Aloha. A contranym. A Janus word that effortlessly embodies two opposing ideas—“hello” and “goodbye.” It’s a fitting description for an archipelago that greets and bids farewell to nearly 10 million visitors each year. Yet many travelers remain unaware of aloha’s deeper resonance. For Hawaiians, the term signifies love, peace and compassion—a subtle, yet profound force believed to knit the entire cosmos together.
Even if most outsiders never fully grasp this hidden dimension of aloha, they still feel its magnetic pull. Nearly one in four Hawaii property owners come from out of state, a phenomenon that one local real estate agent credits to the aloha lifestyle: “A kind of current runs through all the islands—you sense it the moment you arrive. It’s why so many never leave.”
She should know. Carrie Nicholson is not only a native Hawaiian, she’s Broker-in-Charge at Hawai’i Life on the Big Island. With 20+ years’ knowledge of the ultra-high-end market, she has overseen over a billion dollars in residential and land sales.
“Hawaii has a deep sense of place that is unlike anywhere else,” she explains. “In my experience, high-net-worth buyers seek something truly unique. But they also want to ensure they’re getting real value, so to speak.”
Ease of travel and the reassuring stability of U.S. property rights are powerful draws in an increasingly competitive global real estate market. Average home values in the Islands hover just under $1 million—275% higher than the U.S. norm—and ultra-luxury transactions (above $10 million) continue their upward trend. Tech titans Larry Ellison and Mark Zuckerberg, whose expansive compounds on Lanai and Kauai have garnered international attention, merely represent the tip of Hawaii’s exclusivity appeal.
Nicholson herself is pretty familiar with big-time deals. The luxury specialist recently managed a record-breaking $36.5 million sale on the island of Hawai’i—a milestone that earned her the prestigious Hyland Honoree award, in recognition of an outstanding prestige real estate transaction that exemplifies an agent’s use of innovation, complex problem-solving and strategic thinking.
Below, she shares her take on the key forces—alongside the spirit of aloha—that continue to entice the world’s most discerning buyers to Hawaii.
1. Sustainability reigns supreme
“I’ve definitely seen a growing shift toward eco-consciousness among affluent families. In Hawaii, sustainability isn’t just a trend—it’s a way of life. One rising movement that’s picking up momentum is ‘agrihoods’ like Hokuli’a, where residents have luxury estates plus the freedom to grow mangoes, citrus, coffee and other crops. Tax incentives make farm-to-table living both practical and rewarding. Solar energy, smart home tech and open-air designs are more popular, too. Buyers love that they can enjoy high-end comforts without sacrificing environmental values.”
2. A gateway to Asia
“Hawaii’s location in the middle of the Pacific makes it a bridge between the U.S. and Asia. We have direct flights from cities like Los Angeles, San Francisco, Tokyo and Seoul, which makes travel incredibly convenient for anyone with international business or family abroad. That’s a real advantage for high-net-worth buyers who crave an international lifestyle.”
3. The 50th State advantage
“Being a U.S. state means Hawaii offers property rights and infrastructure you might not find in other island destinations. There’s a reliable sense of stability: American laws, banking systems and utilities give investors real peace of mind. Affluent buyers often want to avoid the complexities of overseas ownership, and Hawaii elegantly solves that. We’ve got the exotic allure of a remote paradise, yet you’re still on U.S. soil. Factor in direct flights from major cities and you get this unique blend of the familiar and the extraordinary.”
4. More than just a pretty beach
“Hawaii’s topography is incredibly diverse—snow on Mauna Kea, lush rainforests, arid deserts, rolling ranch lands and, of course, pristine beaches. All of that coexists in one place, meaning in a single day you could relax on a white sand beach, hike through a rainforest and finish by stargazing on a snow-capped peak. Many of my luxury buyers crave experiences, and Hawaii’s landscape delivers such a wide array beyond those classic beach activities offered on other island destinations.”
5. Privacy without isolation
“Private communities can sound contradictory, but in Hawaii, they actually strike a balance. Some of the world’s most renowned enclaves are here, offering homesites with plenty of space for solitude, plus shared amenities like golf courses, beach clubs and fine dining. Affluent buyers want seclusion when they need it, yet they also enjoy being social. Hawaii makes it easy to have both.”
6. Low-maintenance luxury
“Many second-home owners or retirees really prioritize low-maintenance living, and Hawaii’s resort culture accommodates that. Concierge services, on-site spas and housekeeping make for a worry-free lifestyle. The mild climate helps, too—no harsh winters, fewer upkeep headaches. You can have a beautifully landscaped property without stressing because the community or resort often handles the details. It’s the perfect combo of luxury and ease.”
Hawai’i Life is a director member of Forbes Global Properties, an invitation-only network of top-tier brokerages worldwide and the exclusive real estate partner of Forbes.
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