2026 Deloitte Summer Travel Insights
According to a report released by Deloitte, a professional services organization, fewer Americans are planning summer vacations this year.
Key Takeaways
- Only 45% of Americans plan to take a summer vacation involving paid lodging, the lowest level recorded in six years.
- Of those surveyed, 35% say they simply cannot afford a trip, while 32% note that travel specifically has become too expensive. Some also have concerns over travel disruptions (11%) and safety (11%).
- Travelers with a household income of less than $100,000 are mostly impacted by high costs. Travel plans for Americans making more than $100,000, 55% of the traveling public, are not as impacted and high-earning Millennials and Gen Z are driving summer travel demand.
- The number of travelers taking post-Labor Day summer trips has climbed in recent years, with 20% of all travelers booking travel after the holiday.
- Generative AI is also affecting the travel industry: 64% used a standalone AI travel tool, more than search engines (52%), social media (35%) or online travel agency, such as Expedia (36%).
Read the Full Report
Washington County Hotel Performance: April 2026
Washington County’s hotels are navigating weak occupancy levels by prioritizing value. While April saw declines, hotel occupancy held strong with 60.7% of rooms occupied, a minor 2.7% drop from April 2025. Average daily room rates were adjusted to $118.29, a 4.6% decrease from the same time last year, yielding a RevPAR (revenue per available room) of $71.76, a 7.1 decrease.
Don’t Miss Our Summer Great Outdoors BBQ
Join Explore Tualatin Valley for a Summer BBQ at Tualatin Community Park on June 25 (3–6:30 p.m.). Enjoy networking, a guided nature walk, and a river paddle with local outdoor partners.
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ETV in the News: How Tap Season, Dining Month are Driving Business in Tough Times
Portland Business Journal recently highlighted the success of ETV’s Tap Season Campaign in a recent article, “How Tap Season, Dining Month are driving business in tough times.” The article is behind a paywall; however, PBJ subscribers can access.
Tualatin Valley In the News
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- “Oregon’s Scenic Lake Less Than An Hour Outside Portland Offers Excellent Fishing Spots And Hiking Trails,” Yahoo Travel, April 20, 2026
- “Beaverton Restaurants and Food Carts Worth the Slog Down 26,” Portland Monthly, April 17, 2026
- “With Sosta House, Lerzi, and Winery Lane Collective, Mia Ponzi Builds on Her Family’s Legacy,” Willamette Week, April 14, 2026
