Myth Busted: “Social Media Advertising is Too Expensive for Small Hawaii Businesses During Peak Season”
If you own a boutique hotel in Waikiki, a shave ice stand on the North Shore, or a farm-to-table restaurant in Lahaina, you’ve probably heard it a hundred times:
“Stay away from Facebook and Instagram ads during Christmas, Spring Break, or summer — the tourists flood in and costs skyrocket.”
That sounds logical… but it’s flat-out wrong for small, locally-focused Hawaii businesses.
Here’s the truth most agencies won’t tell you: When you hyper-target in-state residents + returning visitors, your actual cost-per-click (CPC) and cost-per-mille (CPM) during peak season often DROPS — sometimes dramatically.
Real 2024–2025 Hawaii Holiday Data (Not Theory)
During December 2024:
Broad “United States” targeting for “Hawaii vacation” interests → Average CPM $18–$28
Hyper-local targeting (current Hawaii residents + recent Hawaii visitors + lookalikes) → Average CPM $6–$11
Why does this happen?
Mainland advertisers fight over the same 500-mile radius “dreaming of Hawaii” audience.
Local businesses like yours only need the 1.4 million Hawaii residents plus the repeat visitors who already love the islands. That audience is smaller, less contested, and FAR more qualified.
Result? You pay less to reach people who are actually ready to book a room, buy a gift, or make a dinner reservation tomorrow.
Mini Case Study: Maui Boutique Hotel Cuts CPC 35% During Christmas Week
A 12-room boutique property in Paia wanted to fill last-minute cancellations the week before Christmas 2024.
Instead of competing with every resort chain on the mainland, we built two simple audiences:
People currently on Maui (device location + WiFi data)
Past guests + lookalike audiences in Hawaii
Result:
CPC dropped from $4.12 (2023 broad campaign) to $2.67 (2024 hyper-local) — a 35% reduction
ROI jumped to 9.4×
Filled 100% occupancy at rack rate
The owner said it was the least stressful December they’d had in years.
Ready to stop guessing and start winning during peak season? Let the JB Brands team build your hyper-local strategy. Get a free Hawaii holiday audit here
But Don’t Just Take Our Word For It — Hear From Local Businesses
“Jon Bryan is fantastic to work with! Meadow Gold has worked alongside JB Brands for decades. After years of working with him on various marketing projects, I can truly say he is reliable, responsive, and eager to meet the needs of your business.” — Kimia S. Read full review
“We have been a customer of JB Brands for over 5 years and their service is fantastic. We especially like the results we're getting from their SEO service. JB Brands is our go-to for marketing assistance in Hawaii.” — Dave S. Read full review
Stop Overpaying Because of a Myth
The big mainland agencies want you to believe social media ad costs Hawaii holidays are insane — because they make more money managing bloated budgets.
You’re smarter than that.
Hyper-targeted, island-focused campaigns during peak season are often the cheapest and highest-ROI advertising you’ll run all year.
Want proof with your own numbers?
Book your free 2025 Peak-Season Strategy Call with JB Brands today and we’ll show you exactly what your CPC and CPM will look like this December — before you spend a single dollar.
Spots fill fast during holiday planning season. Don’t wait until the myth costs you another sold-out season you never captured.
→ Yes, I’m ready to pay less and earn more this peak season
P.S. Still skeptical? Check out how we help small hotels dominate → Maui Hotel Marketing Case Studies Or see our full social media management services → Hawaii Social Media Advertising
