Pride of Maui
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.
- Company typePrivate
- Founded1983
- HeadquartersWailuku, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
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.
Pride of Maui firmographics
Firmographics- 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
Pride of Maui industry classification
Industry- 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
Where Pride of Maui is headquartered
LocationHeadquarters
- HQ city
- Wailuku
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Pride of Maui business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- 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.
- Private Charters: Customized private charter experiences for groups seeking exclusive use of vessels for personalized itineraries, including snorkeling, sightseeing, and special occasions.
- Wedding Cruises: Maui wedding ceremonies and receptions held aboard vessels, including customizable packages with floral arrangements, live music, photography, and premium bar service.
- 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
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Molokini Snorkel Tour - Classic 5-hour experience |
| One time/ perpetual license | Pay-as-you-go | 'Elua Luxury Molokini Snorkel Tour - Small-group premium experience |
| One time/ perpetual license | Pay-as-you-go | Maui Sunset Dinner Cruise - 2-hour evening experience |
| One time/ perpetual license | Pay-as-you-go | Wedding Cruises - Customizable ceremony and reception packages |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Pride of Maui product offering
Product offeringCore 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
Companies that use Pride of Maui
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
Pride of Maui technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Pride of Maui partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Better Business BureauminorBBB 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 BureauminorOfficial member of Hawaii's primary tourism promotion organization, providing visibility and credibility within the Hawaiian tourism ecosystem.
- FareHarborcoreEmbedded 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
Pride of Maui competitors and assessment
Company assessmentRegional 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
Pride of Maui social profiles
Digital presencePride of Maui financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pride of Maui leadership team
Management profileNumber of profiles
Pride of Maui funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pride of Maui M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pride of Maui
What does Pride of Maui do?
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.
Is Pride of Maui a public or private company?
Pride of Maui is a private company. It is classified as family owned and is currently operating.
When was Pride of Maui founded?
Pride of Maui was founded in 1983. It employs 11 to 50 people.
Where is Pride of Maui based?
Pride of Maui is headquartered in Wailuku, United States, in the North America region.
How does Pride of Maui make money?
Four revenue lines are on record. Tour Tickets are the primary driver. The others are private Charters, wedding Cruises and SNUBA Add-ons.
Who are Pride of Maui's main competitors?
Regional players on record are Holo Holo Charters and Fair Wind Cruises. Direct peers are Maui Classic Charters, Trilogy Excursions, Pacific Whale Foundation, Four Winds II, Sea Maui and Calypso Charters. Broad incumbents are Atlantis Submarines Hawaii and Red Sail Sports Hawaii.
Does Pride of Maui have an API?
No public API is recorded for Pride of Maui.
What industry is Pride of Maui in?
Pride of Maui's product category is Boat Tours and Ocean Excursions. Its primary akta.pro industry code is THAJAJAE, Snorkeling Tours & Reef Experiences, with a secondary code of THAJAJAA, Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching). Its NAICS code is 48721.