Expedia Group 2025 Traveler Value Index
Expedia Group recently released its global 2025 Traveler Value Index, a report that uncovers the importance of travel, traveler priorities and emerging influences on booking travel.
This global report, which analyzed data from 11,000 consumers across 11 key markets around the world, provides insight on travelers’ decision making and their shifting priorities and values shape their travel decisions. The following is a snapshot of some of the key insights from the report.
Growing Appetite for Travel
As travelers are prioritizing travel, 86% of global consumers are planning to take a leisure trip in the next 12 months. Consumers are also planning to take more trips, 2.88 trips (compared to only 2.05 trips in 2022).
Friends and Family Fuel Travel
Spending time with friends and family is the top motivator for travel, with 57% of US respondents indicating the importance of spending time with friends and family. Finding new experiences also ranked high with 44% of all respondents seeking new experiences.
“Flexcations” Are Booming
More travelers (43%) are taking “flexcations,” which combines business travel with vacations. This trend is particularly common among partially or fully remote workers (72%) and travelers under the age of 40 (58%).
Rising Costs Continue to Impact Travel
While 51% of travelers are increasing their travel budget for the next year, travel costs remain important, and the way travelers define “value” is changing. Travelers are looking for quality, assurance and flexibility when booking trips. Businesses that offer clear and flexible cancellation policies will have a competitive edge in attracting price-conscious travelers.
Reviews Matter
Product reviews are an important part of building trust among traveling consumers, especially lodging. Most travelers (75%) would pay more for a hotel or vacation rental with better customer reviews. For travelers under the age of 40, reviews are more important than price when booking hotels and vacation rentals.
Social Media and Travel Influencers Matter
Social media continues to be a source of travel inspiration to 61% of respondents. This is a significant increase from 2022, when only 35% cited social media as travel influence. Top sources of inspiration include:
- Family and friends’ social media accounts (30%)
- Travel-focused social media influencers (28%)
- Branded social media accounts (25%)
- Non-travel social media influencers (17%)
According to the report, as social media rises in importance, the impact of influencers on travel recommendations has grown. Seventy-three percent (73%) of travelers have made travel decisions based on an infleuncer recommendation. That number swells to 84% among travelers under the age of 40.
Source: Expedia Group
Washington County Hotel Performance
August 2025
Washington County’s hotels continue to experience seeing shifts in performance compared to 2024, a trend mirrored across the competitive set. In August, overall occupancy reached 73.1%, a 7.3% decrease over the same period in 2024. Average daily rates (ADR) and revenue per available room (RevPAR) saw decreases to $134.74 (down from $147.59) and $98.54 (down from $116.42), respectively.
Last Call: Inspiration Award
Explore Tualatin Valley’s Heart & Inspiration Awards provide up to $5,000 per event (up to $25,000 total this cycle) to support events in Washington County, Oregon that inspire visitation, cultural growth, and community pride.
Eligibility: Open-to-the-public events in Washington County, organized by 501(c) non-profits, confederated tribes and by local governments.
Deadline: Apply by September 30, 2025 for events held Nov. 2025 – May 2026. Awards announced by Oct. 31, 2025.
In the News
These articles raise a glass to Tualatin Valley’s wine country, a perfect kick-off to the fall season.
- “Wine Country Reinvented: Wine regions are transforming themselves and expanding the wine varieties they grow,” Via, The AAA Magazine, September/October 2025
- “4 Colorful Wine-Country Drives,” Northwest Travel & Life, September/October 2025