I was sitting in my back yard in Toronto a little more than a year ago, enjoying a fine summer’s day while I wrote a travel story. Suddenly, there was a message from my sister on Facebook messenger.
“Such a shame about Lahaina.”
Five words that stopped me in my tracks.
I hadn’t turned on the news that day and wasn’t aware of the terrible fires that had gutted most of historic Lahaina on 08AUG 2024 and killed more than 100 people. I quickly started reading about the devastation, my mind going continually more numb as the minutes advanced. The photos were heartbreaking. The stories and video from fleeing residents were terrifying.
It’s been nearly a year since the tragic Maui fires swept through most of a town I have strolled through probably 100 or more times in my life. I’ve been visiting Maui for more than 50 years, and it remains one of my most cherished destinations.
The good news for advisors and would-be visitors is that the city is finally starting to rebuild. Almost all the debris has been removed from the burn zone in Lahaina, and construction has begun on at least a couple of new houses. In the historic centre of town, the world’s second-largest banyan tree is sprouting many new leaves following emergency, post-fire treatments.
Restaurants have reopened on the fringes of Lahaina, including Mala Ocean Tavern, a beautiful spot on the water in north Lahaina, and the wonderful Leoda’s Kitchen and Pie Shop, which is on the main road into Lahaina from the south. The renowned Old Lahaina Luau began running shows again in April.
Pretty much everything is wide open on Maui, except for most of Lahaina. I was there last November and things were pretty much normal everywhere I went. But there are still problems to confront for Maui tourism and for the island’s future, and answers aren’t easy to come by.
VISITS DOWN BUT PRICES UP
Preliminary statistics from the Hawaiian government show visitation is down sharply. At the same time, hotel prices have jumped significantly.
Stats for the first half of this year show 1,132 million visitors to Maui. That’s down 23.85% from the first half of 2023 (before the fires, of course) and 25.6% below pre-COVID-19 levels.
For June of this year, Maui hotel occupancy was at 57.5%. That’s 9.2 percentage points lower than June of 2023, and 23.1 percentage points below 2019.
The island of Kauai for June had an occupancy rate of 75.3%, while Hawaii Island was at 67%. For Oahu, occupancy for June was 85.2%. Which means Maui, and of course it's understandable, is faring considerably worse than its sister islands.
In June 2024, the demand for vacation rental properties on Maui was down 13.5% from June of last year and down a full 40.9% from June of 2019.
So, demand is down. But prices are high.
The Hawaii Tourism Authority says that, for the first half of the year, the average daily rate for a hotel in Hawaii was $370. That compares to $278 for New York City and $245 for Miami.
For June 2024, Maui County hotels reported an average daily rate of $563 per night. That’s actually down 9.7% versus 2023, but up 42.9% compared to 2019. An average rate of $563 a night is tough for most Americans. For Canadians, that works out to $780 CAD per night.
But rental units are considerably cheaper, and you can save money by cooking your own meals. HTA stats for June show the average rental unit on Maui was going for $380 per night. That’s up 63.8% from 2019, but almost $200 less per night than a hotel.
REDUCED AIRLIFT A DRAG ON TOURISM
Tetsuji Yamazaki, GM of the Sheraton Maui Resort and Spa and head of the Kaanapali Beach Resort Association, said business is decidedly slower this year. But a lot of that has to do with a lack of airlift.
“Direct flights to Maui are down about 17%” from last year, he said in an interview with Open Jaw.
The weak Japanese yen also has hurt the incoming market from Japan, much like the weak Canadian dollar hurts visitors from north of the border.
Prices are high, but there are valid reasons for that, said Yamazaki, who also is a member of the board of the Maui Hotel and Lodging Association.
“First, of course, I would say that the experience we have on Maui is priceless. I also would point out that, since COVID, the cost of nearly everything has gone up.”
Yamazaki said hotel prices are coming down, however, and that there is lots of promotion and discounting taking place for agents and would-be customers to check out.
“We have some limited time promotions at the Sheraton. Marriott Bonvoy members get emails about our specials of the week. You can also find deals at Costco.com or with Pleasant Holidays or Classic Vacations and other wholesalers.”
Business Insider says The Four Seasons in Wailea has removed all resort fees in order to encourage summer travellers and offers a complimentary kids' program in addition to free poolside cabanas.
Many hotels in the state participate in the Malama Hawaii program, which allows visitors to get a free room night in exchange for a couple of hours of volunteer work. I took part in a beach clean-up on Maui a couple years ago, and also helped clear some invasive species from the beautiful Olowalu Valley near Lahaina.
