Sea Maui

What Sea Maui does

Sea Maui is a privately held ocean tour operator based in Lahaina, Maui, founded in 2015 and operating a small team of 1-10 employees. The company runs daily catamaran excursions from Ka'anapali Beach through its on-site kiosk at Whaler's Village Shopping Center, targeting tourists and visitors to West Maui across three primary product lines: snorkeling tours (Half-Day West Maui at $176, Afternoon West Maui at $165, and Express Snorkel at $142), sunset cruises (Sunset Dinner Cruise at $154, Sunset Cocktail Cruise at $115, and the cultural 'Ike Maui Dinner Sail at $189), and seasonal whale watching ($103, December 15 to April 14). A private charter program on Sea Maui II and Sea Maui III accommodates up to 48 passengers at $1,600-$2,000 per hour with minimum duration requirements, serving weddings, corporate events, and group celebrations.

The business model is direct-to-consumer ticketing through the company website (FareHarbor-integrated) supplemented by distribution on TripAdvisor, Yelp, KAYAK Guides, and partner activity referrals. Pricing is per-transaction (unit pricing) with pay-as-you-go billing across all product SKUs. There is no proprietary software, no app, no API, and no disclosed AI or data capabilities; the technology stack consists of a website CMS, FareHarbor booking, a Shopify store for branded merchandise (Sea Store), and standard social media channels. Differentiators include beach-loading catamarans, chef-prepared meals (Chef Jai), live music and hula, lifeguard- and CPR-certified crew, and access to premier West Maui snorkel sites (Honolua Bay, Mala Wharf, Turtle Town).

Revenue streams are limited to guided ocean tour ticket sales and private charter bookings, with a small adjacent merchandise stream. The company pursues a multi-channel marketing approach centered on content marketing, social media, and earned reviews, and operates a cross-promotional partner ecosystem (Sea Maui Surf, Kapalua Ziplines, Maui Off-Road Adventures, Drums of the Pacific Luau, VIP Private Hana Tours, Maui Sun Riders Bike Company). No institutional funding, parent company, M&A activity, or enterprise contracts are disclosed, leaving the business materially exposed to West Maui tourism demand and to post-Lahaina-fire recovery dynamics.

Name

Sea Maui

Legal name

Sea Maui

Website

https://seamaui.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Sea Maui operates catamaran ocean tours from Ka'anapali Beach in Lahaina, Hawaii, offering daily snorkeling trips, seasonal whale watching, sunset dinner and cocktail cruises, and private charters for up to 48 passengers targeting tourists and visitors to West Maui.

Ownership category

akta.pro rank

Product category

Ocean Tour and Charter Services

NAICS

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

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Snorkeling Tours & Reef Experiences (THAJAJAE)

akta.pro secondary industries

Private Yacht & Luxury Boat Charters (With Crew) (THAJALAE), Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA), Marine Wildlife & Coastal Nature Tours (Whale/Dolphin Watching, Sea Kayaking) (THAAAEAD)

Keywords

• Maui ocean tours
• Snorkeling excursions
• Whale watching trips
• Sunset dinner cruises
• Private boat charters

Headquarters

HQ city

Lahaina

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Guided Ocean Tours: Sea Maui generates primary revenue through selling tickets to guided ocean tours including snorkeling, whale watching, and sunset cruises. These are sold directly to consumers via their website with FareHarbor integration for bookings. Revenue is transaction-based per passenger.
2. Private Charters: Private boat charter services accommodating up to 48 passengers for customizable experiences. Priced at hourly rates for Sea Maui II ($1,600/hr) and Sea Maui III ($2,000/hr) with minimum charter durations. Catering, beverages, and activities included in charter packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Sea Maui operates catamaran-based ocean tours departing from Ka'anapali Beach in Lahaina, Maui, including guided snorkeling excursions at West Maui reefs, seasonal humpback whale watching cruises, sunset dinner and cocktail sails with live music, and customizable private charters for up to 48 passengers. Tours are sold per passenger via the company's website with FareHarbor booking integration and feature chef-prepared meals, open bars, professional lifeguard/CPR-certified crew, and all snorkeling equipment.

