View the full presentation detailing campaign strategy, timeline, and participation opportunities.

Download marketing materials, brand guidelines, and promotional assets for industry partners HERE.

Program Details:

• Investments range from $250,000 - $1,000,000 for each partner.
• Promotion period: 1 June – 15 December 2025
• Booking period: 2025 and 2026
• Utilize integrated consumer-facing tactics, augmented by trade executions, that target high-intent travelers to drive business through the distribution channel.
• Require enticing consumer offers of a minimum 20% value (i.e. 5th night fee) to incentivize bookings.

Topline information on each partner’s plans:

• ALG/Apple Vacations
• Classic Vacations
• Costco Travel
• Delta Vacations
• Expedia
• Pleasant Holidays 

National Wholesaler/OTA Program

A variety of marketing initiatives from national wholesaler and OTA partners are running through December 2025. Sample creative assets include:

 
 
Direct Booking Program
To complement national wholesaler efforts, the Hawaiʻi Special Offers Program
features accommodations and activities across Maui Nui. The program is driving direct bookings through:

• Two flights of paid media (May-June and September-November) that direct consumers to the Special Offers page
• Targeted advertising to consumers in Hawai‘i’s top-producing markets 
• Compelling offers with a minimum 20% discount requirement 

Members can continue to submit and update offers.

Social Media Highlights

• Geo-targeted campaigns on Instagram, Facebook, YouTube, and TikTok drive traffic to the Hawai‘i Special Offers landing page. 
• Enhanced creative assets leverage existing content with stronger calls-to-action directing users to the Special Offers page.
• New Maui ambassador video series features respected local voices who address visitor misconceptions and share meaningful ways to support Maui's communities, including:
• Archie Kalepa and Napua Silva
• Cody Pueo Pata and Anna Kahalekulu 

Public Relations Highlights

• Editorial series with Maui journalist Chelsea Davis aired across major regional TV outlets (CBS LA, Portland FOX, Phoenix CBS, etc.) in September, featuring five segments: 
  • As ‘Chief of War’ brings global attention to Hawaii, Native Hawaiians urge respect for sacred places like Iao Valley 
  • Wailuku First Friday celebrates local vendors, talent, community 
  • Life returns to Lahaina’s Front Street 2 years after wildfires 
  • These mom-and-pop shops on Maui continue to thrive 100 years later 
  • Maui Tropical Plantation offers education and adventure 

• Maui press trip (11-15 Sept.) hosted journalists from Forbes, Fodor’s, Tripadvisor, and AFAR to experience Maui’s firsthand, generating coverage including:
  • Hawaii.com: The Ultimate Guide to Hawaiʻi Canoe Crops
  • Hawaii.com: The History of Poke
  • Hawaii.com: 3 Must-Try Restaurants on Maui – Editor’s Picks
• IMM LUX (1-2 Oct.) facilitated 92 appointments with top national publications, including Robb Report, Travel + Leisure, and Condé Nast Traveler.
• Entertainment Tonight’s “Maui Week” (10-14 Nov.) will feature dedicated daily segments showcasing Maui

Browse Market Insights for the latest visitor data.

Overall

• Maui island-wide occupancy increased 6.7 percentage points year-over-year in August 2025, while the Lahaina/Kāʻanapali/Kapalua region reached 61.2% occupancy (up from 50.8% in August 2024)
• Two consecutive months of growth with occupancy climbing 6+ percentage points year-over-year in both July and August, reversing a 1.7% decline in June

Direct Booking Program

• 82 Maui Nui offers (73 accommodations, 9 activities)
• 248 statewide offers (215 accommodations, 33 activities)
• 105M+ targeted impressions delivered through mid-October in Hawaiʻi's top-producing markets
• 222,000 clicks to the landing page, exposing travelers to partner offers

Social Media

• 29.3M impressions with 4.7M video views and 88.7K clicks to the Hawaiʻi Special Offers page
• YouTube keyword intent campaign drove 85% of traffic to the Special Offers page
• TikTok Top Feed activation is forecasted to reach 1.9M high-intent travelers and generate 5.2M impressions in the Los Angeles market

Public Relations

• Editorial series with Chelsea Davis reached 12M+ impressions across television, livestream, and social media, generating over $700,000 in earned media value.