Miles Partnership’s 2025 Year in Review
As 2025 closes, Miles Partnership, a global travel and tourism industry strategic marketing consultancy, released it’s year in review, which offers some insights of American travelers.
Key Takeaways
- The uncertain U.S. economy is prompting travelers to reevaluate priorities with the majority of travelers in all age groups agreeing that the high cost of everyday goods are causing them to travel less.
- Affluent travelers, or “Indulgent Explorers,” are getting younger and spend more while visiting a destination.
- Indulgent Explorers are more tech savvy than average travelers and are using artificial intelligence (AI) for travel decisions.
- More travel businesses are using AI, with more than 50% using it in customer-facing applications. Nearly 40% of U.S. travelers are actively using AI to research and plan travel.
- Loyalty programs play an important role in travel, with travelers redeeming points as payment (via credit card points, miles and OTA rewards).
Washington County Hotel Performance
November 2025
Hotel performance in November continued to fall behind 2024 numbers, according to STR. For the month, occupany fell 8.0% to 56.3% from November 2024. Average daily rate fell 6.6% to $118.02. Revenue per available room also fell to $66.49, a 14.1% drop from 2024’s revenue of $77.38.
Tourism Sign Grant Program Now Accepting Applications
ETV has a new, one-time Tourism Sign Program Grant open to all eligible tourism businesses in Washington County. This reimbursement grant, supported in part by Travel Oregon and the Regional Cooperative Tourism Program, is designed to offset costs for Oregon Travel Information Council (TIC) highway business signage. Read the full guidelines here.
Oregon Destination Association Conference
ETV is proud to serve as the host destination for the Oregon Destination Association (ODA) Annual Conference, January 27–28, 2026. Open to destination professionals from member organizations, the conference focuses on leadership development, innovative education and meaningful networking opportunities.
In the News
- “An Escape to Wine Country,” Ed Condran, Asbury Park City Lifestyle, December 2025
- “The Best Places to Visit in Oregon in Winter, From Cannon Beach to Crater Lake,” Tamara Gane, Yahoo!, December 8, 2025