US Travel Businesses Must Fight Back

The latest travel stats are reflecting an unsettling trend of travelers avoiding the US and consumers spending less. Travel experts feel this will extend into more revenue and booking losses for the years ahead. While the economy has flagged amidst the Trump tariffs, there are many positive factors brewing that could send the US economy and stock market soaring next year (perhaps this year).

I’m not going to get political here about whether President Trump is at fault or is cleaning up a long-standing economic and politically-driven economic problem in the US. He’s brought pluses and minuses, and his next quest is to reduce the interest rate, which would bring the US travel market and overall economy back. I feel the 2026 outlook is much better than the latest stats are showing. Travel agencies, DMO’s, travel software and trip tour marketplaces should be readying for a profitable 2026.

The point to make is that travelers are staying put for now this summer, perhaps for lower-priced staycations or they’re heading outbound to  Asia, Europe and even Africa.  The fall season might be okay with airfares falling. Yet, international traffic to the US is declining. The easing of the Iran/Israel war likely won’t bring travelers back. The global economy’s struggles will likely grow.  The key now is lowering too high interest rates and for Trump to get real trade deals done. As those countries lag (e.g., Canada), they’ll be willing to cut Trump a better deal. He’s got them where he wants them.

Total air ticket sales for U.S. agencies in May 2025 fell 5% year over year to $8.6 billion, from May 2024 and 2% lower than April 2025. On the positive side, airfare in early June was down 7.3% compared to the same time last year.

As of June, a lot is working against the travel sector (interest rates, regulation, producer costs, consumer debt, border security, unemployment). We have to fight back against the prevailing circumstance, because we’re more than a circumstance.

The US is a Spectacular Travel Destination

Our big picture view is that the US is a magnificent country and US travel businesses, DMOs and agencies should be selling more into the US domestic market. The U.S. travel and tourism industry contributes around 3% of GDP and over six million jobs, according to the Bureau of Economic Analysis (BEA). It enjoyed strong years but recently inbound tourism is falling off. It’s up to marketers to counter that trend and bring tourists back. There’s no better way to do that than via an intelligent content strategy boosted by a powerful SEO strategy. And we’ll get to that!

With the US economy expected to recover at some point, it stands to reason it will offer incredible sales potential for those who start building now.  So this lull in the US market is unfortunate, but we should hope the immigration issues will be resolved and normal visitation will resume. I suspect the adversarial relationship with Canada will ease, and the NATO agreement might rekindle a friendlier relationship with the United States by Europeans.

The best way to compensate for low traffic, low interest and low regard is to begin rebuilding the value proposition of traveling to the US and rekindle intent.

What is Hurting and Why?

According to Bank of America’s travel industry report, US tourism is heavily reliant on US consumers. So the current downtrend is mostly due to American’s economic and job insecurity within a persistent high interest rate environment. President Trump is jaw-boning with the Federal Reserve about the damage high rates are having on small businesses. If Trump can lower the rates by a few percentage points, it would generate a massive emotional lift for consumers and stock market investors, and boost the US tourism industry including the domestic travel market. Lower taxes would also provide lift.

A Strong Response for Your Travel Business

Let’s get refreshed on why the US is a profound travel product. Why do people love the US so much?

Why Foreigners Love the US

• Bucket-list appeal (NYC skyscrapers, Grand Canyon, Disney).

• Pop culture & media influence (movies, music, TV shows).

• Variety in one country (no need to cross borders for vastly different experiences).

• Comfortable and safe (no wars, has police, and good automobile transportation)

Why Americans Love Domestic Travel

• No passport needed – Easy for last-minute trips, offers cheap fares, and freedom.

• Loyalty programs (hotel points, airline miles).

• National parks, tours & road trips offer affordable adventures.

• Sports and recreation (MLB, NHL, NFL, pro tennis, mountain hiking, great beaches, fresh water fishing and boating)

I really like the US too, from the Florida beaches to San Diego to Colorado Rockies to South Dakota up to Boston and New England, and down through the Appalachians. The diversity is mind boggling which really stimulates the imagination — so much you can’t make up your mind. US travel companies simply need to focus on capturing that imagination, shaping traverls intent, and closing the deal with an irresistible offer.

