Maui Snorkel Tours
Maui Snorkel Tours is a family-owned private snorkeling tour company in Kihei, Maui, offering fully private shore-based eco-friendly excursions led by certified Dive Master guides for tourists, families, and beginners visiting Hawaii.
- Company typePrivate
- Founded1994
- HeadquartersKihei, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Maui Snorkel Tours does
Maui Snorkel Tours is a family-owned and operated private snorkel tour company founded in 1994 by Ed Robinson and headquartered in Kihei, Maui, Hawaii. The company operates fully private, shore-based snorkeling tours — a zero-emission alternative to diesel-powered boat tours — led by certified Dive Master guides with 30+ years of local ocean experience. Tours include marine biology briefings, all gear (masks, snorkels, fins, wetsuits, including vision-correcting masks), patient step-by-step instruction, and post-tour refreshments. The company serves individual tourists, families with children ages 5 and up, couples and honeymooners, eco-conscious travelers, and small groups celebrating special occasions, with explicit positioning for beginners, nervous swimmers, non-swimmers, and physically disabled guests.
The business operates a direct-to-consumer model with no intermediaries, resellers, or distribution partners. Bookings are taken through the company website (mauisnorkeltours.com) and phone (808-268-9840), with tours bookable up to one year in advance. Revenue is generated through one-time flat-rate private tour fees; pricing is not publicly disclosed and appears quote-based. There is no proprietary technology platform, no mobile app, no API integrations, and no AI/ML components — the offering is a pure experiential service. Scale indicators include ~2,000 guests introduced to local reefs per year, 485+ five-star reviews across TripAdvisor, Yelp, and Google, and TripAdvisor Hall of Fame status.
The firm is a sole proprietorship / family-owned private company with 1–10 employees, no external funding, no institutional investors, no parent company, and no subsidiaries. Note: firmographics lists 1967 as founding year while all narrative sources (company history, website, founder bio) consistently state 1994; 1994 is used here. The company has disclosed partnerships with the Make-A-Wish Foundation (charitable) and operates entirely within Hawaii, USA.
Maui Snorkel Tours firmographics
Firmographics- Name
- Maui Snorkel Tours
- Legal name
- Maui Snorkel Tours
- Website
- https://mauisnorkeltours.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Maui Snorkel Tours is a family-owned private snorkeling tour company in Kihei, Maui, offering fully private shore-based eco-friendly excursions led by certified Dive Master guides for tourists, families, and beginners visiting Hawaii.
- Ownership category
- akta.pro rank
Maui Snorkel Tours industry classification
Industry- Product category
- Guided Snorkeling Tours
- NAICS
- Tour Operators (561520)
- akta.pro primary industry
- Snorkeling Tours & Reef Experiences (THAJAJAE)
- akta.pro secondary industries
- Guided Diving & Snorkeling Excursions (boat/shore trips) (THAAAIAB), Snorkeling & Marine Activity Centers (THAAAKAE), Dive & Snorkel Guides / Dive Masters (Boat-Based & Shore-Based) (THAAALAC)
Keywords
Where Maui Snorkel Tours is headquartered
LocationHeadquarters
- HQ city
- Kihei
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Maui Snorkel Tours business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Private Snorkeling Tours: The company generates revenue through one-time tour fees for private shore-based snorkeling excursions. Tours are priced as a flat rate per group (private tour only — never shared with strangers). All gear is included in the tour price. Additional revenue may come from gratuities and optional underwater photography services mentioned in reviews.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Private Tour (flat rate per group) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Maui Snorkel Tours product offering
Product offeringCore offering
Maui Snorkel Tours operates fully private, shore-based snorkeling excursions in Maui, Hawaii. Each tour is led by certified Dive Masters who provide marine biology briefings, all gear (masks, snorkels, fins, wetsuits), personalized instruction, and post-dive refreshments. Tours accommodate beginners, families with children ages 5+, nervous swimmers, and physically disabled guests.
Product overview
Maui Snorkel Tours operates as a single-product tour company offering private shore-based snorkeling experiences. The core offering is the Private Shore-Based Snorkel Tour, a fully guided, eco-friendly excursion that includes all gear, marine biology education, and personalized instruction. The company has been family-owned since 1994 and specializes in catering to all skill levels from beginners (ages 5+) to experienced snorkelers, including physically disabled and nervous swimmers. Additional sub-products include educational resources for beginners, family/kids snorkeling, and an adventure blog covering marine life and reef conservation.
Differentiator
Problem solved
Functional benefit
Products and services
- Private Shore-Based Snorkel Tours Fully private, eco-friendly shore-based snorkeling excursions led by certified Dive Masters. Includes marine biology briefing, all gear (masks, snorkels, fins, wetsuits), personalized instruction for beginners through experienced snorkelers, and flexible site selection based on daily ocean conditions.
