Luxury travel isn’t dead. It’s being redefined. And Hawaii, once the gold standard for high-end vacations, now sits squarely in the middle of the shift. National research this month confirms what readers and editors have been saying here for more than a year: luxury is changing. The new term is “anti luxury,” and nearly half of American travelers now say that’s the kind of trip they want.
According to The State of the American Traveler study, 43 percent of Americans find anti-luxury travel appealing. And to some degree at least, Beat of Hawaii editors count ourselves among them. That number jumps to 59 percent among Gen Z and 53 percent among Millennials. But here’s the twist: 65 percent of Gen Z travelers still value upscale touches. They just want them to feel authentic. Meaning beats marble, and value beats veneer.
If you’ve ever felt like Hawaii’s travel experience has become more about fees than feelings, you’re not alone. Across hundreds of reader comments, the message is consistent. Visitors still want Hawaii, but they want it to feel worth it again.
Hawaii’s problem is that it has been chasing the opposite audience.
While 52 percent of travelers earning under $50,000 a year say they’re drawn to anti-luxury travel, only 37 percent of those earning over $200,000 agree. Hawaii has been placing a heavy bet on the second group.
Anti-luxury isn’t about roughing it. It’s about travelers seeking substance over status. They still want comfort, but they want it to feel earned and authentic. Think couples skipping a $1,000 resort night to splurge on a local guide or a family choosing meaningful days over showy nights.
When travelers say Hawaii feels too transactional, they’re not rejecting quality. They are rejecting the sense that quality has been replaced by markup. Readers have been describing this shift for months in stories like Hawaii’s new fees cross the line and the vanishing middle class of Hawaii travel.
The income gap Hawaii can’t ignore.
The study revealed a clear gap between what Hawaii markets and what most travelers actually want. Lower-income travelers were the most interested in anti-luxury experiences, while the high earners Hawaii targets were least interested. The islands’ current “premium visitor” strategy chases the group least likely to value what Hawaii truly offers: natural beauty, connection, and culture.
The visitors who built Hawaii’s tourism base are being priced out, even as they remain the ones most loyal to the experience Hawaii once promised. The math is brutal: Hawaii markets to the 37 percent who don’t want what it offers, while alienating the 52 percent who do.
This mismatch has been building across stories, such as Hawaii visitors loving the islands but hating what travel here has become.
Wellness travel: Hawaii’s missed opportunity.
A study linked to by Future Partners found that 65 percent of travelers consider wellness important in planning trips, and 43 percent actively seek experiences that support their physical, mental, or spiritual health. This is especially true for Millennials and women, the same groups Hawaii’s visitor mix relies on most.
Hawaii should own wellness travel. Sunrise swims, hikes through native forests, local produce stands, and quiet moments are built into daily life here. Yet, most hotels still treat wellness as a spa upcharge, rather than as a core experience. Anti-luxury travelers want wellness baked in, not bolted on.
The hotels that figure this out first, the ones that swap $200 spa treatments for complimentary sunrise yoga or guided trail access, will own the next decade of Hawaii travel.
We first explored Hawaii’s evolving definition of luxury in Hawaii Is Redefining Luxury Why Authentic Travel Is The New Trend, and this new data shows how that evolution is accelerating nationwide.
The comfort correction in the skies.
Airline loyalty changes and seat shrinkage only deepen this mood. Comfort now resides in the middle, offering premium economy, extra legroom, and transparency about what you get for the price.
These flyers are the same ones that choose smaller brands that feel honest. They’ll still pay for comfort, but they expect transparency and decency in return.
What younger travelers are signaling.
Gen Z and Millennials are leading the charge, with 59 percent and 53 percent, respectively, saying they prefer anti-luxury travel. But here’s the twist: 65 percent of Gen Z still value upscale touches; they want them to feel authentic.
Gen Z travelers are taking fewer trips than any other generation, just 3.3 in the coming year, but they’re the most optimistic about their future finances. Sixty-three percent expect to be better off next year, compared with 32 percent of Boomers. They’re not broke. They’re selective.
When Gen Z and younger Millennials come to Hawaii, they want real experiences that fit their values. They are allergic to pretense. They share their disappointments online, but they also reward authenticity when they find it.
How Hawaii can win back its visitors.
Anti-luxury travel is a direct reaction to that feeling. It’s a refusal to pay for detachment. Hotels and destinations that prioritize human connection, offer friendly check-in staff, provide thoughtful amenities, and maintain honest communication will win these guests back. It’s not about cheaper rooms. It’s about feeling that the experience and the price align again.
Nearly half of Americans, 47 percent, expect a U.S. recession within six months, up nine points from last year. Even so, 59 percent still plan to prioritize leisure travel in their budgets. That mix of caution and determination defines this moment. People will still travel, but they’ll be ruthless about value.
