US travel intent from Europe ‘drops moderately’ year on year

Meanwhile, searches from the 27 European Union member countries recorded “a moderate” 0.3 percentage point decline compared to the same period in 2024, while Australia and GCC countries registered a 0.5 percentage point decrease.

At the recent Advantage Travel Partnership conference, commercial director John Sullivan highlighted growing numbers of travellers choosing alternative destinations to the US based on the belief they would get better value, citing cost, a weaker exchange rate and rising tipping expectations as “a growing concern”.

Meanwhile, the most recent Visit USA Association (UK) survey of operator and agent members found bookings to the US were holding steady with “minimal” cancellations in the first three months of 2025.

Carlos Cendra, partner and director of marketing and Communications at Mabrian, said: “In the context of millions of searches, these variations represent meaningful shifts in traveller sentiment and intention.

“Rather than a lack of interest in visiting the US, our travel intent data highlights long-haul travellers’ growing uncertainty about planning trips well in advance, with booking lead times readjusting toward shorter planning horizons.

“It is precisely during the planning phase that the US is in risk of losing competitive ground, as travellers might be considering alternative destinations."