- Private Snorkeling Tours Maui Personalized shore-entry snorkeling adventures designed around guest comfort levels, experience, and goals. Features professional instruction, marine life identification, safety briefing, local knowledge, and flexible pacing for individual guests, couples, families, and small groups.
- Kids & Family Snorkeling
Quantifiable outcome
- 485+ Five-Star Reviews on TripAdvisor, Yelp & Google combined
- +3 more outcomes
Companies that use Maui Snorkel Tours
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
Maui Snorkel Tours technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Maui Snorkel Tours partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Make-A-Wish FoundationminorSuzzy Robinson, Owner of Maui Snorkel Tours, has partnered with the Make-A-Wish Foundation, a non-profit organization that grants wishes to children with life-threatening medical conditions. The partnership involves sharing snorkeling experiences with wish children and their families, creating memorable ocean adventures for those facing significant health challenges.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Maui Snorkel Tours competitors and assessment
Company assessmentDirect peers
- Boss Frog's Snorkel, Bike & Beach Rentals: Maui-based snorkeling equipment rental and tour operator directly competing with Maui Snorkel Tours for the same tourist snorkeling customer base, including beginner-friendly shore-entry experiences.
- Snorkel Bob's: Hawaii's most recognized snorkeling equipment rental brand with multiple island locations, overlapping with Maui Snorkel Tours on gear-inclusive snorkeling experiences targeted at Maui visitors.
- Kai Kanani Sailing: Maui catamaran snorkel tour operator in the Wailea/Kihei area competing for the same South Maui tourist snorkel customer as Maui Snorkel Tours.
- Pacific Whale Foundation: Maui-based eco-tour operator offering ocean and snorkeling experiences with an eco-mission focus, closely matching Maui Snorkel Tours' sustainability positioning and reef-education emphasis.
- Fair Wind Snorkeling: Maui snorkeling tour operator running both boat and shore-based experiences to Molokini and other reefs, competing for the same beginner-to-intermediate snorkeling customer segments.
- Aqua Adventures Maui: Maui snorkel and scuba charter operator competing for the same tourist snorkel market, offering both beginner and certified-diver experiences with multi-format pricing.
Emerging players
- Reefdancer Maui: Maui semi-submersible and reef-viewing tour operator serving the same Kihei-area tourist market with an alternative viewing experience of Maui's reefs.
- Hawaiian Paddle Sports: Maui eco-tour operator offering snorkeling and paddle experiences with a similar eco-friendly, beginner-friendly positioning, appealing to overlapping customer segments.
Broad incumbents
- Trilogy Excursions: Larger and more established Maui boat tour operator offering sailing and snorkeling excursions, including to Molokini - representing the crowded-boat alternative that Maui Snorkel Tours positions against.
Regional players
- Kayak Maui: South Maui water-sports operator offering kayak and snorkeling tours from the same Kihei/Wailea corridor, competing for a subset of the eco-conscious snorkel customer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Maui Snorkel Tours social profiles
Digital presenceMaui Snorkel Tours financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maui Snorkel Tours leadership team
Management profileNumber of profiles
Profiles3 records
Maui Snorkel Tours funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maui Snorkel Tours 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 Maui Snorkel Tours
What does Maui Snorkel Tours do?
Maui Snorkel Tours operates fully private, shore-based snorkeling excursions in Maui, Hawaii. Each tour is led by certified Dive Masters who provide marine biology briefings, all gear (masks, snorkels, fins, wetsuits), personalized instruction, and post-dive refreshments. Tours accommodate beginners, families with children ages 5+, nervous swimmers, and physically disabled guests.
Is Maui Snorkel Tours a public or private company?
Maui Snorkel Tours is a private company. It is classified as family owned and is currently operating.
When was Maui Snorkel Tours founded?
Maui Snorkel Tours was founded in 1994. It employs 1 to 10 people.
Where is Maui Snorkel Tours based?
Maui Snorkel Tours is headquartered in Kihei, United States, in the North America region.
How does Maui Snorkel Tours make money?
One revenue line is on record: private Snorkeling Tours.
Who are Maui Snorkel Tours's main competitors?
Direct peers on record are Boss Frog's Snorkel, Bike & Beach Rentals, Snorkel Bob's, Kai Kanani Sailing, Pacific Whale Foundation, Fair Wind Snorkeling and Aqua Adventures Maui. Emerging players are Reefdancer Maui and Hawaiian Paddle Sports. Trilogy Excursions is listed as a broad incumbent. Kayak Maui is listed as a regional player.
Does Maui Snorkel Tours have an API?
No public API is recorded for Maui Snorkel Tours.
What industry is Maui Snorkel Tours in?
Maui Snorkel Tours's product category is Guided Snorkeling Tours. Its primary akta.pro industry code is THAJAJAE, Snorkeling Tours & Reef Experiences, with a secondary code of THAAAIAB, Guided Diving & Snorkeling Excursions (boat/shore trips). Its NAICS code is 561520.