Pride of Maui

What Pride of Maui does

Pride of Maui is a privately held, family-owned marine tour operator that has run catamaran excursions from Māʻalaea Harbor on the island of Maui since 1983. The company conducts daily guided ocean experiences — including Molokini Crater and Turtle Town snorkeling tours, seasonal North Pacific humpback whale watching (December–April), sunset dinner cruises with live hula entertainment, fully crewed private charters, and wedding ceremonies aboard its vessels. The underlying asset base consists of two purpose-built catamarans: the 65-foot Pride of Maui (Coast Guard certified for 149 passengers, operationally capped at 100 for service quality) and the smaller custom-built ʻElua (capacity 40–49), which together form the production capacity for all product lines. An optional SNUBA add-on allows guests to dive to depths of approximately 15 feet via a surface-tethered air system without full scuba certification.

The business operates on a direct-to-consumer, all-inclusive pricing model with per-guest ticket prices ranging from approximately $148 for the sunset dinner cruise to $213–$288+ for snorkeling tours and private charters, covering meals, open bar, gear, and crew services. Distribution is exclusively through the company's own website (embedded with FareHarbor booking), phone reservations, and walk-ins at Māʻalaea Harbor, with secondary demand generation through Tripadvisor, Yelp, Google Reviews, a multilingual website (Chinese, French, German, Japanese, Korean, Spanish), seven social media channels, an email newsletter, and SEO-focused blog content. Customer segments are primarily individual tourists, families, destination wedding parties, and small private-charter groups. The legal operating entity is Marine Charters, LLC, with operational headquarters in Kahului, Hawaii and a registered office in Reno, Nevada; the company is privately held with no disclosed external investors, funding rounds, or parent company.

Name

Pride of Maui

Legal name

Marine Charters, LLC

Website

https://prideofmaui.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Pride of Maui is a family-owned, Maui-based catamaran tour operator running daily snorkeling, whale watching, sunset dinner cruises, private charters, and wedding cruises from Māʻalaea Harbor since 1983, serving individual tourists, families, and small groups.

Ownership category

akta.pro rank

Product category

Boat Tours and Ocean Excursions

NAICS

Scenic and Sightseeing Transportation, Water (48721), Tour Operators (561520)

akta.pro primary industry

Snorkeling Tours & Reef Experiences (THAJAJAE)

akta.pro secondary industries

Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA), Private Yacht & Luxury Boat Charters (With Crew) (THAJALAE), Guided Diving & Snorkeling Excursions (boat/shore trips) (THAAAIAB)

Keywords

• Ocean tour services
• Snorkeling excursions
• Whale watching tours
• Sunset dinner cruises
• Private boat charters

Headquarters

HQ city

Wailuku

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Tour Tickets: Primary revenue stream from selling tickets to scheduled snorkeling tours, whale watching tours, and sunset dinner cruises. All-inclusive pricing covers meals, drinks, gear, and amenities.
2. Private Charters: Customized private charter experiences for groups seeking exclusive use of vessels for personalized itineraries, including snorkeling, sightseeing, and special occasions.
3. Wedding Cruises: Maui wedding ceremonies and receptions held aboard vessels, including customizable packages with floral arrangements, live music, photography, and premium bar service.
4. SNUBA Add-ons: Optional SNUBA diving add-on available for additional fee during regular snorkeling tours, providing underwater breathing experience at 15-foot depth.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Pride of Maui is a family-owned ocean tour company operating since 1983 that provides guided boat tours departing from Māʻalaea Harbor on Maui, Hawaii. The company operates two catamarans—the 65-foot Pride of Maui (up to 100 guests) and the luxury 'Elua (up to 49 guests)—offering snorkeling tours to Molokini Crater and Turtle Town, seasonal whale watching, sunset dinner cruises, private charters, and wedding cruises with all-inclusive pricing covering meals, beverages, and gear.

Product overview

Pride of Maui is a family-owned ocean tour company operating since 1983, offering a portfolio of guided boat tours departing from Māʻalaea Harbor on Maui, Hawaii. The core product lineup centers on two main vessels — the 65-foot Pride of Maui catamaran (capacity 100) and the smaller 'Elua luxury catamaran (capacity 40–49) — serving a range of experiences. These include Molokini Crater and Turtle Town snorkeling tours (available in standard and luxury variants), seasonal whale watching (December–April), sunset dinner cruises, private charters, and wedding cruises. An optional SNUBA® add-on provides shallow underwater diving (up to 15 ft) on select snorkel tours. The company positions itself on vessel comfort, expert crew, eco-friendly practices, and all-inclusive pricing.

