What Trilogy Excursions does

Trilogy Excursions is a privately held, family-owned sailing and ocean-excursion company headquartered in Lahaina, Maui, founded in 1973 by Captain Eldon Coon and his wife Jeannette following a 1969 shipwreck in Alaska. The company operates a fleet of six custom sailing catamarans (55-65 ft, including the sloop-rigged Trilogy Elua) departing from four harbors — Maalaea, Lahaina, Kaanapali Beach, and Manele Harbor on Lana'i — to deliver guided snorkeling, sunset sail, dinner cruise, whale watching, and SNUBA experiences. The company's flagship tour, Discover Lana'i, leverages a distinctive exclusive permit to land visitors at Hulopoe Beach, a globally ranked dive site on Lana'i; the firm is additionally the longest continuously operating sailing company in Maui and is now in third-generation Coon family ownership. After operational disruption from the 2023 Maui wildfires, Trilogy has returned to Lahaina Harbor with a new catamaran and reintroduced community whale watches in 2025-2026.

The business runs a direct-to-consumer go-to-market: customers book through sailtrilogy.com or by phone (8am-5:30pm HST window), with no third-party reseller dependence. Revenue is generated primarily through tour ticket sales across six snorkeling products, three sunset sail products, two dinner sail products, seasonal whale watching, SNUBA add-ons, and private charters for groups of 2-350 passengers (wedding, corporate, special events). Secondary streams include a physical and online retail store (merchandise, reef-safe sunscreen), gift cards, and coordination fees on wedding and event charters. The company is exclusive distribution partner with Sheraton Resort Maui for Kaanapali parking validation and maintains formal channel partnerships with hotel concierges across Kaanapali and West Maui.

Operationally, Trilogy rests on three distinguishing assets: (i) the Hulopoe Beach landing permit — a regulatory access right competitors cannot replicate; (ii) the Blue'Aina Conservation and Education program, a monthly reef-cleanup and education series funded by $1,000 corporate sponsorships per event and rotating non-profit beneficiaries (Hawaiian Islands Land Trust, Surfrider Foundation Maui, Hawaiian Islands Humpback Whale National Marine Sanctuary, Maui Ocean Center Marine Institute, and others); and (iii) brand and storytelling equity earned over 52+ years, validated by a 2019 Emmy Award for its 50th anniversary film and the 2017 Hawaii Ecotourism Association Tour Operator of the Year award. Certification credentials include NOAA Dolphin SMART compliance and biannual Hawaii Ecotourism Association certification.

Name

Trilogy Excursions

Legal name

Trilogy Excursions

Website

https://sailtrilogy.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

101–250 employees

Short description

Trilogy Excursions is a family-owned, third-generation sailing operator founded in 1973, running a fleet of six catamarans from four Maui and Lana'i harbors to deliver guided snorkeling, sunset sails, dinner cruises, whale watching, private charters, and the Blue'Aina conservation program for visitors, families, couples, and corporate groups.

Ownership category

akta.pro rank

Product category

Marine Tourism and Sailing Excursions

NAICS

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

SIC

Water Transportation (4400), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Snorkeling Tours & Reef Experiences (THAJAJAE)

akta.pro secondary industries

Private Charters & Yacht Experiences (Crewed, Bareboat, Day Charters) (THAJAJAB), Marine Wildlife & Birding Cruises (dolphins, seals, seabirds) (THAAAIAD), Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA)

