Fewer visitors came to Hawaii in September, but they spent more. A lot more. For Hawaii officials who spent years saying they wanted exactly this, it looks like mission accomplished. For many longtime travelers, though, it feels like something else entirely. That in spite of signs that moderation in Hawaii vacation pricing lies ahead.
State data released this week showed arrivals slipping about 2.5 percent compared with last year. However, overall spending increased by more than 8 percent to $1.54 billion. Daily spending jumped over 11 percent to roughly $270 per person. The average stay got a little shorter, which means the higher numbers came from higher daily costs, not longer vacations.
Hotel prices told a mixed story in September: statewide room rates stayed roughly flat at about $315 a night, but spending still climbed as visitors paid more for food, fees, and experiences beyond the room itself.
Visitors have been telling us this for months. One reader, Katie S., put it simply: “Higher prices across the board make the numbers appear to show Hawaii is getting exactly what it wanted. More money, fewer tourists.”
The loyalty shift.
The pattern showing up in the data is precisely what readers describe in our comment threads. For decades, Hawaii’s visitor base was built on repeat travelers who came once or twice a year, stayed for up to a couple of weeks, and spread their spending across the islands. Many of those travelers are now scaling back or leaving.
Renee, who has been returning for years, told us, “Every year we say maybe one more time. I don’t know if next year will still be that time.”
Others have already made the switch. Some are heading for Mexico, the South Pacific, Japan, or the Mediterranean, where they say they will find better value and a warmer welcome. “Japan has become our new go-to,” one reader wrote. “Better value, incredible hospitality. Hawaii could learn something from that.”
It’s a clear sign that Hawaii’s loyalty has a limit. The islands may be winning the revenue race, but losing the relationship that made people return again and again. That same message ran through earlier coverage in Hawaii Wanted Better Visitors. It’s Losing Its Best Ones, where readers described being priced out or worn down by what they see as a changing scene.
A different kind of welcome.
For many, it’s not just about price. It’s about tone. Travelers who have supported Hawaii for decades say the warmth they once felt has been replaced by mixed messages and extra rules. From higher parking fees to crackdowns on short-term rentals, the sense of invitation is different.
Paul K. summed it up bluntly: “The people who respected the islands most are quietly walking away while the ones treating it like a theme park still show up. That’s the real loss.”
That loss of connection is harder to measure than daily spending, but it may prove more lasting. Hawaii is getting the outcome it asked for: fewer visitors who spend more, but it’s starting to notice who those visitors actually are.
What’s happening on each island.
Maui remains the standout. Two years after the Lahaina fires, arrivals in September rose by more than 11 percent, while spending surged by nearly 20 percent. The comeback is strong, but uneven. Visitors are concentrating in South Maui while West Maui still struggles. Businesses that survived the downturn are finally seeing momentum, with premium properties holding firm even as some mid-range rates start to ease.
Oahu saw the opposite. Visitor numbers dropped around 5 percent, but spending still rose. That lines up with what travelers keep saying: Waikiki feels a bit calmer, while overall trip costs remain high even as hotel rates themselves have mostly leveled off.
Kauai and Hawaii Island moved ahead more quietly. Arrivals were nearly flat, and spending remained essentially unchanged. They remain the places where travelers can still find some breathing room and value if they plan carefully.
This same divergence showed up over the summer when both arrivals and spending slipped in July, as we reported in Peak Season Setback: Hawaii Visitor Spending Falls With Arrivals. The rebound in September shows Hawaii’s economy still depends heavily on visitors willing to pay high rates for fewer crowds.
The shorter trip pattern.
Although the official data shows only a slight decline in the average length of a vacation, travelers are clearly compressing their trips. They are keeping budgets the same but shortening their time on island. Ten days become seven. A month becomes two weeks. Even resident staycations are getting shorter, and where we might have spent a week before on Maui, now it will be just four nights.
Becky, a longtime reader, captured this new reality: “Hawaii is still worth visiting, but only if my expectations change, shorter stays, smaller places, less pressure to do it all.”
We’re hearing more stories like hers. Visitors are splitting time between a few nights at a resort and a few in a condo, or flying midweek to save on airfare. The trend lines confirm what we first noted in Hawaii Travel Shift Hits Fewer Summer Visitors, Record Spending: travelers are paying more per day, staying less overall, and rethinking how Hawaii fits into their plans.
When success changes the story.
Hawaii’s leaders have been open about their goal: fewer visitors, higher spending, and better management. On paper, that’s exactly what’s happening. But the emotional math tells a different story.
When visitors talk about what’s driving them away, it’s not just resort fees or restaurant prices. It’s the feeling that they are no longer wanted. Many are surprised by the negativity they encounter online or in person. Some understand the frustration and still feel torn about returning. Others have quietly moved on.
The irony is that Hawaii may have achieved its stated target just as its core audience begins to slip away. More money is coming in, but the loyalty that once defined the islands is leaking out.
What this means for travelers now.
If you’re planning a trip, expect the new normal. Prices will remain high, availability will depend on timing, and value will come from flexibility. Shoulder seasons offer a calmer experience and sometimes better rates, but even then, the sticker shock can linger.
Visitors who plan early, mix lodging types, and keep daily expectations realistic can still find the Hawaii experience they remember. It just requires more thought, more intention, and in many cases, a shorter stay.
As one reader said, “We still love Hawaii, but we’re counting days instead of weeks now.” That’s the tradeoff playing out across the islands.
The open question.
Hawaii is getting more money from fewer visitors, exactly what officials said they wanted. But the visitors who built decades of loyalty are still the ones walking away. Whether the new model can replace that emotional equity with transactional dollars is still unclear.
Have you shortened your Hawaii trips or just adjusted how you spend each day? Do quieter beaches make up for the higher costs, or are you looking elsewhere until the prices drop?
Photo Credit: Beat of Hawaii and Waikiki Beach.
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