Hawaii
How Generation Z Is Revolutionizing Hawaii Travel, Like It Or Not
Generation Z, born from 1997-2010, is fast reshaping the Hawaiian tourism landscape. Together with unique values, a deep-rooted social and digital prowess, and a desire for authenticity, this demographic is transforming the traditional vacation playbook in the islands. Here’s how:
Millennials, the generation that came before (1981-1996), were introduced to technology. Gen Z, however, has never known life before the Internet. They were born into a world of screens and smartphones.
Gen Z uses technology for everything from problem-solving to communicating. Since they are digital natives, they can spot marketing ploys and inauthenticity across multiple formats.
Gen Z makes up 21% of the U.S. population and spends more on travel than any other generation. Their spending power could increase by 48% by the end of the decade. Maybe you know some of them?
Role of Hawaii tourism in relation to Generation Z marketing.
The Hawaii Tourism Authority (HTA) has faced nearly universal disapproval regarding virtually all aspects of its performance. Despite these challenges, the HTA is beginning to align more closely with emerging travel behaviors and preferences, for example, those of Generation Z.
Whether by design or by chance, HTA’s recent initiatives seem to resonate well with this younger generation. Their focus on promoting authentic Hawaiian cultural experiences, supporting environmental preservation, and encouraging participation in local agriculture and conservation, seems to mirror the conscientious and immersive approach sought by young Gen Z. This alignment, perhaps serendipitously, offers an interesting perspective on how Hawaii may navigate its tourism future, ensuring that it not only meets the expectations of young travelers but also addresses the broader challenges facing the islands today.
1. Craving authentic Hawaiian experiences
Gen Z in Hawaii seeks to immerse themselves in genuine cultural experiences more than any other generation. This means moving away from typical tourist traps towards more meaningful engagements like small-group luaus with local families, overnight stays in traditional Hawaiian hale (houses), or hands-on preservation efforts with native flora and fauna. Their quest for authenticity is reshaping what it means to experience Hawaii.
Gen Z spends almost 9.5 hours daily online, including on social media. Platforms like Instagram and TikTok are frequently mentioned in Hawaii travel, and they appear to be at the very heart of Gen Z’s travel planning. Their “grammable” moments are more about showcasing hidden gems like the backroads of Maui or a less renowned hiking trail on Kauai.
This generation’s reliance on social media has the side effect of turning once obscure Hawaii gems into must-visit destinations, impacting both the environment and communities.
3. Pioneers of eco-conscious travel?
Sustainability isn’t more than a buzzword to those in Gen Z—it’s a way of traveling. They drive demand for eco-friendly Hawaii accommodations and tours that respect the islands’ delicate ecosystem. So, while the ubiquitous broadcasting of their finds may have a harmful impact on Hawaii, at the same time, they’re the ones who are choosing to support local businesses and farmers’ markets, joining beach clean-ups, and in some ways, setting new standards for responsible tourism in Hawaii.
4. Technology at their fingertips.
Gen Z visitors to the islands expect seamless tech integration into their Hawaii travel experiences. From AR tours of historic sites like Iolani Palace to VR surfing, hiking, and other experiences that they can engage with before hitting the actual locations, technology is making Hawaii accessible in very new and innovative ways. This expectation pushes local businesses to adapt swiftly to remain relevant to Gen Z.
5. The rise of flexible, spontaneous travel.
Thanks to an ethos of working and studying entirely remotely with great flexibility, Gen Z is likely to book a last-minute flight to Hawaii or head out for a spontaneous weekend on Maui. This spontaneity is a boon for businesses that, via apps and services offering last-minute deals, are becoming adept at facilitating this king of reshaping Hawaii travel.
6. Changing social dynamics.
Another prominent feature among Gen Z Hawaii travelers is going solo or with friends instead of family. In the islands, this shift aligns with accommodations like boutiques, hostels, or group-friendly rentals, as well as activities that cater to meeting new people, like hikes and other community-based events and workshops.
7. Value and experience in harmony.
While budget-conscious, Gen Z doesn’t hesitate to splurge on experiences that promise lasting memories, like helicopter tours over the Na Pali Coast or diving with manta rays. This dual approach has businesses rethinking how they package and market experiences and what value means to a younger traveler.
Through their evolving preferences and behaviors, Generation Z is not just visiting Hawaii; they are transforming it on the fly. They are compelling Hawaii to adapt to their distinct, digital-first, and eco-conscious travel ethos. Ready or not, Hawaii’s travel scene is changing, and Generation Z is surfacing at the helm of this change.
Do you see Generation Z remaking Hawaii travel for the better or worse?
Hawaii
Trade winds to bring sunshine and windward showers this weekend
HONOLULU (KHON2) — Heavy showers are moving through the islands Thursday night. The moisture is due to storm remnants from a former cold front. Trade winds are expected to push in a drier airmass into the islands this weekend, with drier than normal conditions through next week Wednesday.
