Eight problems America must fix to win back British tourists

Telegraph

21 hours ago

It's official: British travellers have fallen out of love with America. How else can you explain the US's profound decline in our Telegraph Travel Awards, which has seen the Land of the Free go from being voted readers' tenth favourite destination just over a decade ago to a lowly 50th place in this year's rankings?
To be clear, it isn't that British holidaymakers aren't heading Stateside: polling indicates that the US remains the most popular long-haul destination. But when it comes to satisfaction, our readers are now ranking the destination below the likes of Vietnam, Oman, Argentina and Colombia, as well as big-hitters such as Japan and Greece.
As someone who has ventured to 20 states over ten years, I would be the first to sing the country's praises as a truly life-changing destination. But being a regular has given me some insight into those little niggles that can take some of the shine off an otherwise stellar vacation.
ESTA grumbles
Entering the US on a British passport is meant to be easy thanks to the ESTA visa waiver, which allows you to do the necessary admin well in advance. In practice, though, regular visitors have been dealing with a steady build-up of friction over the past decade.
One thing that stands out is the first Trump administration's decision to add Cuba to the list of countries that can render you ESTA-ineligible. This hangover from the Cold War now means that the 30,000 or so Britons who visit Cuba each year will need to apply for a full visa should they want to visit the States.
At the same time, the heightened focus on immigration controls means that even the most benign, low-risk travellers can't be sure they won't face a barrage of questions when they reach the border. Show some common sense and call them 'sir' or 'ma'am' and you should be absolutely fine.
Chaotic airports
Home to four of the world's busiest airports, the US has never been a picnic when it comes to air travel. But TSA data reveals that things have been getting worse in recent years, with average waiting times at tourist hubs like JFK and Orlando International moving in the wrong direction.
That's before we get to the shockingly outdated condition of some major US airports, like Miami International and Chicago O'Hare. Once you've visited the pristine, technologically-advanced alternatives in places like Abu Dhabi and Qatar, their American counterparts can look seriously shabby in comparison.
Expensive transport
The vastness of America – its cities included – means that it's often impossible to do anything on foot. And with public transport absent beyond most of the major cities, travellers generally depend on rental cars and taxi apps to get around.
Unfortunately for them, the price of both of those options has skyrocketed in recent years, with car rentals jumping some 40 per cent since the pandemic. As for Uber, I only have to check my previous email receipts to see how expensive things have got over the past decade. The same journey can easily cost more than double.
Crowded attractions
With its vast landscapes and massive highways, you don't imagine the US could get crowded. But a wave of pent-up demand from the pandemic coupled with a surge of rich retirees looking to complete their travel bucket lists has triggered a massive domestic tourism boom, pushing some destinations to their limits.
Traffic queues at popular national parks like Yosemite have been reported to be exceeding two hours, with some 332 million people descending on a US national park last year. Meanwhile social media continues to drive legions of impressionable millennials to viral destinations. In sleepy New England, picturesque towns have resorted to road closures and extra sheriff patrols to deal with the hordes of phone-wielding out-of-towners seeking the perfect autumnal shot.
Unsafe cities
While the extent of America's urban crime wave is hotly contested, there's no denying that the mega-cities of New York and San Francisco at least feel less safe than they used to. Dishevelled drug users on street corners may be a sad sign of underlying social problems, but they certainly make you think twice about parking your rental car.
Then there are the scammers. On my last visit to NYC, I noticed that JFK has tannoy announcements warning about unlicensed taxi drivers demanding extortionate fares with the threat of menace. Be careful: the one I spotted outside the terminal touting his wares looked like an extra from The Sopranos.
Pricey restaurants
Higher food costs and a hot economy has seen restaurant prices rocket across the States. The US government's Bureau of Labor Statistics estimates that menu prices are 27 per cent higher than before the pandemic, while that most American of culinary institutions, McDonald's, estimates that its franchises are charging 40 per cent more than five years ago.
Add to that the perennial bugbear of British visitors: tipping. These days, those ubiquitous 'Square' payment terminals will even suggest amounts (usually starting at 20 per cent and rising up towards 50 per cent) when you pay, giving each one a Tripadvisor-style verdict – 'Great service!' – to help you decide.
Costly hotels (with hidden fees)
It isn't just restaurants that have caught the inflation bug: hotel costs have boomed too. By some estimates, hotel prices in Las Vegas have jumped 47 per cent in five years, while decent rooms in the touristy parts of New York City now top $400 a night during peak periods.
If the prices weren't bad enough, the ongoing trend for hidden fees (usually known as 'resort fees') shows no sign of abating. Hotels in the Big Apple now routinely charge a 'destination fee,' which can easily add an extra $30 – per night – to your bill. In the spiritual home of the resort fee, Las Vegas, the average levy has hit $40 per night, up from $36 just one year ago.
Stronger dollar
We know that Britons are more likely to flock to the US when the exchange rate is in their favour. Shopping addicts may remember the craze for Florida trips just before the financial crash, when one pound bought just over two dollars.
These days, things have moved strongly in the other direction, with sterling finding a new home at around $1.30 for much of the past few years. While your British accent and manners might go far in America, your wallet probably won't.