From oceanfront estates in Kapalua to luxury condominiums in Kaanapali and Wailea, Maui has always been more than a place to own real estate—it's a lifestyle investment. The Sotheby's International Realty® Mid-Year Luxury Outlook 2026 highlights several global trends that are especially relevant to Hawaii's resort markets, where lifestyle, scarcity, and long-term value continue to drive demand.
Maui Continues to Benefit from the Strength of the Luxury Market
While many segments of the housing market remain sensitive to interest rates and affordability, the luxury sector has demonstrated remarkable resilience. Wealth creation, a growing number of affluent buyers, and a higher percentage of cash transactions continue to support demand for premium properties worldwide.
This is particularly meaningful for Maui.
Unlike many mainland markets, Maui's luxury real estate market is driven less by local employment and more by discretionary buyers seeking second homes, legacy properties, retirement destinations, and investment diversification. Limited inventory, strict development constraints, and the island's global appeal continue to support long-term property values.
For buyers, this means quality properties rarely remain overlooked for long. For sellers, well-positioned homes continue to attract qualified buyers despite broader economic uncertainty.
Lifestyle Has Become the Ultimate Luxury
One of the strongest themes emerging from the report is that today's affluent buyers are prioritizing how they want to live, not simply where.
Buyers increasingly seek homes that provide:
- Walkable resort communities
- Access to beaches and outdoor recreation
- Wellness-focused amenities
- Privacy and security
- Easy indoor-outdoor living
- Exceptional natural beauty
This perfectly aligns with what Maui has offered for decades.
Communities such as Kapalua, Kaanapali, Wailea, and Makena combine luxury homes with championship golf, world-class dining, hiking trails, ocean activities, spa experiences, and year-round outdoor living—qualities that continue to attract buyers from around the world. The re-branding of the Resort at Kapalua Bay to St. Regis in 2027 will open up a whole new opportunity for Maui luxury buyers.
From the report: Luxury travel trends can also provide insights into the motivations and priorities of those looking into high-end real estate purchases.
"Affluent travelers place a premium on experiences where they feel completely cared for, That's one reason branded residences continue to be among the hottest trends in luxury real estate. People gravitate to placed like the St. Regis, Four Seasons, and Waldorf Astoria Residences because they like living in a place that provided the service of a luxury hotel." -- Philip White, CEO, Sotheby's International Realty.
In addition, a willingness to spend lavishly on travel bodes well for a continued investment in real estate, especially as people find new destinations where they may want a more permanent residence. Multigenerational trips are more popular in the past, with grandparents paying for accommodations large enough to include their children and grandchildren.
Perhaps the biggest emerging trend in luxury real estate is the growing emphasis on longevity and wellness
According to Sotheby's International Realty, affluent buyers increasingly view their homes as part of their long-term health strategy. Wellness-oriented features are becoming as important as traditional luxury amenities. These include:
- Exceptional indoor air quality
- Water filtration systems
- Natural light
- Outdoor living spaces
- Home gyms
- Spa-inspired bathrooms
- Smart home technology
- Aging-in-place design
- Walkable communities with access to nature
The global longevity economy is projected to grow substantially over the remainder of the decade, influencing how luxury homes are designed and purchased.
Maui naturally checks many of these boxes.
Fresh ocean air, year-round outdoor recreation, lower-density communities, and an active lifestyle have long been part of the island's appeal. Buyers today are increasingly recognizing these qualities as long-term lifestyle investments rather than simply vacation amenities. "There is a search for peace, silence, and a connection to the environment." For these buyers, the areas like the West End of Molokai around Papohaku Beach provide space, privacy, and value that simply can't be found in other places in Hawaii.
Legacy Properties Are Increasingly Important
Luxury buyers are thinking beyond today's needs.
Many are purchasing homes intended to remain in their families for generations. This has increased interest in:
- Larger residences
- Guest cottages (where permitted)
- Flexible floor plans
- Multigenerational living
- Properties that can serve as long-term family gathering places
For many buyers, a Maui property represents more than real estate—it becomes a family legacy where multiple generations create memories together.
This trend is particularly evident in oceanfront estates, golf course homes, and larger residences within Maui's resort communities.
Resort Markets Continue to Attract Global Buyers
The report also notes continued international demand for luxury real estate and increasing interest in lifestyle destinations outside traditional urban centers. Buyers are expanding their search to locations that offer privacy, recreation, and exceptional quality of life.
Maui has long benefited from these dynamics.
Its combination of limited land, protected coastlines, favorable climate, and international accessibility continues to make it one of the world's premier resort markets.
Unlike markets where significant new inventory can quickly be added, Maui's geographic and regulatory constraints create lasting scarcity—one of the factors supporting long-term value.
Timing Still Matters
Another takeaway from the Mid-Year Luxury Outlook is the importance of acting decisively.
As inventory becomes more balanced in some luxury markets, buyers have greater selection than they did during the pandemic years. However, truly exceptional properties continue to command strong interest. The report suggests that "first mover advantage" can benefit both buyers and sellers in changing market conditions.
On Maui, highly desirable homes—particularly oceanfront residences, renovated luxury condominiums, and properties in premier resort communities—remain a limited resource.
Waiting for the "perfect" moment may mean missing a property that cannot easily be replaced.
What This Means for Maui Buyers and Sellers
The broader luxury market continues to evolve, but many of the trends identified in the Sotheby's Mid-Year Luxury Outlook reinforce what we've seen in Maui for years:
- Buyers continue to prioritize lifestyle over square footage.
- Wellness and outdoor living are becoming central to purchasing decisions.
- Luxury homes are increasingly viewed as multigenerational assets.
- Scarcity remains one of Maui's greatest strengths.
- Exceptional properties continue to attract discerning buyers from around the world.
For buyers, today's market offers opportunities to invest in a lifestyle that is becoming increasingly rare. For sellers, understanding what motivates today's luxury buyers can help position a property for maximum exposure and value.
Looking Ahead
Luxury real estate has always been about more than beautiful homes. Increasingly, it reflects how people want to spend their time, support their well-being, and create lasting experiences with family and friends.
Few places embody those priorities better than Maui.
As global luxury buyers continue to seek destinations that combine natural beauty, wellness, privacy, and enduring value, Maui remains exceptionally well positioned for the years ahead.
If you are looking for guidance in buying or selling Luxury Real Estate on Maui
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Heidi E. Dollinger, R(B) & Mark Janes, R(S)
