US specialists tip ‘once-in-a-generation’ hooks to drive sales

US specialists have welcomed healthy demand and growing consumer confidence as the destination is showcased “on every screen” during the Fifa World Cup, which coincides with the 250th anniversary of the Declaration of Independence.

Ocean Florida co-chief executive Harry Hastings noted “strong and consistent demand” in the last week, with trade business up 59% on the same week last year, while America As You Like It revealed “improved airfares” were driving demand for autumn and 2027 departures.

USAirtours founder and chairman Guy Novik said this year had provided US specialists with a “once-in-a-generation set of hooks”, noting the US’s 250th anniversary, the centenary of Route 66 and the ongoing World Cup.

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“The tournament’s value to us is not about this summer at all,” said Novik. “The sheer volume of media exposure, with America on every screen for five weeks, will do what advertising cannot.”

He added: “I expect that to translate into enquiries through the back half of this year and, crucially, into bookings for travel in 2027.”

North America Travel Service director Yvonne Spencer also highlighted the “ongoing coverage”, adding: “We’re hopeful this is helping to inspire travellers.”

The operator reported a “marked increase” in demand for the US and Canada in the past week.

Advantage Travel Partnership commercial director John Sullivan said US sales in the week to Monday were up 6% on the same period last year, though slightly down on the previous week, with the destination representing 4.5% of all bookings.

Overall, the consortium has harnessed “positive momentum” and achieved growth against the previous week and a 6% year-on-year rise in sales.

Barrhead Travel managing director Nicki Tempest-Mitchell said bookings in the week to Monday were up year on year, adding: “Consumer confidence continues to hold up well, particularly our lates market.”

The Travel Network Group chief operating officer Stephanie Slark said demand remained “resilient” in the same period, despite the heatwave affecting parts of the UK, with booking volumes broadly flat week on week, but passengers up 5% and revenue rising 12.6%.

Premier Travel managing director Paul Waters revealed the heatwave meant sales softened slightly in the week to Monday, while Protected Trust Services managing director Emma Collis said bookings rose by 11.2% against the same week last year.

She added: “The heatwave doesn’t seem to have had an effect on members [as] week on week is very similar.”