Product overview

Sea Maui is a tour operator offering ocean-based adventure experiences departing from Ka'anapali Beach in Lahaina, Maui. The company operates a fleet of catamarans and provides a portfolio of tour products organized into four main categories: (1) Sunset Cruises including the Premium Sunset Dinner Cruise (2.5 hours, $154), Original Sunset Cocktail Cruise (~2 hours, $115), and the cultural-themed 'Ike Maui Sunset Dinner Sail ($189, monthly); (2) Snorkeling Tours including the Half-Day West Maui Snorkel (4.5 hours, $176), Afternoon West Maui Snorkel (3.5 hours, $165), and Express Snorkel Tour (2.5 hours, $142); (3) Seasonal Whale Watching Tours (December-April, 2 hours, $103); and (4) Private Charters for up to 48 passengers. Additional offerings include surf lessons through a partner site and a merchandise store. The tours feature Chef Jai's catering, open bars, and professional crew certified in lifeguarding and CPR.

Differentiator

Problem solved

Functional benefit

Products and services

• Premium Sunset Dinner Cruise A 2.5-hour premium dining and sailing experience aboard a luxury catamaran departing from Ka'anapali Beach, featuring live music on Wednesdays and Saturdays, a gourmet buffet dinner, and an open bar. Priced from $154 per person. Designed for visitors seeking a romantic or upscale ocean dining experience.
• Original Sunset Cocktail Cruise A classic sunset charter departing from Ka'anapali Beach offering handcrafted cocktails, heavy appetizers, and live music on Tuesday and Thursday evenings. Approximately 2 hours, from $115 per person. Targets tourists seeking a relaxed sunset experience with cocktails.
• 'Ike Maui Sunset Dinner Sail A monthly cultural sunset dinner experience (first Friday of every month) featuring live Hawaiian music and hula performances, with all profits donated to Hawaiian educational programs and Lahaina schools. 2.5 hours, priced at $189 adults (21+), $169 teens (13–20), $149 children (3–12), and free for infants.
• Half-Day West Maui Snorkeling Tour A 4.5-hour snorkeling adventure exploring world-class reef locations along West Maui including Honolua Bay, Cliff House, Mala Wharf, and Kapalua Bay, with breakfast, lunch, and an open bar prepared by Chef Jai. $176 per person, daily, year-round. Targets adventure-seeking visitors.
• Afternoon West Maui Snorkeling Tour A 3.5-hour afternoon snorkeling tour ideal for non-morning visitors, visiting the best snorkel spots in West Maui with pupus (appetizers) and an open bar. $165 per person, daily. Targets visitors who prefer afternoon departures.
• Express Snorkel Tour A 2.5-hour quick snorkeling adventure running April 15 – December 14 that gets guests to unique snorkel locations quickly, with all-day snorkeling equipment and a premium open bar included. Priced from $142 per person (age-tiered: adults $124, teens $104, children $84, infants free). Designed for visitors wanting a shorter, faster snorkeling option.
• Maui Whale Watching Tours A 2-hour seasonal whale watching experience (December 15 – April 14) offering sightings of humpback whales migrating from Alaska to Maui's warm waters, with daily departures at 8am, 11am, and 2pm. Priced from $103 per person. Targets winter visitors wanting close humpback encounters.
• Private Charters Fully customizable private catamaran charters accommodating up to 48 passengers on vessels Sea Maui II and Sea Maui III, available for weddings, birthdays, anniversaries, and corporate events, with snorkeling and sunset options. Priced hourly: Sea Maui II $1,600/hr, Sea Maui III $2,000/hr, with 3-hour minimum on half-day snorkel charters. Includes catering, beverages, professional guides, and snorkeling equipment.
• Sea Store (Branded Merchandise) An online merchandise store (hosted on Shopify) selling Sea Maui branded items and gifts. Targets tourists and brand fans.