Differentiator

Problem solved

Functional benefit

Products and services

• Molokini Snorkel Tour A 5-hour guided snorkeling tour aboard the 65-foot Pride of Maui catamaran, visiting Molokini Crater and Turtle Town. Includes breakfast, BBQ lunch, open bar, snorkel gear, and flotation devices. Operates daily from 8:00 AM to 1:00 PM. Priced from $213 all-in per person. Targeted at tourists and families visiting Maui.
• 'Elua Luxury Molokini Snorkel Tour A premium small-group (up to 49 guests) Molokini snorkeling experience aboard the 'Elua luxury catamaran, featuring VIP seating, an air-conditioned cabin, and elevated onboard amenities. Operates Monday–Saturday from 7:00 AM to 12:00 PM. Priced from $288 all-in per person. Targeted at travelers seeking a premium Maui snorkeling experience.
• Maui Sunset Dinner Cruise A 2-hour sunset dinner cruise departing from Maalaea Harbor with a full dinner buffet, open bar, and live hula entertainment. Check-in at 4:30 PM (Oct–Feb) or 5:00 PM (Mar–Sep). Priced from $148.14 all-in per person. Targeted at couples, families, and visitors seeking evening ocean experiences.
• Maui Whale Watching & Snorkel Tour A 3.5-hour combined whale watching and snorkeling tour along Maui's coastline, spending approximately two hours on whale observation followed by a snorkel stop. Whale sightings are guaranteed January–March; otherwise a free re-watch pass is issued. Includes BBQ lunch and open bar. Targeted at seasonal visitors during whale watching season.
• 'Elua Luxury Whale Watch A luxury whale watching experience aboard the 'Elua catamaran, offering a premium small-group excursion to observe North Pacific humpback whales during the December–April migration season. Targeted at travelers seeking an upscale whale watching experience.
• Maui Private Charters Fully crewed private charter experiences on either the Pride of Maui (up to 100 guests) or 'Elua (up to 40 guests), with customized itineraries including snorkeling, whale watching, and bespoke event options. Targeted at corporate groups, families, and private party planners seeking exclusive vessel access.
• Maui Wedding Cruises Wedding ceremonies and receptions aboard Pride of Maui (up to 100 guests) or 'Elua (up to 40 guests), with customizable planning including food, alcohol, floral arrangements, live music, photography, and decorations. Targeted at couples planning destination weddings and vow renewals in Maui.
• Special Events Special event cruises including New Year's Eve celebrations and other occasions, offering private charter options for group events. Targeted at groups and private party planners seeking themed ocean celebrations.
• SNUBA Add-on An add-on underwater activity offered on Molokini snorkel tours that combines snorkeling and scuba diving. Guests breathe through a regulator connected to a surface-attached air tank, diving to a maximum depth of 15 feet for approximately 20–25 minutes under instructor supervision. Targeted at adventure-seeking guests on snorkeling tours.

Quantifiable outcome

• 4.7/5 average guest rating from verified first-party reviews
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Better Business BureauminorOthersBBB accreditation demonstrates Pride of Maui's commitment to ethical business practices and provides customers with confidence in the company's customer service standards. The accreditation is maintained through compliance with BBB standards.
• Hawaii Visitors and Convention BureauminorOthersOfficial member of Hawaii's primary tourism promotion organization, providing visibility and credibility within the Hawaiian tourism ecosystem.
• FareHarborcoreTechnology or IntegrationEmbedded booking platform used on prideofmaui.com for real-time tour availability, secure payment processing, and reservation management.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Holo Holo Charters: Kauai-based catamaran operator offering snorkel, whale watch, and sunset cruises — comparable product model and Hawaiian tourism focus, but geographically distinct from Maui.
• Fair Wind Cruises: Big Island snorkel and dive operator with catamaran-based ocean tours; similar all-inclusive product model and direct-to-consumer booking flow.

Direct peers

• Maui Classic Charters: Long-standing Maui charter and tour company running sailing, snorkel, and whale watching trips; comparable mid-market positioning and vessel-based offerings.
• Trilogy Excursions: Family-owned Maui operator since 1973 offering Molokini snorkel, whale watch, and sunset sailing tours out of Maalaea Harbor — directly overlapping with Pride of Maui's routes, product mix, and target customer.
• Pacific Whale Foundation: Maui-based nonprofit running eco-focused whale watching and snorkel tours from Maalaea Harbor with similar vessel fleet and seasonal product overlap; closest non-profit peer competing for the same guest segments.
• Four Winds II: Maui catamaran snorkel operator running Molokini and Turtle Town tours; comparable vessel size, family-friendly positioning, and departure infrastructure.
• Sea Maui: Maui catamaran tour company offering sunset dinner cruises, whale watching, and snorkel experiences — directly comparable product portfolio and Maalaea-area departure points.
• Calypso Charters: Maui operator offering private charters, snorkel tours, and whale watching aboard catamarans; competes for private charter and wedding cruise demand.

Broad incumbents

• Atlantis Submarines Hawaii: Established Hawaii tourism operator offering submarine and boat experiences; overlaps in marine sightseeing but uses a different delivery modality and broader multi-island footprint.
• Red Sail Sports Hawaii: Multi-island ocean activity provider offering snorkel, sunset, and whale watch tours; broader portfolio across islands gives overlap with Pride of Maui's core offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/prideofmaui
• YouTubeyoutube.com/prideofmaui
• Facebookfacebook.com/prideofmaui
• LinkedInlinkedin.com/company/pride-of-maui
• Instagraminstagram.com/prideofmaui
• TikToktiktok.com/@prideofmaui
• Pinterestpinterest.com/prideofmaui

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pride of Maui