Need a lift? In Hawaii, Holoholo offers a timely new option

June 5, 2021 - Holoholo, a locally owned rideshare company, launched in May with service on Oahu, Maui, Kauai, Hawaii Island and Lanai.

Holoholo founder and owner Cecil Morton brings more than two decades of transportation industry experience to the new venture; he currently serves as the CEO of SpeediShuttle. Morton said he does not see Holoholo as a direct competitor of rideshare giants Uber and Lyft but rather another option in an industry with plenty of demand, and one where all of the revenue stays in the Aloha State.

"[At SpeediShuttle] I do shared shuttles, black car service, and I also do tours, and this was just a natural for me as a business," said Morton. "I've been thinking about this for a few years, but the technology was a barrier to entry, and it took some time to get everything ready."

Holoholo works much like other rideshare services, connecting drivers with riders via a smartphone app. Holoholo will not make real-time adjustments to fares based on demand, also known in the industry as "surge pricing."

"There's always a balance in business and providing services, and I try to look at life as if I'm on the other side, no matter what the relationship is, consumer or vendor," Morton said. "In this case, I never liked the surge pricing when it happened to me. It felt like I was being taken advantage of."

Holoholo will also offer a handful of ride categories. Among them:

• Military, for riders who need a driver preapproved to enter U.S. military bases.

• Assist, for riders with mobility issues who need more help.

• XL, for vehicles than can accommodate up to five passengers.

• Luxury, for premium vehicles with highly-rated drivers.

• Green, an option for riders who prefer a hybrid or electric vehicle.

"We fully understand how fragile our ecosystem is living on an island, and reducing fossil fuel use is not only an issue for Hawaii but really one of global survival," said Morton, who has lived in Hawaii for more than two decades.

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