What Hawaii Forest & Trail does

Hawaii Forest & Trail, Ltd. is a privately held, family-owned adventure tour operator founded in 1993 by Robert and Cindy Pacheco on the Island of Hawai'i (the Big Island). The company runs small-group, fully outfitted eco-adventures across five primary product categories: volcano tours (Hawaiian volcanoes, lava tubes, hidden craters, volcano-and-chocolate and volcano-and-waterfall itineraries), waterfall tours in the North Kohala countryside, Mauna Kea Summit & Stars stargazing experiences, Hakalau Forest birdwatching expeditions, and a tree-to-tree zipline (Kohala Canopy / Kohala Zipline subsidiary in Hawi). It complements this scheduled catalog with a Signature Series of private and custom 'ohana (family) experiences and group travel offerings. Tours are kept intentionally small (4-12 guests, minimum 4 to operate) and led by interpretive guides whose team holds over 100 years of combined experience covering Hawaiian ecology, geology, and Native Hawaiian culture.

The business is asset-light and content-led rather than technology-led. Core operating technology is a FareHarbor-embedded online booking system, standard GPS-equipped tour vehicles, and specialized adventure gear (trekking poles, parkas, blankets, reusable water bottles); a partnership with Google documented select trails via Google Trekker equipment for virtual exploration. Distribution is direct-to-consumer, with online and phone reservations plus walk-in inquiry at two physical locations (Kailua-Kona headquarters and the Hawi/Kohala Zipline headquarters, which also operates a small retail store for outdoor wear and GoPro accessories). Resort referral partnerships with Waikoloa/Kohala Coast properties serve as a supplementary B2B2C channel.

Revenue mechanics are predominantly one-time per-tour fees for fully outfitted experiences (equipment, meals, beverages included), with no subscription, licensing, or intermediation model. Discount programs target Kama'aina (local residents), AAA, military, and return guests, and Afterpay is offered as a buy-now-pay-later option. The company is privately held with no external institutional capital, is led day-to-day by President & COO Jason Cohn (appointed January 2020) with the founders remaining actively involved, and has built a long-tenure ESG profile through the Iiwi Conservation Fund (over $100,000 donated), a reusable bottle program (over 25,000 plastic bottles diverted annually), and a solar-powered headquarters.

Name

Hawaii Forest & Trail

Legal name

Hawaii Forest & Trail, Ltd.

Website

https://hawaii-forest.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

51–100 employees

Short description

Hawaii Forest & Trail is a privately held, family-founded adventure tour operator on Hawaii Island offering small-group, fully outfitted volcano, waterfall, Mauna Kea stargazing, birdwatching, and zipline experiences, plus private Signature Series tours, for Big Island visitors.

Ownership category

akta.pro rank

Product category

Eco-Adventure Tourism Services

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Hiking, Trekking & Backpacking Tour Operators (THAAADAA)

akta.pro secondary industries

Wildlife & Nature Interpretation Guides (Birding, Photography, Naturalist) (THAAALAE), Rainforest & Jungle Ecotourism Tours (THAAAEAF)

Keywords

• Eco-adventure tours
• Guided hiking tours
• Stargazing experiences
• Zipline adventures
• Birdwatching excursions

Headquarters

HQ city

Kailua Kona

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Adventure Tours: The company generates revenue through guided adventure tours on Hawaii Island, including volcano explorations, waterfall excursions, Mauna Kea summit and stargazing experiences, birdwatching adventures, and zipline tours. Tours are offered as fully outfitted experiences including equipment, meals, and beverages.
2. Private/Ohana Tours: Private family (ohana) tours and custom experiences for exclusive groups seeking personalized adventure experiences.
3. Signature Series: Luxury customized experiences designed for specific family or group requirements, offering tailored adventure itineraries.
4. Retail Sales: The Hawi headquarters location includes a retail store selling outdoor wear and GoPro cameras/accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Hawaii Forest & Trail is a guided adventure tour operator on Hawaii Island that sells small-group, fully outfitted eco-adventure experiences to visitors and residents. Its core offerings include volcano hikes, waterfall tours, Mauna Kea summit and stargazing expeditions, native forest birdwatching, zipline canopy tours, and customizable private tours. Each experience includes expert interpretive guides, equipment, meals and beverages, and access to remote or controlled-access natural areas in the Kohala, Hualalai, and Hilo regions.

Product overview

Hawaii Forest & Trail is a land-based eco-tour operator offering a portfolio of adventure tour experiences on Hawaii Island (the Big Island). The company operates multiple distinct tour categories including Volcano Adventures (volcano hiking, lava exploration, crater tours), Waterfall Tours (Kohala Waterfalls, Zip & Dip), Mauna Kea Summit & Stars (astronomy/stargazing experiences), Birdwatching Tours (Hakalau Forest), and Zipline Adventures (Kohala Canopy). The portfolio also includes Custom Experiences for private or tailored group adventures. Operations span two locations: Kailua-Kona headquarters and Hawi headquarters for Kohala Zipline. The company has been operating for over 30 years and focuses on small-group, fully outfitted eco-adventures with expert interpretive guides.

