Maui Motorhomes

What Maui Motorhomes does

Maui Motorhomes is the premium motorhome rental brand of Tourism Holdings Limited (THL), a publicly listed New Zealand-headquartered tourism group that also operates Apollo, Britz, Mighty Campers and international brands CanaDream (Canada), Road Bear and El Monte (USA). The company rents self-contained recreational vehicles to leisure travelers across Australia and New Zealand through 13 company-owned branches — 10 in Australia (Adelaide, Alice Springs, Broome, Brisbane, Cairns, Darwin, Hobart, Melbourne, Perth, Sydney) and 3 in New Zealand (Auckland, Christchurch, Queenstown), most within 10 km of a major airport and several offering complimentary airport transfers. Its core product is a fleet of six motorhome models (Ultima 2-berth, Ultima Plus 2+1-berth, Cascade 4-berth, Beach 4-berth, Sunset 6-berth, River 6-berth), all under two years old, equipped with kitchen, bathroom, linen and bedding, and supported by 24-hour roadside assistance and unlimited kilometres in NZ. Maui Elite is an upgrade sub-brand guaranteeing vehicles under one year old for an AUD$55/day premium.

The company monetizes primarily through daily vehicle hire rates (per calendar day) supplemented by tiered liability/insurance packages (The Low Road, The High Road at AUD$65/day, Value Pack at AUD$75/day, Platinum Pack at AUD$90/day for 26/27), long-hire discounts (8% off in Australia, 5% off in NZ for 21+ day bookings), and ancillary add-ons (extra driver fees, RV Essentials Kit, Linen Kit, Windscreen and Tyre Protection, Extended Roadside Assistance). Its go-to-market is direct-to-consumer: customers book online via booking.maui-rentals.com, by toll-free phone (AU 1800 827 821, NZ 0800 688 558, international 00 800 200 80 801), or in-branch, with the thl Roadtrip App providing post-booking engagement (camper show-through videos, navigation, campsite finder, dump-station locations and on-road support). A flagship loyalty partnership with Qantas Frequent Flyer (3 Qantas Points per AU$1 spent, valid through 31 March 2027) drives customer acquisition. Pricing is publicly disclosed on the website. Target customers are leisure tourists, families of four to six, and couples seeking flexible self-guided touring holidays across AU and NZ.

Established in 1982 with a headcount of 101-250 staff, maui sits above sibling Britz (mid-market) and Mighty (budget) within THL's tiered brand portfolio. Revenue and unit-level economics for the maui brand are not separately disclosed by the listed parent. Operating geographies are restricted to Australia and New Zealand, with seasonal closures during the wet season (1 December to 31 March) at Northern Territory and Western Australian branches. There is no independent funding history; maui is supported through THL's listed balance sheet.

Name

Maui Motorhomes

Legal name

Tourism Holdings Limited

Website

https://maui-rentals.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

101–250 employees

Short description

Maui Motorhomes is the premium motorhome rental brand of Tourism Holdings Limited, hiring self-contained recreational vehicles to leisure travelers across Australia and New Zealand through 13 owned branches, a 6-model fleet (2- to 6-berth), and direct online/phone booking with Qantas loyalty incentives.

Ownership category

akta.pro rank

Product category

Motorhome Rental Services

NAICS

Truck, Utility Trailer, and RV (Recreational Vehicle) Rental and Leasing (532120)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Motorhome / RV Rentals (Class A & Class C) (THADAIAB)

Keywords

• Motorhome rental
• Campervan hire
• Recreational vehicle rental
• RV rental services
• Leisure travel vehicles

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Motorhome Rental: Daily vehicle hire rates charged per calendar day. Rates include unlimited kilometres for 2WD vehicles in Australia, unlimited kilometres in New Zealand, free 24-hour roadside assistance, and fully equipped vehicles with linen, bedding, and kitchen equipment.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Maui Motorhomes rents premium recreational vehicles (2-berth to 6-berth motorhomes) to leisure travelers in Australia and New Zealand directly through its own website, phone reservations, and 13 branch locations. The fleet is maintained under two years old, comes fully equipped with kitchen, bathroom, toilet, shower, and linen, and includes unlimited kilometres and 24/7 roadside assistance. The offering is supported by the thl Roadtrip App for trip planning and online check-in for streamlined pickup.

Product overview

Maui Motorhomes is Australasia's leading motorhome rental brand offering a fleet of premium recreational vehicles for hire in Australia and New Zealand. The product portfolio consists of six distinct motorhome models ranging from 2-berth to 6-berth configurations: Ultima (2 Berth), Ultima Plus (2+1 Berth), Beach (4 Berth), Cascade (4 Berth), Sunset (6 Berth), and River (6 Berth). All vehicles come equipped with toilet and shower facilities, kitchen equipment, and linen. The fleet maintains vehicles under 2 years old, with a premium 'maui Elite' upgrade available for vehicles under 1 year. Additional products include the thl Roadtrip App for trip planning and support, Online Check-in for streamlined pickup, and liability reduction packages (High Road, Value Pack, Platinum Pack). The company operates 13 branch locations across Australia and New Zealand with 24/7 roadside assistance.

