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How Generation Z Is Revolutionizing Hawaii Travel, Like It Or Not

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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?

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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.

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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.

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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?





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A 136kg body part was just found floating in the ocean in Hawai’i | Discover Wildlife

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A 136kg body part was just found floating in the ocean in Hawai’i | Discover Wildlife


Whale experts in Hawai‘i were astounded when they came across a whale placenta floating in the ocean and were able to pull it out of the water to study. 

The team from Pacific Whale Foundation were out on their boat when they saw something strange at the surface. At first, they thought it was debris but when they inched closer, they realised that they had stumbled up on something remarkable. 

The mysterious mass floating in the water was a whale placenta. Coming across a specimen like this is incredibly rare. “This tissue typically sinks quickly after being released from the mother,” says Jens Currie, Pacific Whale Foundation’s chief scientist. 

Although the birth must have been very recent, there was no sign of mother or calf nearby. “It is thought that mothers and calves move away rapidly after birth, likely to avoid any predators that may be attracted by the afterbirth,” says Currie. 

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Finding a whale placenta is an incredibly rare event. Credit: Pacific Whale Foundation – NMFS MMPA/ESA Research Permit #21321

The crew quickly collected the placenta, which included a “large portion of the umbilical cord” and brought it onboard their boat (under permits #27099 and MMHSRP #24359) to take it back to the lab for scientists to study.

“The placenta weighed approximately 300 pounds [136 kg], making it one of the very few occasions in which a fully intact whale placenta has been measured and weighed,” he says.

The opportunity to study a specimen like this doesn’t come around often so the researchers are excited for the rare opportunity to process the sample and collect important data. “Whale placentas represent an extraordinary biological archive, offering rare insight into maternal health and the conditions experienced by a developing calf,” says Currie. 

“This rare opportunity allows scientists to explore whale placental tissue in unprecedented detail, improving our understanding of reproduction and foetal development, and offering insight into environmental stressors that may affect whale populations later in life,” he adds.

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Whale mother and calf.
Whale mother and calf. Credit: Pacific Whale Foundation – NMFS MMPA/ESA Research Permit #21321

The team is working alongside scientists from University of Hawaii’s Health and Strandings Lab and Griffith University to study the placenta. The experts were careful to take only what they needed.

“Approximately one percent of the tissue was carefully subsampled,” says Currie. “The majority of the placenta has been retained intact and will ultimately be returned to the ocean, following both cultural and scientific protocols.”

Their analysis includes taking measurements, photos and samples to see if the tissue contains contaminants, such as microplastics, mercury and ‘forever chemicals’ (PFAS). 

“Placental tissue offers a unique opportunity to better understand how these substances are distributed within the body and the extent to which developing calves may be exposed to contaminants before birth,” says Currie. 

This finding isn’t just important for scientists. Taking a sample like this is a “sacred moment” in Hawaiian culture, so the team is careful to disturb the remains as little as possible. “We have a cultural advisor on staff and also work with a broader group of Indigenous cultural practitioners, Kiaʻi Kanaloa, who provide guidance and oversight,” explains Currie. “Any work involving bio-cultural materials is approached with care, restraint and respect.” 

In line with Hawaiian culture, the whale’s i’o (flesh) will be respectfully returned to the sea at the spot it was found, says Currie: “Kiaʻi Kanaloa has provided the cultural protocol for returning the placenta to the sea, including the development of a ceremony for us to carry out that includes [the ceremonial prayers] Pule Mihi [and] Pule ʻAwa, and [the traditional practice of offering gratitude called] hoʻokupu.” 

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Top image: Hawai’i. Credit: Getty

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Deadly crash shuts down H-1 eastbound in Aiea

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Deadly crash shuts down H-1 eastbound in Aiea


HONOLULU (HawaiiNewsNow) – Emergency responders are at the scene of a deadly crash on the H-1 Freeway.

The crash occurred at around 1:40 p.m. in the left eastbound lanes just before the Kaamilo Street overpass.

Emergency Medical Services said a 27-year-old woman was pronounced dead at the scene.

A 3-year-old boy was among four people hospitalized in serious condition. Two women, ages 23 and 55, and a 28-year-old man, were also listed in serious condition.

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Two men, ages 27 and 29, were hospitalized in stable condition.

At 2:18 p.m., the Hawaii Department of Transportation reported that eastbound traffic was being diverted to the Waimalu offramp.

Drivers were urged to exercise caution in light of first responders on the roadway.

Check our traffic flow map for the latest conditions.

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Shark attacks in Hawaii spike in October, and scientists think they know why

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Shark attacks in Hawaii spike in October, and scientists think they know why


“Sharktober” — the spike in shark bite incidents off the west coast of North America during the fall — is real, and it seems to happen in Hawaii when tiger sharks give birth in the waters surrounding the islands, new research suggests.

Carl Meyer, a marine biologist at the University of Hawai’i at Manoa’s Hawaii Institute of Marine Biology, analyzed 30 years’ worth of Hawaii shark bite data, from1995 to 2024, and found that tiger sharks (Galeocerdo cuvier) accounted for 47% of the 165 unprovoked bites recorded in the area during that period. Of the others, 33% were by unidentified species and 16% were attributed to requiem sharks (Carcharhinus spp.)



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