For Hawaii, that means the visitors are not gone. They’re simply choosing differently. They want transparency, respect, and experiences that feel like the islands they remember.
What Hawaii can do next.
If Hawaii tourism wants to thrive in the anti-luxury era, it needs to realign with what travelers are saying. Stop marketing aspiration and start marketing truth. Invest in the service experience, not just the structures. Simplify the costs and clarify the fees. Let visitors feel they’re part of something meaningful, not just a revenue target.
Small changes make a difference. Authentic greetings. Flexible cancellation policies. Honest communication about what’s open, what’s crowded, and what’s truly local. These are the new luxuries, and they cost almost nothing.
What travelers can do to make Hawaii worth it again.
If you’re planning a trip, focus on the version of Hawaii that still feels genuine. Visit during shoulder seasons, such as April through June or September through November. Book mid-tier accommodations that prioritize service over branding. Use points where you can, but spend on local experiences that remind you why Hawaii mattered in the first place.
Our tips found in How to visit Hawaii for less in 2025 and Ten ways to save money on Hawaii car rentals can help make it happen.
We’ve found ourselves shifting between both worlds on our own travels. On a recent South Pacific trip, in Rarotonga, we stayed in a simple beachfront Airbnb that was clean, quiet, and inexpensive, perfect for slowing down.
A few days later on Aitutaki, we splurged on what passes there as a five-star resort. It wasn’t perfect, but it had heart.
Then in Papeete, comfort mattered more, so we chose a larger, well-run resort before ending the trip in Bora Bora at a small lagoon-front rental costing a fraction of the luxury-brand over-water villas nearby. Each stop delivered something different, and not one of them felt like a downgrade.
That, in the end, is the point. Anti-luxury isn’t about rejecting the high end. It’s about choosing when it actually adds meaning, and when a clean room, a friendly face, and a view that stops you mid-sentence are worth far more than another champagne check-in. (Beat of Hawaii editors).
The bigger picture.
Anti-luxury isn’t a rejection of Hawaii. It’s a reset of expectations. It’s a sign that travelers want their trips to feel purposeful again. Hawaii, with all its natural and cultural gifts, should be the model for that. But only if it listens.
What’s your take? Share your best Hawaii travel tips, splurges, and savings hacks in the comments below. We’ll feature the most helpful ones in an upcoming guide and continue to highlight the places doing it right.
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Resorts and restaurants are no longer involved in Hawaiian culture. Rock and Country cover bands have taken over from the Hawaiian music that used to add so much to the feeling of being somewhere special. Hawaii is becoming just another Margaritaville. A warm destination that accepts Visa and MasterCard. The tourist areas feature high end stores that sell products you can find in New York and LA. Oh how refreshing!
Hawaii tourism has become greedy they’re all about the money I remember back 40 50 years ago you get off the plane and they put a lay on you and welcome you the Hawaiian music he’s playing all through the airports everything is personalized now it’s all about the money everything is so way overpriced soon as you get off the plane to get their hands in your pockets it’s all the greedy politicians here all they care about is their own well-being they don’t care about anybody else locals the tourists nobody except adding themselves on the back with raises and benefits I know I live here I first came to Hawaii in the 1970s moved here permanently in 2007 and I’d live to your part-time in between then but I can sure tell you it’s all about the money with the local and state government in tourism here and pretty soon they’re going to lose everything ask any government official state federal or local if they work two or three jobs like normal people to pay for living no they don’t
When the Mayor of your island dictates to the world, he wants to shut down seven thousand short term vacation rentals on Maui, the underlying message is, “we don’t really want you here.” It’s working!
It’s not shutting down tourism it’s giving locals housing. Hotels are for tourists, not our housing.
Wanna visit Hawaii stay in a hotel that’s why we have them
Thats the problem- We all have STVR in what is a resort. We don’t have the big-name hotel, nor is there one ownership. Each room and or unit is individually owned. We, the owners, get lumped into this disinformation. Not all of our STVRs are built for Local family living, as they are only 500 sq ft, have $ 1,500 HOA dues, and cost $ 6,000 a year in property tax because they are in the zone designated as STVR. We are just less costly than those corporate-owned hotels or those locations that pay for the branding of a name.
The Hawaii Taxes Especially on Hotels plus high Hawaiian taxes on Rental Cars & restaurants will kill the Golden Goose of Hawaii tourists. Tourists will find other Tropical Locations to visit. Sorry but fact is fact Hawaiian Taxes & site availability is not Friendly.
Hawaii residents generally want fewer but ‘higher quality’ and lower impact travelers who spend more. New fees are showing this more clearly. They are do not want more budget travellers. Budget travelers spend more time on the roads, impacting traffic, and at the beaches and parks, impacting residents’ use. Even the Ironman was split up as its impact to the local community as a two-day race got to be too much. But this is a double-edged sword as much of the state’s economy, jobs and income rely on tourism.
