2025 State of the Group

Hawaii Web Group’s year in review – By Chris Norberg, Project Manager | JANUARY 5TH, 2026

Though Maui is reporting increased tourist spending (mostly on flights and lodging), it still feels slower than previous years. After COVID, we had “revenge travel” at volume up until the fires. Since then, the island continues to recover.

Some highlights from 2025:

• 1,211,734 active users – Even with interest in Maui being slower, it’s nice to know we’re still getting good traffic. That said, some of the traffic drop compared to past years is due to our selling a few websites this year.
• 1,263,468 social followers – Our social following continues to grow across most platforms.
• 19,549,420 impressions with 691,671 engagements on social media. With less people visiting the island, impressions and engagement have slowed. Again, still quite a few people checking out our content!
• Again this year, our focus is on consolidation, high-quality content, and building stronger relationships within our community.

What kind of traffic do our sites enjoy?

An overview of the past “active users” visiting our site (via GA4 Google Analytics.)

Our core sites continue to drive quality traffic. Our goal is to focus on our most important websites, build better content, and sell off sites that don’t further our goals.

Hawaii Social Media

Hawaii Web Group’s social media following and current reach.

Our goal for 2024 is to maintain similar impressions and engagement. It’s not worth having an audience unless they truly care, so growth isn’t our goal for social.  

Our Audience

Hawaii Web Group websites’ audience by gender, age, location, device, as well as social media numbers.

Obviously, mobile continues to dominate usage. We’re rebuilding and combining some of our sites to make sure they offer the best mobile experience possible. Our audiences are a nice mix of locals and visitors of Hawaii.

2026 Goals

In a perfect world, we’re focusing on a small group of strong websites and social profiles. This means more consolidation, cutting away profiles that don’t drive impact, and building engaging content for our followers/visitors.

This year, we’re going to experiment more and give the world more of what they want and need!