Friday:
- Expect: Trade wind showers, mainly windward and inland areas of Maui County and the Big Island.
- Possible: Heavier showers on the Kona slopes of the Big Island.
- Chance of: Thunderstorms around Maui in the morning and on the Kona slopes in the afternoon.
Weekend:
- Expect: Enhanced trade wind showers, especially upstream of the Big Island and east Maui.
- Generally: Fair weather over Kauai and Oahu.
Next Week (First Half):
- Expect: Drier and more stable conditions statewide.
- Possible: Brief weakening of trade winds on Monday.
- Return of: Moderate trade winds on Tuesday.
Hawaii
ALICE Report: 1 in 3 Hawaii families considering moving away
HONOLULU (HawaiiNewsNow) – A new Aloha United Way report released today shows 1 in 3 Hawaii households considered moving away over the past year. Should the trend continue, it would have a devastating impact on our economy.
Hawaii’s high cost of living and lack of affordable housing mean more than half a million residents are barely scraping by.
That’s one of the findings from the 2024 State of ALICE in Hawaii report, which looks at the struggles of Asset Limited, Income Constrained, Employed households, known as ALICE.
First the good news: fewer Hawaii households are living in poverty — down to 12% versus 14% in 2022. ALICE households remained the same at 29%.
Advocates attribute the slight drop to government programs and increased minimum wages, but also more ALICE families are leaving the islands.
“180,000 people right now are considering leaving the state of Hawaii, from our workforce, from our younger families, our Hawaiian families, and that is something that we are deeply concerned about at Aloha United Way and of course, Bank of Hawaii and Hawaii Community Foundation.” said Suzanne Skjold, COO of Aloha United Way.
These working poor make too much to qualify for government aid and live paycheck to paycheck. Many are on the brink of financial crisis.
“This is absolutely critical, because affordability and just economic well being in our state is not where we need it to be,” said Peter Ho, Bank of Hawaii CEO.
So who is ALICE? They’re likely to be women or have children.
58% of native Hawaiians and 52% of Filipinos live under the ALICE threshold.
You’re more likely to be ALICE if you live on the neighbor islands. Maui is especially vulnerable, especially since the Lahaina fires.
“The people that are leaving hawaii are the people that can afford to leave their workforce and the people our engine. And if this continues, we’re going to have this hollow community where our engine is is just not there, right? And you’re gonna have very, very poor people, and we’re gonna have very, very wealthy,” said Micah Kane, President/CEO of Hawaii Community Foundation.
Advocates hope the report compels policymakers, businesses and community leaders to work together to reverse the trend.
“Employers will never be able to elevate wages and meet the cost of living requirements of this place,” Kane said. “Unless we come up with a host of very disruptive policies that drive down the cost of living, these people that are striking are going to leave.”
To fill gaps in services, Aloha United Way and other nonprofits are helping ALICE families access financial stability, affordable housing and higher paying jobs.
Honolulu Mayor Rick Blangiardi said he plans to lobby for ALICE-focused funding during this legislative session.
“We need to own this, all of us, and so from that standpoint this data becomes the argument you put on the table when you say we have to change,” Blangiardi said.
Some ways to ease the burden on ALICE families include tax credits, safety net programs, support for caregivers, mental health resources, debt reduction programs and financial incentives.
Read the full 2024 ALICE Report here.
Copyright 2025 Hawaii News Now. All rights reserved.
Hawaii
Turning trash into treasure: Hawaii nonprofit expands to strengthen sustainability
HONOLULU (HawaiiNewsNow) – As the debate over when and where to build Oahu’s next landfill continues, some are working toward phasing them out altogether.
Re-Use Hawaii is a local nonprofit organization that promotes sustainability and hopes to foster a circular economy through material reuse.
“The City & County of Honolulu announced plans for a new landfill, and this decision will shape Hawaii’s future in waste diversion and sustainability and directly affect our communities. At Re-Use Hawaii, we believe in less waste, more reuse,” said Executive Director Quinn Vittum.
The organization works to salvage reusable materials and return them to the community, and it’s the only licensed contractor in Hawaii providing deconstruction services.
“We aim to reduce waste by salvaging reusable materials, providing affordable resources to the community, and supporting green workforce development,” added Vittum.
Recently, Re-Use Hawaii opened a new location at Stadium Marketplace (4561 Salt Lake Boulevard) which was formerly Sack n Save, Castle Park.
“Our new location is three times larger than the previous warehouse in Kakaako, which operated for 18 years,” said Vittum. “It took approximately 260 truckloads to complete the relocation.”
A grand opening ceremony is slated for March 1.
Re-Use Hawaii plans to host sustainable businesses and other community groups that align with their mission.
In the meantime, the public is invited to come check out the new space Wednesday through Saturday from 9 a.m. to 5 p.m.
The nonprofit said it’s planning to open seven days a week sometime in February.
To learn more, click here.
Copyright 2025 Hawaii News Now. All rights reserved.
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