Journeys for All: Inclusion in Travel
Expedia Group released a comprehensive study that examined the needs, preferences and challenges of underserved travelers–Black, Latino, LGBTQ+ and travelers with disabilities–to elevate their perspectives.
Key Takeaways:
- 86% of underserved travelers prioritize finding destinations where they feel safe.
- 80% prioritize destinations where they feel welcome.
- 73% are more likely to book repeatedly with companies that demonstrate a commitment to diversity and inclusion.
- 71% say it is important that travel company staff are trained in diversity and inclusion.
- 70% are more likely to plan trips when they see themselves in ads or promotions.
- 68% want advanced filters for accessibility features when booking online.
Source: Expedia Group, 2024
Redefining Traveler Priorities for 2025
Marriott Bonvoy, Marriott hotel company’s loyalty program, and Skift, a tourism industry intelligence platform, recently released a report detailing the 2025 travel outlook.
Key Takeaways:
- 61% of travelers and 78% of travelers aged 25-34 have taken or plan to take a trip to explore their family’s history or ancestry.
- 41% have used AI for travel planning and research, up from 26% in 2024.
- 67% of travelers (82% of travelers aged 25-34) try things they would not at home, such as unusual or unfamiliar foods, climbing heights or beginning conversations with traveling.
- 74% of travelers have considered or have booked travel outside of peak times to get a better deal and 52% will book now if they’re getting a special price.
Source: Marriott Bonvoy, Skift, November 2024
The State of the American Traveler
January 2025
Future Partners, a travel and tourism-focused creative insights firm, released its State of the American Traveler for January 2025. Currently, American’s sentiment for travel is strong, and travel brands are encouraged to keep an eye of trends that influence travel buying and behaviors.
Key Takeaways:
- 31.7% of American travelers reported feeling that their household is better off financially compared to a year ago, a 2.4% increase from the previous month.
- 36.9% of American travelers now say the present is a good or very good time to spend on travel.
- 58.2% say that travel will be a high budget priority for them in the next three months.
- 21.2% of American travelers plan to pay for some of their trips with Buy Now, Pay Later payment plans, with Gen Z most likely to use these plans (45%).
- 57.9 of travelers with children schedule family vacations during school holiday periods.
- 62% of travelers ’s likely or certain that usage of AI tools like ChatGPT and Gemini to plan travel will become much more popular in 2025.
- 52.3% feel its likely that an increasing number of travelers will avoid (or select) destinations based on their personal politics. This is a 4% decrease.
Typical American travelers anticipate taking 3.9 leisure trips in 2025:
- 67.3% expect to take purely leisure trips
- 61.3% plan to visit friends and family during the first quarter of 2025
Source: Future Partners, January 2025
PARTNER OPPORTUNITY
Inspiration Award Strategic Investment Grants
Deadline Approaching: Feb 28
If you are a non-profit organization that is holding an event before October 2025, Explore Tualatin Valley is now accepting applications for its Heart & Inspiration Award strategic investment grants. These awards support events in Washington County, Oregon, that drive awareness, overnight stays and cultural and economic growth.
Applications will be accepted now through February 28, 2025. These investments will be awarded by April 30, 2025.
STR REPORT
2024 Hotel Performance
Washington County’s hotels performed stronger in 2024 compared to 2023. When looking at specific metrics–occupancy, average daily rate and revenue per available room–outperformed Oregon counties in our competitive set.
INDUSTRY NEWS
Tualatin Valley in the News
“Gems of Japanese Culture in Greater Portland, Oregon,” David and Susan Greenberg, Northwest Travel Magazine, Jan/Feb 2025
“Discover Oregon’s Tualatin Valley: Wine, Dine, Hike Near Portland,” Kurt Jacobsen, Wander with Wonder, January 9, 2025