare the Aloha Spirit I feel is still there with the people that reside there but it’s just becoming too outrageously expensive.
Aloha Barb, I feel your pain as maintenance fees at our timeshare share in Princeville on the North Shore went up almost the same amount! But on the bright side that works out to about $280 per night for a two bedroom, two bath with all the amenities and views of a traditional Hawaiian style luxury resort, so it’s still a bargain to us. Free parking and No Resort Fees!
What part of Hawaii is a major rip off and as a result has become “undesirable” for thousands of people who used to come here are you guys having trouble with?
Sad to hear this news, but not surprised. As many have correctly noted the return on the investment of a Hawaiian vacation is not what it used to be. Five hundred dollars plus for cookie cutter 2 and 3 star hotel rooms, ridiculously high rental car rates, and very high food costs, and ever increasing airfares, are hard to justify for an average American family. Not to mention the alarming decrease of the Aloha spirit that you used to feel the moment you arrived, now you actually have to look for. Very disappointing. Also the infrastructure and basic maintenance of public facilities is noticeably on a seemingly endless decline. All these issues add up over time to create a negative tourist outlook for the future.
I’m in the lucky crowd whose earnings have climbed. If people avoid Maui I’ll still be able to afford it and will relish in fewer crowds. But it’s still incredibly expensive, our family of 7 just spent nearly $10k for 5 nights. And that was using a car rental deal and eating on the cheap.
I have already put a down payment on a trip to Fiji this year. I skipped Hawaii in 2024, and I may skip it in 2025 as well. I just feel the bang for the buck isn’t there. And it’s not the flight costs that are keeping me away, the lodging rates are absurd.
I have a few critiques of this article:
1. “At the same time, hotel occupancy in some areas struggled despite persistently high room rates.” Despite?
2. “Hawaii hasn’t become any less magical or beautiful.” It’s not less beautiful, but the anti-tourist vibe has definitely taken a bite out of the magic.
My experience at the resorts has been increased prices with decreased value. Everyone seems to be cutting corners on quality. I understand everything cost more to run now. However When my resort experiences go from first rate to third rate for a higher price that’s no Bueno.
I have noticed there seems to be no aloha in Hawaii now. I was born and raised on the Big Island and still travel back frequently. I’ve been yelled at by volunteer “dolphin police” at various islands and have seen some pretty horrible animal cruelty. It is deeply troubling and sad to see what the islands have become. I’ll look to vacation elsewhere in the future.
Seattle IMO made the list because you can take the tram from Sea/Tac airport directly to Pikes place and downtown Seattle. No need to rent a car, pay parking, etc. Lower Hotel prices than Hawaii and two stadiums to explore. Don’t have to fly to get there and plenty of begrants and street acts like Hawaii. Hey everybody they didn’t name Seattle the “Emerald City” for nothing. Good luck Hawaii until you lower your prices you may never be in the top 10 again.
Well, the entire area is gorgeous too, with lots to do. We lived in the region for 5 years before moving to Hawaii (we’re in Texas right now), and we did So many things. Mt. Rainier is a beautiful daytrip, there are wineries nearby, incredible music and art communities, etc. The problem with the area is all the rain, which is pretty constant around spring break. I could see going there for summer, but not spring break.
We’re coming later this month! Glad we can make it work again even though it is costing more than ever before.
Hawaii is still on my list of places I return to, but I’m holding out this year until I feel like I’m getting my money’s worth. Hopefully things shift back toward affordability soon.
Interesting that airfare isn’t as high as people expect right now. I found a crazy good deal from SFO to Maui. But once I started pricing hotels and rental cars? Yikes. I can’t make it work.
Agreed, the airfare isn’t the problem.
If the airfares are lower because they practice “yield management “ what’s the issue with hotels who have been using the same pricing model for years, in fact I’m pretty certain “yield management” started out in hotels and was adopted by airlines who have since perfected it! Yield management is basically the principle of charging more when you’re full and charging less when you’re not. If hotels in Hawaii are running half full, why haven’t prices come down accordingly! There’s an old saying in hotel marketing….”nothing loses its value faster than an unsold hotel room”! Perhaps the hoteliers in Hawaii need to go back to sales and marketing classes!