Keywords

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

Headquarters

HQ city

Lahaina

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tour Tickets: Primary revenue from ticket sales for snorkeling tours, sunset sails, dinner sails, SNUBA diving, whale watching, and private charters. Tours range from half-day to full-day experiences departing from Maalaea, Lahaina, and Kaanapali harbors.
2. Private Charters: Private charter bookings for groups from 2 to 350 passengers. The Groups Department handles corporate events, weddings, and special occasions.
3. Retail Merchandise: Online Trilogy Store sells crew shirts, merchandise, reef-safe sunscreen, towels, and apparel. Physical retail location at 207 Kupuohi St, Lahaina.
4. Gift Cards: Gift cards available by monetary amount or by tour type through the website.
5. Wedding Services: Destination wedding coordination and hosting services aboard catamarans for wedding parties.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Trilogy Excursions operates a fleet of six custom sailing catamarans out of Maui harbors, selling guided ocean excursions to individual tourists and private groups. Its core offerings are six snorkeling tours (Discover Lanai, Discover Molokini, Discover West Maui, Discover Kaanapali, Lanai Adventure, Turtle Reef), three sunset sails, two Captain's Sunset Dinner Sails, seasonal Whale Watch tours, and Private Charters for groups of 2 to 350 passengers, complemented by retail merchandise, gift cards, and the Blue 'Aina conservation program.

Product overview

Trilogy Excursions is Maui's oldest sailing company (established 1973), operating a fleet of sailing catamarans offering ocean excursions primarily centered around snorkeling, sunset sails, and dinner cruises. The core product portfolio includes multiple named tour products: six distinct snorkeling excursions (Discover Lanai, Discover Molokini, Discover West Maui, Discover Kaanapali, Lanai Adventure, and Turtle Reef), three sunset sail options (Lahaina Golden Hour, Deluxe Kaanapali Sunset, Ma'alaea Sunset), two Captain's Sunset Dinner Sail options (Lahaina and Ma'alaea), seasonal Whale Watch tours, and SNUBA diving add-ons. Add-on modules include the Blue 'Aina monthly reef cleanup conservation program and special event sails like Fourth of July. The company also offers Private Charters for groups up to 350 and operates a retail store for merchandise and ocean-safe products. The Discover Lanai flagship tour distinguishes the company as the only operator with permission to bring visitors to Hulopoe Beach on Lana'i.

Differentiator

Problem solved

Functional benefit

Brands

• Blue 'Aina: Monthly reef cleanup and conservation program that pairs volunteers with corporate sponsors and nonprofit recipients to protect Maui's marine ecosystems. Each event includes a $1,000 donation to a selected nonprofit.

Products and services

• Discover Lanai Snorkel Flagship full-day snorkeling excursion sailing from Maui to Lana'i, featuring world-class snorkeling at Hulopoe Beach, gourmet beachside lunch, and sunset sail return. Differentiated by exclusive access to Hulopoe Beach.
• Discover Molokini Snorkel Early-morning snorkeling excursion to Molokini Crater with some of the best and most consistent water clarity in Hawaii, targeting snorkelers of all experience levels.
• Discover West Maui Snorkel Snorkeling tour along West Maui's coastline, with routes typically going north to Honolua Bay in summer or south to Olowalu in winter, paired with seasonal whale watching.
• Discover Kaanapali Snorkel Family-friendly snorkeling excursion departing from Kaanapali Beach with access to local reef sites and an optional SNUBA diving upgrade.
• Lanai Adventure Snorkel Adventure-focused sailing and snorkeling tour to Lana'i with enhanced activities beyond the standard Discover Lanai experience.
• Turtle Reef Snorkel Snorkeling tour focused on visiting turtle reef habitats to observe honu (Hawaiian sea turtles) in their natural environment.
• Lahaina Golden Hour Sail Late-afternoon sailing excursion departing from Lahaina Harbor with scenic West Maui coastal views during the golden hour.
• Deluxe Kaanapali Sunset Sail Premium sunset sailing experience departing from Kaanapali with elevated amenities and views of West Maui.
• Ma'alaea Sunset Sail Sunset sailing excursion departing from Ma'alaea Harbor with views of Maui's coastline and West Maui Mountains.
• Lahaina Captain's Sunset Dinner Sail Sunset dinner cruise departing from Lahaina Harbor featuring a 5-course meal prepared by Kapena's Wood Fired Kitchen.
• Ma'alaea Captain's Sunset Dinner Sail Sunset dinner cruise departing from Ma'alaea Harbor with full dinner service and scenic ocean views.
• Whale Watch Tours Seasonal whale watching excursions offered December through April, providing views of humpback whales in the Au'au Channel with naturalist guides and hydrophones.
• Private Charters Custom private charter services for groups of 2 to 350 guests, including corporate events, weddings, and special occasions; coordinated by the dedicated Groups Department with custom quote-based pricing.
• Fourth of July Sails Special Independence Day sailing excursion with patriotic festivities and views of Fourth of July fireworks.
• Trilogy Gift Cards Gift cards available by monetary amount or by specific tour type, redeemable through the sailtrilogy.com website for any Trilogy tour experience.
• Trilogy Retail Store Trilogy-branded retail storefront (online at shop.sailtrilogy.com and physical store at 207 Kupuohi Street, Lahaina) selling crew shirts, merchandise, reef-safe sunscreen, towels, and apparel.

