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The truth about American tourists

USA American tourists United Kingdom pound dollar currency travel - Getty
USA American tourists United Kingdom pound dollar currency travel - Getty

Britons hoping to visit the US have been handed a blow after the pound fell to an all-time low against the US dollar.

UK travellers will be £210 worse off for every £1,000 exchanged into dollars, making half-term holidays to Disneyland or Christmas breaks to New York unaffordable for many. On a micro level, thanks to the terrible exchange rate, a Reuben sandwich at New York’s Katz's Deli (of When Harry Met Sally fame) now costs 20 per cent more, rising from £21 to an eye-watering £25.50. Perhaps we won’t have what she’s having.

And the situation could get worse. Among the grimmest predictions are that sterling could slump to parity with the dollar by the end of the year. Still, as the phrase goes: one man’s loss is another man’s gain. And our friends across the pond now face a rather enticing proposition – a bargain holiday to Britain. Five-star hotels may suddenly be a snip, tickets to top tourist attractions slashed in cost, and meals at high-end London restaurants a bargain. In short, the Americans are coming.

Stuart Proctor, chief operating officer of the Stafford, a five-star hotel close to Green Park which has long had a special relationship with Americans, who account for 60 per cent of its guests, has already seen demand soar.

“The forward bookings of Americans have never been stronger and our fourth quarter will be a record in the history of the hotel,” he said.

stafford hotel london - KALORY LTD
stafford hotel london - KALORY LTD

Similarly, new data from Visit Britain reveals that US flight bookings to the UK from October until the end of the year are currently tracking at 98 per cent of 2019 levels, almost 22 per cent higher than the world average. This recovery is particularly crucial given the US is our largest and most valuable tourist market. In 2019, there were 4.5 million visits from the States with visitors spending a whopping £4.2 billion. 

Visit Britain CEO Patricia Yates expects the tumbling pound to encourage even more US travellers to holiday in the UK. “Our latest research shows that the biggest draw globally for visitors choosing a destination is that it offers good value for money,” she said. “We also know there is huge pent-up demand for international travel and more than half of visitors we surveyed earlier this year still hadn’t decided where to go.”

Joss Croft, CEO of trade body UKinbound, agrees we will see an uptick in visitors, adding: “We also know Americans have an affinity for the British Royal Family, and next year’s coronation is sure to be a further draw.” 

Just how long Americans can prop up our tourism industry remain to be seen, however. “Although the exchange rate may result in a short-term boost, we can’t assume this will continue in the long-term as international tourism is very competitive,” cautions Joss Croft.

American tourists United Kingdom London - Getty
American tourists United Kingdom London - Getty

Indeed, before we hoist up the star-spangled banner, there are a few other variables that might temper demand going forward. Slowly but surely an anti-British sentiment has taken hold among the US coastal elite in recent years – as evidenced by a series of strange op-eds in the New York Times lambasting the country’s “dreamy jingoism” and suggesting that until recently Britain survived on boiled mutton and oatmeal.

Even the death of Queen Elizabeth was met with a muted, or even disrespectful, reaction in some circles, with the French surprisingly appearing to be more moved by the monarch’s passing. Nevertheless, it will likely take more than a few frosty words to fracture the ‘special relationship’ and put off the average American from making the pilgrimage. You just need to look at the US obsession with the Great British Bake Off to see that their Anglophile tendencies are alive and well.

So we might not be going there, but they are certainly coming here – and likely in great numbers. But what can we expect from the US traveller in 2022 and beyond?

What are American tourists really like?

How they behave

We may speak the same language, but culturally we are poles apart from our US friends. American travel writer Sally Peck has plenty of insight into the holiday habits of her fellow countrymen.

“Americans are list-tickers; with less holiday allowance than Europeans, they’re people on a mission, and they don’t want to waste time. Their lists typically are dominated by the most famous places. You won’t find many of them pootling around Puglia or Slovakia. They quest not for the hidden gem, but for the best. Head to the Amalfi Coast or St Tropez, Paris or Rome, and they’re there, front and centre – you can hear them from a mile off. They may even be coming in search of their family roots – in which case, you’ll hear plenty about that, too.”

How does this translate to the UK? The pursuit of the best means you are likely to see wealthier travellers taking afternoon tea in the glossy Corinthia, where an entire floor was once booked by the Trump family for a state visit, rather than a soggy sandwich on the run, for example.

leicester square travel london - Getty
leicester square travel london - Getty

For the new Netflix-reared generation of more engaged travellers, this attitude has taken on a little more nuance. They are still after the ultimate experiences, but rather than a hot chocolate from Harrods it may well be a humble curry house in East London they saw on a food travel show or a fish and chip shop recommended by the late Anthony Bourdain. Certainly the Aberdeen Angus Steakhouse has lost its allure in the internet age.

When it comes to tipping, old habits die hard and you can expect Americans to shell out at least 20 per cent in restaurants, regardless of whether service is included. Tips for taxis, bar staff, hotel porters and almost everyone else they meet are par for the course.

Reliability and relationships are also important, which is why they will likely book rooms at the likes of the Stafford, with its storied American Bar, or trusted US brands such as the Rosewood or more middle-of-the-road monolith Marriott.

Are they polite?

As for how they interact, expect good manners, but certainly no British-style reserve if something isn’t quite right.

“Americans take their manners and their travel seriously – particularly when compared to Britons. Wine? Cocktails? Yes, if thematic, but not to excess,” says Sally Peck.

“As travellers, they’re also fairly big on respect, of the loud and proud Aretha Franklin variety – as tourists, they’re not there to occupy, they’ve come to learn and engage. And to call you sir. Even if you have no title.

“And Americans are highly adept at complaining. Grin and bear it? But why?” This attitude may well collide with the supply chain and staffing issues affecting Britain’s hospitality industry, which many have observed has led to a drop in service standards.

us tourists london travel tourism - Getty
us tourists london travel tourism - Getty

How to get along with them

According to Sally Peck, talking about education is safe ground – but steer clear of politics.

“Do ask: Where did you go to college/university? They love to answer this. Especially the young ones,” she says. “Don’t ask: Who did you vote for? Too divisive and, either way, you’re in for a long lecture – possibly including ‘facts’.”

Fellow American travel journalist Lizzie Frainier, now based in the UK, drills into comedic nuances in her assessment of how to chat to US tourists.

She says: “I always find it interesting how different humour is in the US. You see it in films and television programmes: I remember on a recent visit, watching a quirky British film at the cinema, cackling away at the dry British wit and sarcasm, while the rest of the auditorium lay silent. It's indicative of how you should inject humour in your conversations with Americans too. When I'm with friends in my home country, I often adjust what I say as sarcasm doesn't always go down well – or is simply misinterpreted as rude.”

In a reminder we are all too prone to stereotyping, Lizzie also explains how many Americans still expect British food to be terrible: “I'm often surprised by how many of my American friends and family still have tired perceptions of the British food scene. Share your favourite local restaurants and the dishes to order and you'll become very popular.”


Are you planning a bargain holiday to Britain due to the fall of the pound? Please share your thoughts in the comments below