U.S. Travel Declines as Accor Partners with Mbappé and Airbus Reports New Orders

U.S. Travel Declines Amid Global Industry Recovery

Global travel is showing tentative signs of recovery, yet the United States stands out as a notable weak spot in the sector’s rebound. The latest Skift Travel Health Index reveals that worldwide travel activity increased by 1% in April compared to March. In contrast, North America experienced a 5% decline, largely attributed to softer U.S. consumer sentiment and reduced travel spending. This downturn is already impacting key destinations; New York City, for instance, expects to lose approximately 2 million foreign tourists in 2025, underscoring broader challenges facing inbound tourism.

The outlook for the U.S. hotel industry is similarly subdued. PwC forecasts a significant slowdown in revenue per available room (RevPAR) growth for 2025, intensifying concerns about the sector’s near-term prospects. Despite these headwinds, an estimated 5 million Americans are still anticipated to travel to Europe this summer, even as a weaker U.S. dollar increases the cost of overseas trips.

Strategic Moves in Hospitality and Aviation

In response to shifting market dynamics, global hospitality brands are intensifying efforts to secure direct bookings and enhance customer loyalty. Paris-based Accor has launched a new marketing campaign featuring French soccer star Kylian Mbappé to promote its ALL loyalty program. The initiative seeks to encourage travelers to book directly with Accor, thereby avoiding commissions of 15% to 25% typically charged by online travel agencies. Accor faces stiff competition from larger rivals such as Marriott and Hilton, whose loyalty programs boast memberships more than twice the size of Accor’s. The success of this campaign will be measured by increases in direct bookings and repeat stays rather than mere brand awareness.

In the aviation sector, Airbus made a strong impression at the Paris Air Show by securing 132 firm orders on the event’s subdued opening day. The European manufacturer outpaced competitors Boeing and Embraer, with significant deals including a 25-jet order from Riyadh Air, which also holds options for an additional 25 aircraft. Airbus further strengthened its position with new orders from Japan’s ANA. Meanwhile, Boeing adopted a cautious stance, with CEO Kelly Ortberg canceling his visit and the company focusing on supporting existing customers rather than announcing new deals. This conservative approach follows the recent Air India crash, which cast a shadow over the industry gathering.

As global travel recovers unevenly, the United States confronts mounting challenges from declining domestic demand and slowing hotel growth. Concurrently, international players like Accor and Airbus are leveraging high-profile partnerships and new orders to reinforce their positions in an evolving global market.