In digital marketing terms, the challenge is one of identifying and targeting each unique traveler profile, and generating a unique content experience for each of them.  We should generate, unique, multiple streams of content for multiple niche audiences (while still putting an emphasis on your main target customer).

And, I have to add, that our branding goal is to be “the only travel agency they will ever want.”

Your Content Strategy: Before you build your creative travel content, travel SEO strategy, and your trip/tour descriptions, be clear on what the objective of each piece will be.

Here’s a tactical process to review to help resolve challenges/opportunities at each stage of the customer journey and some creative idea to stoke your promotional imagination:

1. Spark Traveler’s Desire (Awareness Stage, Building Intent)

Goal: Make them dream about a US trip.

Tactics:

✅ Showcase “Money Can’t Buy” Experiences

• “Walk on the Grand Canyon Skywalk at sunset”

• “Meet Mickey at a private Disney VIP tour”

• “Stand on Times Square at midnight like in the movies”

✅ Leverage FOMO & Pop Culture

• “Feel the Beach Boy Surfer Vibe at San Diego’s Beaches”

• “Find your own ‘Twin Peaks’ in the Pacific Northwest”

• “Drive a Mustang on Route 66 like in ‘Cars’”

✅ Use Stellar Visuals & Video

• Short-form videos (TikTok/Reels) of iconic US moments (Niagara Falls, Vegas lights, NYC skyline).

• User-generated content (UGC) – Repost travelers’ best US moments.

2. Shape Their Travel Intent (Consideration Stage)

Goal: Make them seriously consider booking.

Tactics:

✅ Hyper-Personalized Itineraries

• “Love hiking? Here’s your Utah Mighty 5 road trip.”

• “Foodie? A deep-dive into New Orleans’ jazz & gumbo scene.”

✅ Social Proof & Testimonials

• “Maria from Spain said: ‘Disney World was even better than I imagined!’”

• Show real traveler stories (video testimonials work best).

✅ Compare US vs. Other Destinations

• “Why spend 10 hours flying to Europe when Hawaii has better beaches?”

• “More theme parks than anywhere else in the world.”

3. Overcome Objections (Decision Stage, Capturing Intent)

Goal: Remove doubts & push them to book.

Tactics:

✅ Address Cost Concerns

• Offer payment plans (Affirm, Klarna, or installment options).

• *”Skip the hassle—our all-inclusive package saves you 20%.”*

✅ Simplify Visa & Logistics

• Provide ESTA/Visa guides for international travelers.

• “We handle airport transfers, so you don’t get lost.”

✅ Scarcity & Urgency

• “Only 3 spots left for Yellowstone in peak season!”

• “Book by Friday for a free NYC dinner cruise add-on.”

4. Close the Deal (Booking Stage)

Goal: Make booking irresistible & effortless.

Tactics:

✅ Limited-Time Bonuses

• “Free upgrade to ocean view if booked in 48 hours.”

• “Complimentary $100 dining credit with every package.”

✅ Risk Reversal

• “Free cancellation up to 30 days before.”

• “Price-match guarantee—find it cheaper, we’ll refund the difference.”

✅ One-Click Upsells

• After booking, offer:

  • “Add a helicopter tour over Vegas for $99 (normally $250).”

  • *”Get skip-the-line passes to Statue of Liberty for just $20 more.”*

5. Post-Booking Nurture (Customer Loyalty)

Goal: Turn them into repeat customers & promoters of your company and trips.

Tactics:

✅ Pre-Trip Excitement Emails

• “Your Grand Canyon adventure starts in 10 days—here’s what to pack!”

• Share exclusive local tips (e.g., “Best secret BBQ spot in Austin”).

✅ Post-Trip Engagement

• Pre-condition their intent for future trips

• Ask for reviews: “Tag us in your NYC pics for a chance to win a free trip!”

• Offer loyalty discounts for their next US trip.

The current dip in the US travel market is a good moment for travel companies that are stagnating. It’s an opportunity to reorganize your company, review your business and revenue models, find new products and services, and upgrade your marketing — including leveraging free organic content and SEO expertise to help you rise to the top.

If invisibility precedes bankruptcy, then high visibility is the route to market leadership.

Let’s grow visitors, leads, bookings and revenue in H2 2025 and for 2026 which is just around the corner.

Title Image: Pickpik.com