Quantifiable outcome

• 95% of the time, Lanai snorkeling is world class
• +3 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

27 partnerships are on record, tiered core and minor.

• Skyline Eco-AdventurescoreGTM or Marketing PartnerOngoing corporate sponsor for Blue'Aina reef cleanup events. Multiple years of partnership including March events and voluntourism collaborations supporting ocean conservation on Maui.
• Maui Ocean Center Marine InstitutecoreStrategic or Co-development PartnerCollaboration on Trilogy's Blue'Aina program to restore Maui's Mother Reef through coral restoration and marine education initiatives.
• Hawaiian Islands Land Trust (HILT)coreOthersNon-profit recipient for Blue'Aina reef cleanup events. Receives $1,000 donation per event plus volunteer support for land-based and ocean conservation projects.
• Eyes of the Reef (EOR)coreOthersNon-profit partner for Blue'Aina educational workshops on coral health identification and monitoring. Provides expertise for citizen science programs.
• Punana Leo o MauiminorOthersHawaiian language immersion school non-profit recipient for Blue'Aina event sponsorship, supporting Hawaiian language and cultural preservation.
• Westin Nanea Ocean VillasminorGTM or Marketing PartnerCorporate sponsor for Blue'Aina coral health workshop events, supporting reef conservation education while engaging their guests in voluntourism.
• Montage Kapalua Bay HotelminorGTM or Marketing PartnerCorporate sponsor for Blue'Aina Lahaina Harbor cleanup events, supporting local community restoration efforts.
• Aloha Kayaks MauiminorGTM or Marketing PartnerCorporate sponsor for Blue'Aina reef cleanup events at Cliff House/Namalu Bay in Kapalua, supporting ocean conservation.
• American Reef CoalitioncoreStrategic or Co-development PartnerNon-profit partner for annual December Lana'i Blue'Aina ocean and land cleanup events, supporting marine debris removal and reef conservation.
• Wailea Community AssociationminorOthersCommunity partner for Lana'i Blue'Aina cleanup events, supporting local residents and visitors in conservation efforts.
• Fairmont Kea LanicoreGTM or Marketing PartnerLong-term Blue'Aina supporter for five years, specifically requesting annual Earth Day cleanup sponsorship. Supports reef conservation and sustainable tourism.
• Pacific Cancer FoundationminorOthersNon-profit beneficiary for Blue'Aina Mala Wharf cleanup events, combining reef cleanup with community charity support.
• Surfrider Foundation MauicoreStrategic or Co-development PartnerConservation partner with Trilogy's Conservation Director sitting on the board. Collaborates on ocean protection initiatives and reef cleanup programs.
• Hawaiian Island Humpback Whale National Marine SanctuarycoreStrategic or Co-development PartnerTrilogy's Conservation Director serves on the board. Partnership supports whale research, marine sanctuary education, and responsible whale watching practices.
• Hawaiian Wildlife FundcoreStrategic or Co-development PartnerNon-profit partner for Lana'i holo holo circumnavigation tours, participating in marine debris removal and fishing line cleanup from reefs during snorkeling excursions.
• The Nature ConservancyminorOthersConservation partner through Trilogy Conservation Director's involvement with Ecology Project International, contributing to marine research opportunities.
• Maui Cultural LandsminorOthersPartner with Trilogy Conservation Director's involvement supporting cultural preservation and traditional land management education.
• Polanui Hiu Community Managed Marine AreaminorOthersCommunity marine area partner through Trilogy Conservation Director's Ecology Project International involvement, supporting local marine management.