Gregg Nelson, general manager at Napili Kai Beach Resort, which is several miles north of Kaanapali, said the resort is consistently above the Maui occupancy averages. But they’re not raising rates for 2025, and they currently have an early bird special for next year that offers a fifth night free.
MIXED MESSAGING FOR VISITORS
Just after the fires, a noticeable number of Maui residents suggested that tourists should stay away. Actor Jason Momoa was one of those actively telling visitors to avoid the island.
But that was a year ago, and hoteliers say most Maui residents understand that respectful tourism is necessary to keep islanders employed.
“Though many residents of Maui are still dealing with the loss of property and loved ones, most recognize the need to increase tourism and are certainly welcoming guests back to West Maui,” said Napili Kai’s Nelson.
The Hawaii Tourism Authority has launched a campaign called “The People, The Place, The Hawaiian Islands,” which features lovely videos and helps customers decide what kind of traveller they are, such as culturally curious, or eco-conscious. They then can explore the main islands to see what kind of vacation they might want to try.
“The best way to support Maui’s recovery is for travelers to visit,” HTA says in the Maui section of its main website. “Maui’s economy depends on a robust visitor industry and there is still plenty to see and do that is away from the fire-effected areas of Lahaina Town. Maui is ready to welcome you, however, we urge visitors to be especially respectful and mindful…”
“Maui is a resilient community, and our aloha spirit radiates brighter than ever as we joyfully welcome travellers…,” said Angela Vento, General Manager of Marriott’s Wailea Beach Resort. “There has never been a more perfect time to immerse yourself in Maui’s rich and vibrant culture while championing the incredible local businesses that form the heart and soul of our island.”
Josh Hargrove, general manager at the Westin Maui Resort & Spa, Kaanapali, told Travel Age West that vacationing hotel guests have, in many ways, helped staff members simply by returning to the property.
“Come have an amazing time on Maui; celebrate your life occasion, have a blast,” he said. “While you’re here, you’ll help the community, and then when you go back, and you tell your friends about the great time you had, you’ll also be helping the community. All we need you to do is just come and have a wonderful time with us.”
“It’s healing, and our visitors are part of that process,” Hargrove explained. “That’s part of what is helping everyone get through this. It’s that normalcy, it’s that stability, it’s relationships. All of that is healing.”
TOURISM AND ECONOMIC DIVERSITY
In an interview with civilbeat.org, Rep. Elle Cochran, who represents part of Maui in the state of Hawaii’s House of Representatives, said it’s people who created the community and culture of Lahaina. If they don’t return, the harm will be irreparable.
“Many don’t understand that it’s not the beaches and tourist attractions that make Lahaina special — it’s the people, our community and our local culture,”, she said. “So, knowing that there is a plan might give them hope. They’ve already been through so much, and I want them to have one less thing to worry about.”
One Maui hotel executive told me she recently flew to the U.S. mainland to help get the message out that Maui is open.
“I told everyone I met that the island is open and that they should please come. I told them I don’t even care if you stay with us, just come.’”
Yamazaki said it’s important for customers and travel advisors to keep a sense of perspective. He doesn’t want to minimize the pain and destruction and loss of life in Lahaina, but he noted the town is only part of what made Maui such a beloved destination for so many people for so many years.
“Kaanapali Resorts were not impacted by the fires,” he said. “Wailea and Kihei were not impacted. If visitors come they can have exactly the same experiences they had before from hotel and resorts. They’re all open. Spas are open. Facilities are open. You just can’t visit Lahaina.
“We’re just waiting for people to come. Whoever they are.”
GENERAL MAUI INFORMATION
https://www.gohawaii.com/islands/maui
HAWAII TRAINING PROGRAM FOR ADVISORS
https://education.agents.gohawaii.com/learning-paths/hawaii-destination-training-learning-path
THINGS TO SEE AND DO ON MAUI
Open Jaw's Jim Byers has been to Maui more than 30 times. Here are some of his top things to see and do.
LOOK FOR AUTHENTIC HAWAII BUSINESSES
The Hawai‘i Tourism Authority has introduced a program called Qurator, which is the official mark of excellence for Hawai‘i-based and operating businesses. Qurator guides visitors to Hawaii products and experiences that incorporate responsible tourism practices, while adding value and recognizing those businesses for their positive contributions to the environment, community and economy. “Qurator isn’t just a stamp of approval,” said Mufi Hannemann, HTA board chair. “It speaks to a set of brand values for the Hawaiian Islands, that we care deeply about our land, our people, our culture, and our guests. It’s a recognition of the interdependent relationship between businesses, visitors and our broader local community.”