Differentiator

Problem solved

Functional benefit

Brands

• maui Elite: Guaranteed motorhome under 1 year on fleet available for an extra daily rate
• Ultima
• Ultima Plus
• Cascade
• Beach
• Sunset
• River

Products and services

• Ultima (2 Berth Motorhome) 2-berth motorhome with automatic transmission, toilet, shower, media screen, and storage designed for sports equipment such as golf clubs and fishing rods. Sleeps 2 adults. Available for travelers 21 years and older.
• Ultima Plus (2+1 Berth Motorhome) 2+1 berth motorhome designed for two adults and a child, with a third passenger seat positioned directly behind the driver. Includes kitchen, bathroom, toilet, shower, and media screen.
• Cascade (4 Berth Motorhome) 4-berth motorhome with innovative rear bed design featuring two double beds, slide-out cooker, kitchen, and bathroom facilities. Designed for families of four or two couples.
• Beach (4 Berth Motorhome) 4-berth motorhome with contemporary apartment-style design featuring warm neutral tones, enhanced front dining zone, apartment-styled kitchen utensils, and fresh linen. Sleeps 4 adults.
• Sunset (6 Berth Motorhome) 6-berth motorhome with three double beds, full bathroom with toilet and shower, reverse-cycle air conditioning and heating, and fully equipped kitchen with gas stove, fridge, and microwave. Under two years on fleet.
• River (6 Berth Motorhome) 6-berth motorhome designed for families with kids, featuring onboard entertainment screen, bigger fridge, high-quality crockery and wine glasses, hot shower, and spacious living area with awning.
• maui Elite (Vehicle Age Guarantee Upgrade) Upgrade option guaranteeing a motorhome under 1 year on fleet, available for an extra AU$55 per day (increasing to $57 per day from 1 April 2027). Sold as an add-on to any standard motorhome rental.
• thl Roadtrip App Mobile application providing camper show-through videos, CamperHelp how-to videos, campsite booking, navigation tools, and 24/7 phone support for motorhome renters. Available as a standalone product supporting the rental experience.
• Online Check-in Digital check-in system allowing guests to complete personal details, watch safety videos, read rental agreements, and add extra products before arriving at branch for pickup. Streamlines the pickup process.

Quantifiable outcome

• Earn 3 Qantas Points per $1 spent on eligible rentals
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core, flagship and minor.

• Qantas Frequent FlyercoreGTM or Marketing Partner · 27 September 2023Strategic loyalty partnership allowing maui customers to earn 3 Qantas Points per $1 spent on eligible motorhome rentals in Australia and New Zealand. Qantas membership required. Points credited up to 6 weeks after rental completion. Valid until 31 March 2027.
• Tourism Holdings Limited (thl)flagshipStrategic or Co-development PartnerMaui is a flagship brand under Tourism Holdings Limited (thl), the global leader in RV travel. thl connects maui to a worldwide network of trusted motorhome brands including Apollo, Britz, Mighty Campers, CanaDream (Canada), Road Bear and El Monte (USA). The partnership enables international expansion and cross-brand collaboration.
• Tiaki PromiseminorStrategic or Co-development PartnerMaui supports the Tiaki Promise, a commitment to sustainable tourism in New Zealand. The initiative encourages travelers to care for land, sea, and nature, tread lightly, travel safely, and respect culture. This aligns with eco-conscious traveler values.
• thl Roadtrip App PartnerscoreTechnology or IntegrationIntegration with fuel price apps (FuelPrice for Australia, Gaspy for New Zealand), campsite booking platforms, and offline navigation tools through the thl Roadtrip App ecosystem.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Star RV: Australia and New Zealand-based motorhome rental brand offering competitive premium RV rentals. Operates as a non-THL competitor in the same regional market with similar fleet age positioning, providing an external benchmark for maui's premium pricing.

Direct peers

• Mighty Campers: Budget-oriented THL sister brand offering campervans across Australia and New Zealand. Targets the same end-customer pool as maui but at lower price points with older fleet, representing the value-tier alternative in THL's brand ladder.
• Britz: Mid-market sister brand under Tourism Holdings Limited (THL) offering campervans and motorhomes in Australia and New Zealand. Directly comparable product portfolio (2-6 berth motorhomes) targeting the same customers with slightly older fleet positioning, making it the closest direct competitor within the same parent.
• El Monte RV: US-based THL-owned RV rental brand offering motorhomes across major US destinations. Comparable premium leisure RV rental positioning with international customer focus similar to maui.
• CanaDream: Canadian RV rental brand owned by THL, serving North American travelers. Operates as the Canadian leg of the THL network with a comparable premium RV rental model, providing a benchmark for maui's economics under different geographic conditions.
• Apollo Motorhome Holidays: Apollo is another THL-owned RV rental brand operating in Australia, New Zealand, and North America. Competes directly with maui for premium and mid-market RV rental customers with overlapping branch footprints and similar fleet models.
• Road Bear RV: US-based RV rental brand owned by THL. Offers motorhomes and RVs for leisure travelers with a similar premium positioning to maui, operating as the THL brand in the United States market.

Broad incumbents

• Hertz: Global car rental incumbent serving AU/NZ with passenger vehicles. While Hertz does not specialize in motorhomes, it competes for inbound tourists' ground transportation wallet and represents a broader mobility alternative for non-RV customers.
• Cruise America: Largest RV rental operator in North America offering motorhomes across the US and Canada. While geographically separate, Cruise America operates a comparable asset-heavy RV rental model targeting leisure tourists with multi-tier fleet offerings.
• Tourism Holdings Limited (THL): The publicly-listed parent company of maui, operating the global portfolio of RV rental brands. While not a direct customer-facing peer, THL's group-level financials and strategy directly shape maui's competitive context and capital availability.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/MauiMotorhomes
• Facebookfacebook.com/mauimotorhomes
• Instagraminstagram.com/mauimotorhomes
• Xx.com/mauirentals

Revenue estimate

Valuation estimate

Number of profiles

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 Maui Motorhomes