Maui Snorkel Tours

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.

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

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

• Guided snorkeling tours
• Shore-based snorkel tours
• Marine biology excursions
• Eco-friendly tourism
• Private dive tours

Headquarters

HQ city

Kihei

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, Others

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Make-A-Wish FoundationminorOthersSuzzy 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

Direct 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

• Facebookfacebook.com/mauisnorkeltours
• Instagraminstagram.com/mauisnorkel
• LinkedInlinkedin.com/company/maui-snorkel-tours

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Maui Snorkel Tours