This article first appeared in the August edition of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
In years past, selling Maui vacations during peak festive season – the time around Christmas and New Year’s – meant following a pair of consistent rules: Book as early as possible, and advise clients that prices will be at a premium.
Rhonda Shumway has been a Hawaii agent for many years and is the president of a boutique agency. TerraMar Travel Hemet, California’s Maui doesn’t have to play by the rules of 2025.
She said, “Unfortunately, the Lahaina Fires two years ago gave people this strange perception that Maui was completely destroyed.” “We’re finding that bookings to Hawaii overall – and Maui, in particular – are just lagging. They’re down a lot.”
Shumway still encourages people who are considering a holiday season vacation to Maui to make a booking as soon as they can, but makes it clear that the destination operates a bit differently this year.
Shumway, who was referring to the efforts of Maui’s suppliers to improve its image, said that “hoteliers and airlines alike are offering really good rates in an effort to attract visitors.” “I’ve made sure to tell my advisors that Maui offers a great value for money because of the discounts available. There are lots of good hotel promotions out there: Stay seven but pay for five nights – that kind of thing.”
Kathy Takushi of Captivating Journeys in Maui says that it used to be important to book Maui hotels at least nine months ahead if you were looking to provide accommodations for your clients during the holiday season. Takushi says that there are still rooms available at all of the most popular resorts and hotels on the island.
The humpback whales visit Hawaii from December to April, when they breed and calve. Photo Credit: Joe West/Hawaii Tourism Authority
She said, “Even Four Seasons Resort Maui Wailea is still available. That tells you a lot.”
Takushi, like Shumway, noted that business in Maui has been down this year due to the belief that the island is still closed after the fires or that visitors are not wanted.
Takushi said, “They’re welcome to come,” noting the importance of tourism for the island. “Maui welcomes visitors.” Please come to Maui, is what I would like to say.
Shumway believes that the first step in selling Maui right now is to overcome the misconceptions people have about the destination. She recommends using a map to change clients’ perceptions within minutes.
Shumway explained: “I show the small area of Lahaina on the map.” “And while the fires devastated that community, they did not devastate the entire island. Maui wants people to visit; it is open for business. “They really need and want tourism to bring their economy back.”
Leanne Pletcher, director of public relations and marketing for the Maui Visitors & Convention Bureau, agreed, while noting that the standout activities and natural attractions that have always made Maui such a marvelous destination are available to visitors today. She recommended that travel advisors who are interested in learning more about operators providing snorkeling, culture and adventure tours to the island should visit GoHawaii.com/Maui. This site offers a list for those clients who want to give back while on vacation.
Pletcher said that Hawaii’s humpback whale breeding season runs from December through April. This means that clients visiting Maui in the festive season will have an excellent chance to spot these magnificent sea creatures.
“Our different sailing tour operators – from Sail Trilogy to PacWhale Eco-Adventures to Kai Kanani – all do whale watches,” she said. You can see humpbacks easily from your hotel room’s lanai. It’s incredible. “They really come here to put on a great show.”
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