Differentiator

Problem solved

Functional benefit

Products and services

• Volcano Adventures Volcano-themed adventure tours exploring Hawaiian volcanoes, lava tubes, native forests, and diverse landscapes on Hawaii Island, including Volcano, Chocolate, & Waterfalls; Volcano Direct Hiking Adventure; Hidden Craters Hike; and Volcano & Waterfalls by Air & Land.
• Waterfall Tours Waterfall exploration tours in the North Kohala countryside, including Kohala Waterfalls Adventure and Kohala Zip & Dip experiences combining zipline and swimming.
• Mauna Kea Summit & Stars Experiences Summit and stargazing adventures journeying from sea level to the Mauna Kea summit, revealing the world-class clarity of the Hawaiian night sky with expert interpretive guidance.
• Hakalau Forest Birdwatching Adventure Premier birding tour exploring native Hawaiian forests for endemic honeycreepers and rare native flora, including access to restricted wildlife refuges not open to the general public.
• Kohala Canopy Adventure (Zipline) Hawaii Island's only tree-to-tree zipline experience featuring 8 lines, 6 sky bridges, and a rappel through the forest canopy in North Kohala.
• Custom Experiences / Custom Adventures Tailored private tours and Signature Series experiences designed for families or groups, offering personalized adventure itineraries with flexible scheduling and exclusive activities.
• Kohala Zipline Wholly-owned subsidiary operating a separate zipline and waterfall adventure experience in Hawi, North Kohala, including an on-site retail store with outdoor wear and GoPro camera rentals and accessories.

Quantifiable outcome

• Over 25,000 plastic bottles diverted from landfill and ocean annually through reusable water bottle program
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Private Landowners (Kohala, Hualalai, Hilo regions)coreStrategic or Co-development PartnerHawaii Forest & Trail has established partnerships with private landowners granting exclusive access to remote, pristine ecosystems in Kohala, Hualalai, and Hilo regions. These partnerships allow the company to offer off-the-beaten-path adventures to locations previously inaccessible to visitors, including private lands and controlled-access wildlife refuges. This exclusive access is a significant competitive differentiator.
• Mauna Kea Restoration ProjectminorStrategic or Co-development PartnerHawaii Forest & Trail guides volunteer with Mauna Kea Restoration Project for Palila bird surveys and conservation efforts, demonstrating commitment to habitat preservation and ecosystem research.
• Iiwi Conservation Fund Recipients (Local Non-profits)coreStrategic or Co-development PartnerThrough their self-started Iiwi Fund, Hawaii Forest & Trail has donated over $100,000 to local cultural and natural conservation non-profit organizations, building community relationships and supporting broader conservation efforts on Hawaii Island.
• Waikoloa/Kohala Coast ResortsminorGTM or Marketing PartnerHawaii Forest & Trail maintains partnerships with resorts along the Waikoloa/Kohala Coast for guest referrals and convenient pickup locations for tour participants staying at these properties.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• KapohoKineona Adventures: A Big Island adventure tour operator offering guided volcano and lava tours. Direct competitor for Hawaii Forest & Trail's volcano adventure category on the same island with overlapping customer base (visitors to Hawaii Island).

Broad incumbents

• Polynesian Adventure Tours: Long-established multi-island Hawaii tour company offering a broad catalog of sightseeing, volcano, and nature tours. Overlaps with Hawaii Forest & Trail on volcano and nature tours but operates across multiple islands and at larger scale.
• Roberts Hawaii: Largest Hawaii-based ground tour operator offering island-wide guided tours including volcano excursions. Comparable business model (guided tours serving visitors to Hawaii) but much broader portfolio and multi-island footprint.
• Natural Habitat Adventures: U.S.-based small-group nature and wildlife adventure travel company focused on conservation-led interpretation. Comparable in interpretive-guide-driven, small-group (capped) model and premium positioning, though geographically broader.
• Backroads: Established active-adventure tour operator running small-group hiking and biking trips. Comparable in small-group, fully outfitted, guide-led model and premium pricing structure, though operating across many global destinations.
• REI Adventures: Co-op-sponsored guided adventure trips emphasizing outdoor expertise and small groups. Comparable in interpretive, gear-included adventure travel, though at much larger scale and broader geographic mix.

Regional players

• Maui Hiking & Bike Adventures: Maui-based guided hiking and adventure tours that compete for the broader Hawaii adventure-tour market but on a different island, making them a regional rather than direct competitor to Hawaii Forest & Trail.
• Haw'i Volcanoes National Park Ranger Programs: National Park Service-operated ranger-led programs and talks on Hawaii Island. Comparable offering for visitors seeking interpretive volcano/nature education, but free/regulated rather than commercial; competes for the same customer mind-share for volcano tours.

Others

• Kohala Zipline (Wholly-owned Subsidiary): Hawaii Forest & Trail's wholly-owned zipline and waterfall-adventure sub-brand. Operates from the Hawi headquarters with its own retail and booking flow; included as an internal adjacent offering rather than an external peer.
• Hawaii Activities & Attractions Association: Industry association representing Hawaii tour and activity operators. Peer only in the sense of shared regulatory/policy ecosystem that affects booking-distribution rules, sustainability standards, and access permits relevant to Hawaii Forest & Trail's operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/HawaiiEcotours
• YouTubeyoutube.com/user/hftchris
• Facebookfacebook.com/HawaiiForestTrail
• Instagraminstagram.com/hawaiiforest

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 Hawaii Forest & Trail