Maui Eyes An Image Refresh

by Shane Nelson
Last updated: 7:00 AM ET, Mon August 25, 2025

This article originally appeared in the August issue 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, a longtime Hawaii seller and president of boutique agency TerraMar Travel in Hemet, California, says Maui isn’t necessarily playing by those rules in 2025.

“Unfortunately, after the Lahaina fires a couple years ago, people just have this weird perception that all of Maui burned down,” she said. “We’re finding that bookings to Hawaii overall – and Maui, in particular – are just lagging. They’re way down.”

Shumway is still encouraging folks who are thinking about a festive season vacation on Maui to book as soon as possible, but she makes it clear the destination is operating a little differently this year.

"The hoteliers and even the airlines are offering some really good rates to try to get visitors there,” Shumway said, referring to supplier efforts to overcome the image problem Maui is currently facing. “One thing I’ve talked to my advisors about is making sure they understand Maui is a good value because of the discounts you can get for clients. There are lots of good hotel promotions out there: Stay seven but pay for five nights – that kind of thing.”

According to Kathy Takushi, owner of Maui-based Captivating Journeys, in years past, it was important to book Maui hotel rooms at least nine months out if you wanted to secure accommodations for clients during the festive season. But Takushi said she’s still seeing rooms available at nearly all the island’s most popular hotels and resorts.

“Even Four Seasons Resort Maui at Wailea is available, so that tells you something,” she said.

Like Shumway, Takushi noted that her business to Maui is down substantially this year, due in large part to the persistent belief among potential visitors that much of the island remains closed following the fires, or that travelers aren’t wanted.

“They are welcome to visit,” Takushi insisted, noting that tourism revenue is critical for the island’s recovery. “Maui is open, and visitors are welcome. So, I would say, please come to Maui.”

For Shumway, overcoming current misconceptions about Maui is the first part of trying to sell the destination right now, and she recommended using a map of the island to help change client perceptions in a matter of minutes.

“I show them how small that Lahaina area is on the map,” Shumway said. “And, while the fires were devastating to that community, they didn’t devastate the whole island. So, Maui is open for business; they want people to come. And they really want and need tourism to bring back their economy.”

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 also suggested that travel advisors hoping to learn more about operators who provide snorkeling, cultural and adventure tours on the island visit GoHawaii.com/Maui. The site also provides a list of voluntourism opportunities for clients interested in giving back during a visit.

Pletcher was quick to add that December through April is also humpback whale season in Hawaii, so clients vacationing on Maui during festive season have a wonderful opportunity to spot the majestic sea creatures.

“Our different sailing tour operators – from Sail Trilogy to PacWhale Eco-Adventures to Kai Kanani – all do whale watches,” she said. “But you can often see the humpbacks from the lanai of your hotel room very easily. It’s pretty incredible. They really do come here and put on a show.”

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