HONOLULU — On an island where most roads lead to the ocean or up a mountainside, keeping people moving on time — and comfortably — is both an art and a logistical challenge.
Royal Star Hawaii is meeting that challenge with a $4 million investment in 10 new vehicles, a fleet expansion that reflects growing demand for premium transportation and positions the company for its 30th anniversary in 2026.
The new vehicles — six MCI motorcoaches, two Temsa motorcoaches, and two Ford 14-passenger vans — are scheduled for delivery by January. The purchase will bring Royal Star Hawaii’s fleet to 57 vehicles, the largest and newest on Oahu.
“We have long had the twin goals of having the largest fleet and also the newest fleet on Oahu,” said Ron Howard, a senior leader with Royal Star Hawaii. “In keeping with that, we pretty much have to regularly order new equipment.”
Unique challenges
The expansion is about matching vehicles to the way visitors and residents travel across Hawaii’s only major urban island.
“Hawaii’s transportation market is geographically unique,” he said. “Most of our runs are very short — airport runs are really only about an hour — and circle island tours mean going up and down mountainsides through all kinds of geography. That’s why we have a diverse fleet.”
Demand has steadily increased for the company’s Silver category motorcoaches. These are designed for efficient, value-oriented service. Royal Star Hawaii also offers Deluxe Gold offerings, catering to groups seeking a more premium experience.
“There’s more demand for the Silver fleet, as well as smaller groups for Gold Service,” Howard said. “They love these 34-seat vehicles, so that’s why we’ve targeted those market segments with this equipment purchase.”
Service, safety at its core
Founded in 1996, Royal Star Hawaii was created after company leaders grew frustrated with inconsistent service, aging equipment, and unpredictable pricing from third-party motorcoach providers.
“Our goal was really to establish a new standard for the industry here,” Howard said.
Its pledge includes transparent pricing, guaranteed vehicle categories, on-time performance and a commitment to safety. The company operates a fully seat-belted fleet equipped with onboard video and GPS systems, and trains its drivers internally rather than hiring from competitors.
“Once the driver leaves the yard, the driver is the product,” Howard said. “We train all of our drivers. We don’t hire people from other companies — we train, retrain, and requalify them.”
Royal Star Hawaii was also the first transportation company in Hawaii to offer dedicated wheelchair-accessible service. It operates five lift-equipped motorcoaches.
The company’s service model has earned national recognition. In 2023, its Grand Circle Island Tour was named the No. 1 travel experience in the world by TripAdvisor, surpassing global destinations including Machu Picchu and Saint-Michel in France.
“We’re very proud of that,” Howard said.
Royal Star Hawaii employs 110 people in its transportation division and 430 employees across its affiliated companies, which include Star of Honolulu Cruises and Events, Rock-A-Hula at the Royal Hawaiian Theater, Waikiki Luau, and a catering operation.
