A Maui Tourism Rebound? Positive Signs Emerging For a Great Hawaii Destination + What’s New in Australia and Ireland

It’s been a tough year for tourism on Maui, but positive signs are emerging.

Virtuoso, a luxury travel agent network that books exclusive vacations around the world, said its sales for Maui resorts are up 4% for the first six months of the year. For the winter holiday or “festive” season, sales are up a whopping 66%.

A network spokesperson on Monday, Aug. 12 said that West Maui/Lahaina bookings are about 7% lower than Wailea, which makes sense given the incredible fire damage to Lahaina in August of last year.

“Even with the noticeable impacts on tourism to Maui, we are seeing a gradual increase in travelers to the destination,” Andrea Mue, Managing Director for Aqua-Aston Hospitality, said in an email. “Reports from Smith Travel Research show declines in year over year occupancy and rate, but more recently we are seeing gradual increases in demand for Kaanapali, indicating a positive outlook as efforts to restore Maui continue.

“Our properties have experienced similar trends, with occupancy rates rising.”

Aqua-Aston has seven resorts on Maui; five in the Kaanapali area and two in the Kihei/Wailea region. Neither area was affected by the fire that destroyed most of Lahaina on Aug. 8, 2023.

Some Maui tourism workers have said that many would-be visitors are still being scared away by reports that most or all of the island is closed. Others appear to have been reluctant to visit because of social media posts put up right after the fire that said tourists should stay home.

“Maui is open and ready to welcome visitors, but many locals, including our hotel staff, have lost loved ones and homes and are still recovering from this traumatic event,” Mue said.

But as the island continues to be restored as a safe and welcoming place for both travelers and locals, confidence among visitors is growing, she said.

“The lack of tourism post-wildfires has negatively impacted jobs, and many businesses are suffering,” Mue said. “By visiting the island, staying at local accommodations, dining at local restaurants, and shopping at local businesses, visitors can make a significant positive impact on the community’s recovery and economic stability.”

The Hawaii Tourism Authority recently said the average daily rate for Maui accommodations in June of this year was $370 USD.

The Aqua-Aston Kaanapali Villas on Maui, Hawaii.

But Mue said Maui and the state of Hawaii offer options for a variety of budgets, especially when it comes to families and larger groups.

“Rates at Aqua-Aston’s managed condominium resorts like Aston Kaanapali Shores are priced competitively and we have launched several promotional campaigns designed to capture demand during this softer period, targeting the most likely consumers to book including travelers associated with recovery efforts such as government and contractor workers,” she said. “Our condo-style accommodations provide all types of travelers with value and families especially appreciate having the comforts of home along with resort conveniences – from full kitchens and laundry units to private lanais and concierge service – making it easier to stay together and dine together.”

A look at their website found a hotel room at Aston Kaanapali Shores later this month for $390 USD per night, including breakfast. That rate doesn’t include taxes, which run about $95 per night. The website showed 10% discounts for seniors, and automobile club members, as well as military and local resident rates.

Mue said Maui is looking for responsible visitors.

“When visiting Maui, it’s important to “travel pono”—to travel with respect and sensitivity. We encourage visitors to support local businesses, engage in sustainable tourism practices, and experience the destination with respect and aloha. Travelers can support recovery efforts by volunteering their time or donating to organizations actively involved in rebuilding and revitalizing the community, such as Nā ʻAikāne, Lāhainā Strong, Kipuka Olowalu, Maui Cultural Land Trust, Aloha Puʻu Kukui, and the Lāhainā Restoration Foundation.”

I did some work with Kipuka Olowalu two years ago, helping get rid of invasive tree species in the pretty Olowalu Valley, just south of Lahaina.

Aston at Papakea Resort on Maui, Hawaii

Mue said Aqua-Aston has promoted mindful tourism in the past by leading Hawaii’s movement toward reef-safe sunscreen, eliminating 5.5-million single-use plastics from its operations, and providing cultural immersion experiences, such as our partnerships with the Honolulu Museum of Art and the Bishop Museum. (Both are terrific, by the way).

“After the wildfires, we also reviewed and made changes to our pre-arrival communications, informing guests about what to expect, especially since some areas, like Lahaina Town, remain off-limits,” she said.

“As time heals and recovery progresses, we anticipate travelers will continue feeling excited about travel across the Hawaiian Islands,” Mue added. We are dedicated to maintaining transparent communication with travelers, offering updates on which regions of the island are prepared for tourism.

“We remain focused on showcasing opportunities for travelers to engage with the local community, thereby supporting the preservation of both the land and its people for future generations.”

Aqua-Aston also has properties on O’ahu, Kauai and Hawai’i Island. I had a nice stay at the Aston Islander on the Beach in Kauai a few years ago.

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The StandardX Hotel in Melbourne, Victoria, Australia.

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