• Eat Less PlasticminorStrategic or Co-development PartnerPartner for ocean voyage with Trilogy's Blue'Aina campaign, supporting plastic reduction and ocean conservation initiatives.
• Kapalua ZiplinesminorGTM or Marketing PartnerBlue'Aina partner for combined land and ocean conservation activities, engaging their guests in reef cleanup voluntourism.
• Aloha Dollar StoreminorGTM or Marketing PartnerBlue'Aina corporate sponsor supporting community conservation events and reef cleanup activities.
• Xploration Awesome PlanetminorGTM or Marketing PartnerFilm crew featured Trilogy's conservation efforts in a Fall episode, showcasing Blue'Aina reef cleanup program to national audience.
• Kipuka OlowalucoreStrategic or Co-development PartnerAnnual Earth Day volunteer partnership for reef cleanup events. Trilogy helped remove 5 tons of plastic from Kaho'olawe Beach through this partnership.
• Lāna'i Culture & Heritage CenterminorOthersHeritage partner providing historical and cultural information about Lana'i for Trilogy's island tours and storytelling content.
• Pūlama Lāna'iminorOthersPartnership for Lana'i cultural education and heritage preservation, working with Lāna'i Culture & Heritage Center for island tour content.
• Old Lahaina LuauminorGTM or Marketing Partner50th anniversary celebration collaboration partner. Community event co-marketing supporting local Hawaiian cultural experiences.
• Sheraton Resort MauiminorGTM or Marketing PartnerParking validation partnership for Kaanapali tour departures. $15 parking with Trilogy validation at Sheraton parking structure.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Kaanapali Ocean Adventures: West Maui activity provider running snorkel sails, whale watches, and adventure tours from Kaanapali Beach — directly adjacent to Trilogy's Kaanapali departure.
• Pacific Whale Foundation: Maui-based nonprofit operating eco-certified whale watches, snorkel tours, and ocean conservation experiences out of Ma'alaea Harbor with a similar ecotourism positioning and target customer base.
• Quicksilver Charters: Direct competitor operating sailing catamaran snorkeling tours to Lana'i and Molokini from Lahaina, offering near-identical itineraries to Trilogy's flagship tours.
• Teralani Sailing Charters: Maui-based sailing catamaran operator running snorkel, sunset, and whale watch tours out of Kaanapali and Lahaina, targeting the same visitors-to-Maui segment.
• Alii Nui Sailing Charters: Maui luxury sailing catamaran operator offering snorkel and sunset dinner sails out of Ma'alaea Harbor, directly competing with Trilogy's premium tour categories.
• Sea Maui (Hula Girl): Maui snorkeling/whale watch catamaran operator offering similar ticket-priced excursions from the same harbors, with overlapping customer profiles.
• Pride of Maui: Large Maui-based whale watch and snorkel tour operator running catamaran excursions out of Ma'alaea, focused on comparable value-tier visitors.
• Boss Frog's Snorkel & Surf: Maui retail/snorkel shop operator with guided snorkeling tours to Molokini and Turtle Reef; serves the same visitor segment with comparable boat-day experiences.

Broad incumbents

• Atlantis Submarines Maui: Established multi-destination submarine and snorkeling tour operator covering broader Hawaii with packaged reef-viewing experiences; competes for the same tourist dollars in a different format.

Regional players

• Old Lahaina Luau: Adjacent Maui tourism operator selling destination-leisure experiences to the same visitor base; not a sailing competitor, but a typical co-marketing/cross-promotion partner for Trilogy guests.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/TrilogyExcursions
• Facebookfacebook.com/Sail.Trilogy
• Instagraminstagram.com/sailtrilogy
• Xx.com/sailtrilogy

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

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 Trilogy Excursions