Justin Albertynas, a travel expert working in Lithuania, says most European businesses welcome Americans, especially groups from New York or Los Angeles.
The US market has long been coveted by destination management companies (DMCs) for many reasons, especially their income. The average American salary is around $70,000 per year, the 7th highest in the world.
Travel experts say that higher incomes mean higher costs for their trips. On the other hand, American tourists tend to spend more on food, hotels and tours than tourists from Europe or elsewhere. Americans are also accustomed to tipping, take longer trips and often bring family members along.
These are important factors as the tourism industry continues to recover and businesses struggle to make up for the losses caused by the pandemic. Therefore, according to Michael Rozenblit, founder of The World Was Here First - a travel website about destinations in the US and Europe - Americans are even more "desirable". Michael added that after years of travel due to the pandemic, Americans are starting to have new interests and DMCs are working hard to market to this market.
American tourists are the ones "hunted" by the world's tourism industry. Photo: CNN.
With the peak summer season in Europe now, the number of American visitors is expected to increase by 55% compared to last season. This figure shows the effectiveness of marketing as well as the boom after many years of "restraint" of American tourism. The strength of the USD compared to other currencies such as the euro, the policy of remote work also makes the US market a potential top destination on the list of tourists who want to travel in the future.
Catherine Chaulet, president and CEO of Global DMC Partners, a network of destination management companies, noted that other North and South American markets such as Canada, Mexico and Brazil also hold particular appeal for the tourism industry.
"They have money and want to travel, so they are the sought-after target," she said.
Recently, many destinations have launched campaigns targeting American and Canadian visitors, such as the Australian tourism industry's "Come and Say G'day." The nine-minute video, which has attracted 50 million views, is an effort by Australia to attract American visitors - Australia's second largest international market after China.
G Adventures, a small-group adventure tour operator based in Toronto, Canada, also said that American tourists are the “strongest and fastest-growing” segment among its five main markets, which also include Canada, the UK, Germany and Australia. Steve Lima, the company’s head of the US and Latin America markets, said they are increasingly dedicating resources, budgets and campaigns to attracting American tourists.
Online travel agencies (OTAs) and travel startups are doing the same. Ratepunk’s Albertynas says that since the company launched its soft launch in March 2022, it has allocated more of its advertising and marketing budget to the North American market.
“60% of our content marketing spend goes to bloggers and influencers in the US and Canada. These decisions have proven to be very effective and we have seen great returns,” Albertynas shares.
In addition to their high spending power, the way Americans crave "uniqueness" when traveling makes them even more popular. Many tourism professionals say that American and Canadian tourists are very interested in local culture and cuisine. They like to experience things that are unique and special.
The trend of working remotely and taking family on vacations in the US is also catching on in many destinations. Places that position themselves as attractive destinations for both business and leisure can reap big profits from US visitors.
“Workers in the US have a habit of bringing their families along to travel so they can work remotely. This makes them stay longer in their destination,” Chaulet said.
Street in New York. Photo: Tripsavvy
According to Peter Anderson, CEO of Knightbridge Circle, a luxury travel concierge service, Americans are good at listening to expert advice. This makes for a more satisfying trip for all parties. Anderson says some Europeans deliberately ignore advice when booking their hotels, which can cause frustration for all parties.
One of the most vivid evidences of the "sought after" American tourists is the increasing number of new international routes being opened to this country. After the pandemic, the demand for air travel has increased and the US market is still a "fat cake" for airlines.
This June, British Airways launched a new route from Cincinnati (Ohio, USA) to London (UK) - a popular destination for American tourists, operated by Boeing 787-8 Dreamliner with 55 weekly flights in the summer and four flights in the winter.
Turkish Airlines and Emirates are also continuing to expand their routes to the US. Starting in 2022, the Turkish national carrier will operate four weekly flights between Seattle and Istanbul. In the fourth quarter, they will launch new routes between Detroit and Denver. In April, Emirates will also launch its first route from Newark, New Jersey, to Dubai, UAE.
Tu Nguyen
According to CNN
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