Approximately one in 10 respondents projected bookings in the fourth quarter of 2010 to be on par with the fourth quarter of 2009. In contrast, one fifth (20%) of the trade projected bookings to be lower in the final quarter of 2010 compared to the same period in 2009.

First Quarter 2011 Bookings Projected to be Higher

• For the first quarter of 2011, the majority of UK tour operators (67%) projected higher bookings to the United States compared to the same period in 2010.
• However, on average, first quarter 2011 bookings were projected to be about the same as first quarter 2010 bookings since 11 percent of the respondents projected bookings to be on par, and one fifth (22%) of the trade projected lower bookings to start the year.

Travel Motivators and Deterrents

• In the next six months, value proved to be the top motivator for bookings to the United States. Accommodation rates also topped the list of motivators, followed by the exchange rate and air capacity.
• In contract, for the fourth survey in a row, trade listed the level of promotion by other long-haul destinations as the top deterrent for bookings to the United States in the next six months. The UK and global economy rounded out the top three deterrents for travel. They were followed by U.S. policies for entering the United States, including visa processing time, entry and exit requirements, and the requirement to implement the Electronic System for Travel Authorization.