Big Shifts in Hawaii’s Tours & Activities — TripWorks Founder Weighs In

 

NEW YORK, NY, Feb 12, 2026 – TripWorks today issued commentary on the rapid shifts underway in Hawaiʻi’s tours and activities sector, following several major operators’ recent decisions to reevaluate the systems they’ve relied on for more than a decade. “Over the past few weeks, Hawaii’s tours and activities sector has seen several major operators rethink the systems they’ve relied on for more than a decade.  Those decisions aren’t isolated – they signal a broader shift in how the market evaluates technology, partnerships, and operational control.

 

Aaron Fessler, CEO of TripWorks, said: “Hawaiʻi is entering a new era in tours and activities – and it’s not because of “new tech.” It’s because a mature market is demanding mature infrastructure.

 

“For the past 10–15 years, Hawaii has been shaped by a powerful network effect. In markets like this, the “king” doesn’t just win on product. He wins on gravity. Once the ecosystem tips, everything orbits the same center.

 

“But here’s the shift: That wall is coming down. And when network effects break in a high-volume market like Hawaiʻi, the conversation changes fast.

 

“Operators are sophisticated, experienced, and allergic to primitive messaging. If you show up with “get online bookings” or “we have AI,” you’re missing the mark, and what you actually need to meet this mission-critical moment.

 

“The reign of the king is ending. The market is opening, and it’s going to be a food fight for the next few months.

 

“Operators are regaining leverage and resetting expectations around transparency, terms, controls, and partner alignment. They’re demanding real-time accuracy, connected workflows, and intelligence that turns data into action.

 

“My take? Hawaii is the bellwether.

 

“If you want to understand where the industry is heading, watch what happens when the most demanding markets in North America start rewriting the rules.

 

“The old playbook was “push your product.” The new playbook is “earn the ecosystem.” And that means building tech for operators who know exactly what they want – and aren’t willing to compromise.” Aaron Fessler, CEO, TripWorks

 

About TripWorks

Founded in 2019, TripWorks is an AI-driven, enterprise-grade booking, automation, and business intelligence platform for tours, activities, attractions, and experience operators. Built by operators, for operators, TripWorks combines cutting-edge technology with powerful analytics, dynamic pricing, and smart automation tools to help operators streamline operations and increase revenue. Learn more at tripworks.com.