INDUSTRY INSIGHTS
Influencers Aren’t Going Anywhere, and Their Power Is Expanding
Key Takeaways
- Most Gen Z adults (88% ) report following at least one influencer on social media. Nearly 1 in 4 (22%) report following more than 50. These figures are both double-digits higher than what is reported by the general population.
- Gen Z adults actively seek out information and advice from online influencers at much higher rates than all U.S. adults. (Media recommendations, dating, fashion and beauty are among the topics where these gaps are largest.)
- Large shares of Gen Z adults say they have in-person conversations based on what they see influencers sharing on social media, highlighting the growing offline impact of internet content.
- Still, Gen Z’s online appetite isn’t totally satisfied: 32% say they want to see even more influencer content.
The Evolving Role of Experiences in Travel
The emergence of the “travel experience” market
According to a recent study, travelers are looking for new and possibly life-changing experiences, which is driving their travel decisions. Today’s travelers are looking for specific activity interests, with 52% of GenZ will splurge on experiences (compared to 29% of Baby Boomers).
The “travel experience” market includes: Live events and cultural engagement; nature, adventure and active travel; iconic sites and museums, gaming and theme parks; and health and wellness.
Washington County Hotel Performance
September 2024
Washington County’s hotels are still performing well month-by-month, per data provide by STR. In September, hotel occupancy was flat, with 70.7% of all hotel rooms occupied (same percentage as the same month in 2023). However, as occupancy remained unchanged, the average daily room rate (ADR) increased by 6.7% to $138.22, resulting in a revenue per available room (RevPAR) increase of 6.3% to $97.67.
PARTNER OPPORTUNITY
Get into the cozy-season spirit at Explore Tualatin Valley’s holiday open house. Savor seasonal treats, sip festive beverages, and enjoy the chance to give back while entering to win one of three Tualatin Valley Cozy Season gift baskets, brimming with local goodies.
INDUSTRY NEWS
Tualatin Valley in the News
“Vines and Views: Discover Oregon’s Tualatin Valley And Beyond,” Ann N. Yungmeyer, Chattanoogan, September 4, 2024
“5 Villas in the Vineyard,” Pam & Gary Baker, Northwest Travel & Life, September/October 2024
“Weekend Wanderings: Willamette Valley and Tualatin Valley,” Molly Amber, Seattlite, August 8, 2024
Ask an Expert
Travel Oregon Launches New Consultation Program
Do you need a consultant to help with stewardship and development information or technical assistance and resources to elevate Oregon’s key tourism niches? Travel Oregon launched a new program, Ask an Expert, which can match your business with a vetted consultant for up to two hours of free one-on-one consultations and up to three additional hours of research and follow-up support.
Topic areas include: Trail stewardship, outdoor recreation, agritourism and tour/guide/outfitter operations.
Any Oregon tourism industry partner can access these consultations free of charge by completing the Ask an Expert form.
Hotel Partners: Update Your Lodging Property Listing
Deadline to update your free listing: November 22nd
Make sure your lodging property is included in the 2025-2026 Official Travel Oregon Visitor Guide. Printed annually, the guide is the only statewide print piece of comprehensive lodging listings. Any transient lodging property in Oregon that pays the statewide 1.5% lodging tax is eligible for a free basic listing in the printed guide as well as a listing on traveloregon.com. Oregon Restaurant & Lodging Association (ORLA) manages the lodging database used to feed both directories.
Properties are required to update/verify their existing listing or submit a new lodging listing to ORLA by November 22, 2024, for inclusion in the guide. Questions? Please contact ORLA at Listings@OregonRLA.org.