Still Controlled: Maui’s Tourism Industry Is Dominated by Legacy Corporations—and They’re Turning Locals Against Each Other
The Big Five might sound like something from Hawaii’s past, but their influence is alive and well—just repackaged under new logos.
On Maui, major corporate players like Marriott, Hyatt, Hilton, and Blackstone (owner of major hotel assets in Hawaii) continue to dominate the tourism economy. Many of the resort properties you see in places like Wailea, Ka‘anapali, and (*Lahaina) are owned or managed by these massive corporations, which either directly inherited or benefited from land and political power passed down from the original Big Five legacy.
These hotel giants have enormous lobbying power. They fund tourism boards, consult with lawmakers, and have a huge say in shaping local regulations. And right now, they’re using that power to go after small, locally owned short-term rentals and Airbnbs.
What’s especially troubling is how they’re doing it.
They’re co-opting the housing crisis—a very real, very painful issue for working families—and spinning a narrative that blames small family-owned rentals for Maui’s housing shortage. It’s a clever move. By pointing the finger at locals renting out ohanas, backyard units, or inherited properties, these hotel corporations shift public anger away from themselves—despite the fact that they own and control vast swaths of land that could be used for affordable housing.
This manipulation creates division within the community. Neighbors begin blaming neighbors. Meanwhile, the corporations that charge thousands a night and hire lobbyists to fight regulation on mega-resorts get a free pass.
Let’s be clear: the problem isn’t local families trying to make ends meet by renting a studio or a bedroom. It’s the continued concentration of wealth, land, and tourism profits in the hands of a few powerful entities. These corporations didn’t just survive the post-plantation era—they evolved into luxury developers and resort empires. And now, they’re using the housing crisis as cover to crush grassroots economic independence.
We need real solutions—like regulation that distinguishes between corporate vacation rentals and local-owned operations, and policies that prioritize affordable housing on underused corporate land. But first, we have to stop letting billion-dollar hotel groups convince us to turn on each other.
It’s time to name what’s really happening. Maui’s economy is still controlled. And we deserve better.
To further illustrate the ongoing influence of legacy corporations on Maui’s tourism industry, let’s consider the following insights:
Corporate Dominance in Maui’s Tourism: – Marriott International: Operates multiple luxury resorts on Maui, including the Wailea Beach Resort and the Ritz-Carlton, Kapalua. – Hyatt Hotels Corporation: Manages the Hyatt Regency Maui Resort and Spa in Lahaina. – Hilton Worldwide: Owns and operates the Hilton Waikoloa Village on the Big Island, which also impacts Maui’s tourism dynamics. – Blackstone Group: Through its subsidiary, Extended Suites, owns and operates several hotel properties in Hawaii, including Maui.
Local Perspectives on Housing and Tourism: – Housing Affordability: According to a report by the University of Hawaii Economic Research Organization (UHERO), “The median price of single-family homes sold on Maui in February was $1.07 million; the median price for condos was $908,000.” This indicates a significant gap between local income levels and housing costs.
Community Concerns: Local activists have expressed concerns about the impact of short-term rentals on the housing market. For instance, a Maui resident noted, “The proliferation of short-term rentals has exacerbated the housing shortage, making it even harder for local families to find affordable homes.”
Corporate Influence on Policy: – Lobbying Efforts: Large hotel corporations have historically engaged in lobbying to influence policies that affect their operations. For example, the Hawaii Hotel Alliance, representing major hotel chains, has advocated for legislation favoring the hotel industry over short-term rentals.
Policy Impact: A Maui Now op-ed highlighted the importance of a balanced approach to housing, stating, “Our commitment is to a balanced approach that protects consumers, fosters fair competition, and promotes sustainable development.” This reflects the industry’s stance on regulating short-term rentals.
Community Division and Housing Crisis: – Manipulation of Housing Concerns: Activists argue that large corporations are using the housing crisis to their advantage. A local community leader remarked, “By framing the housing shortage as a result of local short-term rentals, these corporations divert attention from their own role in the housing affordability issue.”
Community Division: The Maui News reported that “The debate over short-term rentals has divided the community, with some residents blaming local hosts for the housing shortage, while others point to corporate ownership of large resort properties as the main issue.” This division hinders collective action toward solving the housing crisis.
Conclusion: The legacy of the Big Five corporations continues to influence Maui’s tourism industry and housing market. Their lobbying efforts and corporate strategies often prioritize profits over the well-being of local residents, exacerbating the housing crisis and creating divisions within the community. Addressing these issues requires a concerted effort to balance economic interests with the needs of Maui’s residents.