We just returned from 6 days on Oahu, @ The Aulani, flew in on AA & went home on SW with airfares & a car rental that were reasonable. We are Disney Vacation Club owners, which The Aulani is a DVC property. We were a party of 5 in a 2 bedroom unit. We ate out 3X’s, with most of out $$$ going to Target for groceries. We went all over the island & everyone was very genuinely nice to us. The biggest bill was the transient tax, which we split 5 ways. The magic of Hawaii is still here you just have to let it find you. Aloha!
The irony of this all is that Hawaii is trying to position itself as some unique unicorn when in fact “it’s another state”. I’ve had amazing vacations in USVI, Puerto Rico, etc for 1/2 or 1/3 of the price. Hawaii’s take on unique is wearing off. Until the clown show over there figures out math and alternate sources of income, the locals will suffer.
Locals don’t want tourists off the beaten path. Keep them in Waikiki and designated tourist areas. This authentic discover Hawaii tourism ruins local areas. The hoards of tourists on their discover hidden Hawaii vans getting dropped off at dangerous cliff side swimming areas or local beaches and hikes pisses off the locals. Keep em in Waikiki. And charge more per tourist so the state makes more money without increasing the number or visitors.
Agree 100%
This comment is some kind of biased joke. If you no longer want to be a part of the USA, as a State with USA support, you should try to break away.
Hawai’i Was taken from its people. Strong armed locking our Queen in her home. Forcing her to sign over her Land.
Hawaii wants only the rich to visit but wants anti luxury. IMO Hawaii just keeps flipping the table and reverses what they want so tourists can never know what to expect. Confused tourists are easier targets to take advantage of.
Charge when confusion exists just like Las Vegas. When in question the answer is simple. Just up charge. With all the rule and expectation changes who can even keep track? Not one thing in Hawaii makes any sense anymore.
On the anti-luxury experience: yes! In every way!
One major thing Hawaii can do to win tourists back is to stop taxing Hawaii Timeshare owners the nightly transient tax. We already pay high state taxes yearly on the deeds we own. Many of us are long time owners with 2 months or more. It’s double taxation and it’s pushing a lot of us away. I’ve been in love with and supportive of Kauai since 1975. I hope someone that loves Hawaii is listening🌺
Anti-Luxury Travel translates to we are broke, strapped with credit card and educational debt.
It’s the travel battle cry of an entitlement generation who have had everything handed to them by mommy and daddy.
Less of everything at 5x more cost.
I’m on what’s probably my last trip to Hawaii, for a long time, and just landed in Honolulu. The magic is gone Alaska has completely taken over everything terminal A is empty and all the Hawaiian wide-bodies are at C now, you can’t get into the Premier Club anymore, even with status, if you are not a Hawaii resident. It’s a shame, because Hawaiian was my favorite airline, but it’s been gutted it was a bittersweet flight as the Boston route, which I flew in on, is gone in a month.
For the majority of Hawaii visitors, a meaningful vacation begins by being affordable, and that means that hotels and resorts are not an option. Having breakfast or watching the sunset from your own vacation rental lanai is a memory for many of us,and thanks to stvr’s being outlawed, no longer a possibility. This article caters to those who stay in resorts/hotels, so you’ve lost much of your audience right there. We used to spend Christmas holidays in Maui with our sons- it was our family gift to each other. Our most treasured memories are of attending Christmas Eve services at a waterfront chapel in Kihei, with hula performances and candlelight, to the sound of surf in the background. We won’t be making anymore memories on Maui, because we simply can’t afford to.
Maui is the only place with a STR ban. The other islands may have made some noise, but it is only law on Maui.
I let that fear of booking and losing the ability to drive me to Molokai instead of Maui this summer. I think it is reasonable for people to be worried for a while. But in the long run, this will pass. There is no way the law stands. It’s over 40 years old. At that point, the law is squarely a taking under the 6th Amendment, and Maui will lose. The landowners will be made somewhat whole and the lawyers will become richer.
There Is No STR Ban On Maui! Why are you saying that?
All existing STRs on Maui are in operation. Current proposal is to have all of the STRs remain, at least for another 3-5 years. This is straight from Maui Council’s mouth (see current version of Bill 9).
Please stop spreading this completely false information.
Maui does not have a STR ban. Many vacation rentals remain legally open for business and will remain so indefinitely.
You might be thinking Oahu. Every island (county) has its own rules but Oahu currently has taken the hardest line. There are two sets of rules depending on certain dates and county permission- 30 days and 90 days. Enforcement is not consistent but is often driven by noise complaints. Hotel influence was able to force most people into their facilities and neighborhoods largely supported it. Working folks didn’t want to hear drunken parties until 2 AM. On the other hand, some families were only able to keep their homes if they rented out little Ohanas on their property. It remains controversial with regards to property rights.
