It’s no surprise to hear that travel has been one of the hardest hit sectors over the past couple...
Eat out in London or Paris; head to the beach in Spain or Italy, and you can’t help but notice US accents right now. Summer 2024 has heralded an influx of American tourists to Europe driven by a combination of economic, social, and cultural factors. Here’s why the UK travel and leisure industry should be focusing on the US market and how you can reach American tourists in their key research phase.
The rise of US tourists in Europe
The past few years have seen a marked increase in American tourism to Europe. According to the World Travel & Tourism Council, approximately 18 million Americans visited Europe in 2023, a number projected to grow by 15% in 2024. This surge is attributed to the increasing affordability of international travel, the desire for cultural experiences, and the strong US dollar. The main factors are:
- Current economic conditions:
The strength of the US dollar relative to the Euro and the Pound has made European travel more affordable for Americans and while it has recently softened slightly, flights are also cheaper. Summer flights from the US to London are down 21% YOY, with the average airfare to Europe 16% less than in 2023.
- Cultural curiosity:
There's a growing interest among Americans in exploring the diverse cultures, historical landmarks, and unique experiences that Europe offers. Destinations rich in history and cultural heritage, such as those found in the UK, are particularly appealing, as is the close proximity of varied destinations.
- Post-pandemic wanderlust:
The easing of COVID-19 travel restrictions has unleashed a pent-up demand for international travel. Many Americans are keen to make up for lost time by embarking on long-haul trips to explore new destinations.
This trend represents a significant opportunity for UK travel and leisure business as American tourists are among the highest spenders in the world.
Economic benefits of targeting US tourists
American tourists spend approximately £1,250 per trip to the UK. This is significantly higher than the average expenditure of holidaymakers from other regions. Their spending encompasses a wide range of activities including accommodation, dining, shopping, and entertainment - it’s estimated they contributed over £4.5 billion to the UK economy in 2023, a figure expected to rise to £5.2 billion in 2024.
Why the UK is a prime destination
The UK offers a treasure trove of historical and cultural attractions that appeal to American tourists. Iconic London landmarks such as the Tower of London, the British Museum, and the Houses of Parliament provide a window into the UK's rich history. Furthermore, the cultural heritage of cities like Edinburgh, Liverpool, Oxford, Cambridge and Bath draw tourists interested in exploring centuries of history and tradition.
But it’s not just the big cities that command US tourist’s attention - The British countryside, with its picturesque landscapes and charming villages, offers a stark contrast to the urban environments familiar to many American tourists.
Areas like the Cotswolds, Lake District, and the Scottish Highlands provide idyllic settings for those seeking tranquillity and natural beauty. The allure of historic homes, rolling hills, and scenic walking trails is a significant draw for those looking to experience the UK’s rural charm.
Understanding the demographics of American Tourists
American tourists visiting the UK are diverse, spanning various age groups and backgrounds. Millennials, aged 25 to 40, are a significant demographic, drawn to the UK’s vibrant cities and cultural offerings.
Retirees also form a substantial portion of American tourists, often seeking leisurely and culturally enriching travel experiences. Families, solo travellers, and young professionals round out the mix, each with distinct preferences and travel behaviours.
The power of compelling content
Storytelling is a powerful tool in travel marketing, particularly when you consider that 59% of travellers don’t have a specific destination in mind at the start of their research phase. By crafting captivating stories about destinations and experiences, travel and leisure brands can connect emotionally with potential tourists. For example, sharing a narrative about the romantic allure of the highlands or the historical significance of a castle can captivate and intrigue US audiences. Americans REALLY like castles!
Other tactics include creating detailed guides to popular destinations, insider tips on local attractions, and comprehensive information about travel logistics. Providing practical advice, such as the best times to visit, recommended itineraries, and local customs, helps potential visitors plan their trips with confidence and enhances their overall travel experience.
How to effectively reach US audiences
Here at TAN, we specialise in creating high-quality digital long-form content that really captures the imagination of potential US tourists. This, coupled with the ability to distribute content across some of America’s most premium publishers, enables us to help UK travel businesses stand out and gain cut through in the lucrative US market. Contact us today to see how we can help your travel or leisure business.