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

Seven partnerships are on record, tiered minor.

• Sea Maui SurfminorGTM or Marketing PartnerSurf lesson partner offered through Sea Maui's activity booking platform. Allows cross-referrals for customers seeking land-based activities in addition to water tours.
• VIP Private Hana Tours & TransportationminorGTM or Marketing PartnerExclusive Hana Tours partnered for land-based tours. Cross-promotional partner for customers booking through Sea Maui's platform.
• Kapalua ZiplinesminorGTM or Marketing PartnerZipline adventure partner available through Sea Maui's activity booking. Provides adventure-seekers with additional Maui experiences.
• Maui Off-Road AdventuresminorGTM or Marketing PartnerOff-road vehicle adventure partner for customers seeking land-based activities alongside ocean experiences.
• Drums of the Pacific LuauminorGTM or Marketing PartnerCultural luau partner offering Hawaiian entertainment experiences. Cross-promotes with sunset cruise experiences.
• Maui Sun Riders Bike CompanyminorGTM or Marketing PartnerBike rental and tour partner for customers wanting land-based cycling activities during their Maui visit.
• Lahaina Community Land TrustminorStrategic or Co-development Partner501(c)(3) non-profit organization working to prevent post-disaster displacement in Lahaina. Sea Maui donates to support housing for Lahaina families and cultural preservation.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Hawaiian Paddle Sports: Maui outfitter offering ocean tours including snorkel, whale watch, and eco-excursions from Makena and other south Maui locations. Comparable in product type but with a more eco/adventure positioning and different geographic base.
• Atlantis Submarines Maui: Lahaina-based submarine and surface boat tours for reef and whale watching experiences. Partial overlap on Maui marine sightseeing customer and reef content, but distinct vessel type and attraction format.
• Boss Frog's Dive & Surf: Maui-based dive, snorkel, and surf retailer running boat snorkel tours and rentals across the island. Partial overlap — same diving/snorkeling customer but broader retail-rental business model.

Direct peers

• Trilogy Excursions: Trilogy operates catamaran-based snorkeling, whale watching, and sunset sailing tours out of West Maui (Kaanapali and Lahaina), serving the same visitors with the same beach-loading catamaran model. Directly comparable in product, geography, and price point.
• Sail Maui: Sailing catamaran operator on Maui offering snorkel tours, whale watching, and sunset sails. Closely overlapping itinerary, vessels, and pricing structure to Sea Maui from adjacent Maui harbors and beaches.
• Pacific Whale Foundation: Maui-based nonprofit running eco-tour catamaran whale watches, snorkel sails, and sunset cruises from Ma'alaea Harbor with similar pricing tiers. Comparable on product mix and audience, with a nonprofit/eco-overlay brand position.
• Pride of Maui: Large Maui catamaran operator running snorkeling, whale watching, and sunset dinner cruises from Ma'alaea Harbor. Competes head-to-head for the same whale watch and snorkel ticket buyer, with overlapping price points.
• Quicksilver (Maui): Operates the Quicksilver catamaran out of Ma'alaea Harbor for Molokini snorkel, whale watch, and sunset dinner cruises. Highly comparable product portfolio targeting the same Maui visitor with similar premium-pricing strategy.

Regional players

• Fair Wind Cruises: Big Island catamaran operator running snorkel tours (Kealakekua Bay), whale watches, and dinner cruises. Same product format and target customer but geographically separate Hawaii island — regional comparison rather than direct competitor.
• Holo Holo Charters: Kauai-based catamaran operator running snorkel, whale watch, sunset, and Napali Coast tours. Same product categories and catamaran delivery model, but serves a different Hawaiian island — useful proxy for category economics but does not compete head-to-head.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCd0v1HZUDpmRryxXA1p5Myg/featured
• Facebookfacebook.com/seamauikaanapali
• Instagraminstagram.com/seamauikaanapali
• LinkedInlinkedin.com/company/sea-maui-catamaran

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 Sea Maui