This might actually be a good thing. Maybe it’s time for Hawaii to take a breather and recalibrate how it wants to approach tourism going forward.
With so many in Hawaii reliant on the tourism industry for their income, that’s easier said than done.
Honestly not surprised. The beauty is still there, but the value just isn’t. It’s one thing to pay a premium, but when even basic not fussy things like parking and eating feel like a luxury, you start looking elsewhere
It’s heartbreaking to see Hawaii slipping off the radar like this. We’ve been visiting every spring break for many years, but this year we’re going to Costa Rica. The cost difference is just too big to ignore.
I am not sure where the cheap airfare is coming from? The traveller’s wanting to get out of the cold weather are not close to LAX or SFO on the west coast and all flights I have looked into are in the $800 range. That is my biggest reason for not making it to Hawaii and my son lives there and I want to visit him.
Agree, airfare is extremely high. Any good times on flights arev~1000 😳. Still shopping for late June. Room and car booked…..at high prices….airfare is painful now
The biggest problem with hawaii is airfares, are only cheap from West coast. And the rates for hotels on Maui have risen dramatically. And there’s absolutely no reason for it, except greed, trying to make up for the losses of the fires and Covid. ……………
And VRBO and AIRBNB are also insanely overcharging to please their mainland owners who can’t afford the condos they own on Maui………….
The State and Maui County taxes are absurd.
But the biggest ripoff is the high end hotels just stealing from guest because they can.
…………
But it will end if they don’t bring their insane rates down on Maui…………….
Waikiki in Oahu is still the most reasonable in all the Island’s.
I am a Maui resident and I am embarrassed by the insane prices by all resorts and rental car companies.
It is inexcusable.
Best time to visit here price-wise is early May right before school ends. And September after school starts for best rates.
Aloha🤙🏝
Try coming over from the east coast! I’d pay $800 in a heartbeat!
Simple solution: “Lower Da Prices”!!!
That is all.
Regarding average trip cost increases of 14%: I don’t think travelers are necessarily willing to pay more; they just don’t have a choice if they want to travel. Inflation is hitting people hard, so they’re often economizing elsewhere to make these trips happen, and that’s getting harder and harder to do as prices keep increasing and salaries don’t keep pace. As a result, there’s often no way many people can justify a Hawaiian vacation because they would have to economize even more, and that’s simply impossible. Even my family in inexpensive southern U.S. states are struggling with inflation’s hit on their budgets. For many, Any vacation is now out of their price range.
Cost. Cost. Cost. Hawaiʻi has gotten so expensive it’s not practical as a Spring Break destination any more. We just returned from our 18th trip to Hawaiʻi. Our rental car was over $1,100 for 12 days. I just reserved a car for an upcoming 12 day trip to Ireland for $350 total. I rented a car in Curaçao back in December for ~$200 for 5 days. Don’t even get me started on dining costs and hotel prices…
I don’t know how many of these warning signs are required before Hawaii figures out its pricing itself out of the market.
While we should be reducing accommodation costs and taxes, we’re raising them. Over 50% of rental car costs are taxes and fees now. Any time a financial need comes up, the government’s first response is “how can we make the tourists pay for this?” And a new fee is imposed or a tax rate increases.
When tourism collapses, remember – There were many warning signs.
IMO sum it up in two words “Big Ripoff”.
I dunno how Allianz gets their data, but Seattle making the list? 😭 I live in Seattle and this is no place for spring break. If it was Jul-Aug great but not March!
I’ll bet Hawaii is getting more spring breakers than Seattle even tho Allianz data says otherwise 🤷♂️
I live in Seattle, too. I agree that March weather isn’t usually great here but would point out that not all travelers want to go to the beach for spring break. The Allianz data just looked at travel over a certain period, not the purpose of said travel. Maybe people are just traveling to visit friends and family, for conferences or work, etc. Who really knows?