US bookings ‘holding steady’ after early Trump turbulence 

Bookings from the UK to the US have been “holding steady” in the second quarter of the year with no cancellations, according to latest industry data.

Turbulence in transatlantic travel triggered by the Trump administration’s first 100 days in office appears to have subsided and forward bookings for 2026 are described as positive.

The results of a review into booking trends for the April to June period by Visit USA Association (UK) operator and agent members shows that more than half (60%) are seeing enquiries and searches above or equivalent with 2024 levels.

Respondents reported no cancellations or changes to forward bookings.

The increased affordability of US holidays was noted as the booking driver now, compared to three months earlier. 

The best destination performers in the quarter were the Deep South, New York, Florida, Alaska, California and New England.

Forward bookings for 2026 are looking positive, with good pricing on air fares and "exciting" events approaching, such as the World Cup shared with Canada and Mexico, and the country’s 250th anniversary. 

Visit USA (UK) chief executive Kate Kenward said: “We are seeing some exciting trends coming through, with some visitors wanting to visit or revisit top USA destinations such as California, Florida and New York, whilst others are seeking out destinations such as Alaska, Deep South and New England which maybe bucket list plans or a desire to discover off the beaten track USA. 

“Our members confirmed that outdoor, adventure, experiential, and cultural holidays were all booking well.”

Visit USA member Tom Dale, head of commercial at North American Vacation Homes, added: “There is definitely a renewed confidence in US bookings right now - both in consumer booking numbers for ’25 and ’26 but also from the tour operators that are our customers. 

"In the first three months of this year there was definitely uncertainty, fed in some part by the activity and headlines of the new administration’s first 100 days. 

"But that has passed things are back on a more normal footing - 2026 is flying already.”