STR are alive and well, and most of them are in actual resorts that were hotels, and each room was sold as fee simple property. Disinformation is out there, and most STR are in the proper tax zones. The ones that are not legal are not in a STR zone but were never prevented. Now, some of these illegal (not in a short-term rental tax zone) are being litigated. However, for the rest of us, we are alive and well, providing a wonderful stay in a resort on the beach at half the price of a chain hotel.
What island are you talking about, where there are illegal STRs being litigated?
Frankly, my GenX wants are pretty simple – a comfortable bed to sleep in (with a bathroom I don’t have to get dressed to get to from that bed), warm water to swim/snorkel in – preferably with colorful fish and Honu, and good food to eat that doesn’t totally trash my budget. And a sandy beach to lie down on when I’m not in the water.
Maui was pretty good at providing that, until the price of lodging went into orbit. Even Honolulu could do that fairly well – especially since I qualify to stay at the Hale Koa in Waikiki.
Most of the rest of it (the spa stuff) is completely optional. I’ve never been on the road to Hana, but I’ve been up to Haleakala twice – both of which were kinda foggy/cloudy. The last time we were there my wife and I rented a scooter at 808Moped and rode all the way around West Maui, partially in the rain – it was a blast.
There was an article in today’s Garden Island News that layoffs are starting as a result decreasing visitor numbers. I’m one of those who thinks we are probably going to have a recession in the coming year. Hopefully a short one.
One saving hack I’ve used is one I got from BOH. When renting a car, do it with cancelation. Then continue checking various sites over time to see if you can get a better deal. It really works.
One place I’m looking forward to seeing is the Talk Story Bookstore. They were in the process of moving from there Hanapepe location when I was last on Kauai. It’s a gem. They have old books, newer ones by local authors, hawiian music LPs and CDs and much more.
Luxury. Anti-luxury. Wellness. And the real vomit-inducer, “authentic.” All of it is performative window-dressing, and has nothing to do with Hawaii’s ills. Two big Hawaii problems are much more easily defined — and fundamental.
First, locals trying to blame visitors and tourists for everything, when the harsh truth is many problems are self-inflicted. This includes rampant drug use and abuse, alcoholism, crime and theft. It also includes disrespect of the land by locals, especially dumping trash and broken, rusted materials along Hawaii backroads. It’s not tourists abandoning refrigerators and rusted-out trucks.
Second, a single political party controls all of Hawaii government, at the state and local level. They will never stop the push for more taxes and more fees, looking to extract every last penny from anyone who dares book a flight to the islands.
Thankfully, visitors hold the ultimate ace card, one that cannot ever be defeated: apathy. Simply refuse to pay.
Couldn’t have put it better myself Jack, California policies have ruined Hawaii, and the locals like to blame everyone, but themselves! If you vote for the same people over and over again you’ll never get a solution.
Exactly! With more verbal and mean anti tourist postings on once nice FB pages, who wants to spend hard earned money to be blamed for everything. Maybe freedom from the USA for Hawaii would be best.
I agree that Hawaii is trying to force travelers to be something that many of them are never going to be and this is costing Hawaii dearly.
I do not agree that a “flexible” cancellation policy is an element of luxury or that I have some obligation as a host to allow guests to make reservations before they know if they can come and later cancel last minute when they can’t. Some travelers may want more flexibility than I can afford to give them and they are welcome to book elsewhere and let those owners eat the cost but this has nothing to do with “luxury”.
As a str owner, not in Hawaii, we have found a new scam of people renting hot dates, Holidays, then cancelling at the very last date to cancel, then re renting at a lower price, since the date is so close, and our price auto goes down.
Good to know. As a STVR owner I too have to put in stringent cancelation policy because years past those freud the system grab the best dates then cancel last minute leaving unable to fill the dates. People vacationing to the island typically plan, and last-minute bookings are always risky for me (normally, I opt for couch surfing, backpacking, and seeking budget appeal, a place to shower/shave, and do their red dirt laundry). They are usually the most difficult to please and pose the most significant risk of receiving a low rating. Simply put, they are horrid guests with zero aloha. They are the ones who give visitors and vacationers a bad name. They use and abuse property and the island’s Aloha at the expense of the locals and owners of STVR. You can never give them enough white towels, early check-in, and late check-outs. Free coffee, beach toys, and tagging along an extra guest. Painful
When it comes to visitors – we just can’t get it right! After reading after read after read that guests/visitors getting hit with high costs and now using language of semi luxury is appealing. Every time I lower my nightly rates which has the biggest view anywhere. It’s a small place sleeps 4 but perfect for a local appeal. I get hammered by a substandard star rating that kills my placement on Airbnb. I have to consider less desirables and that includes a 50 year olds wearing purple hair. I just get anger and impossible to please when offering bargains in paradise.