Travel from the US to Europe and the Middle East (EME) has risen by 20% so far this year, according to new data.
The US now accounts for 11% of the total travel market in the region.
Figures from US-based global wholesaler Tourico Holidays shows that the UK accounts for 11% of the EME total market share, and is growing at 8% year-over-year.
The company’s European region vice president Mark Redmond said: “After Brexit was announced we forecasted a 30% growth in UK room nights.
“Today, we’re predicting an even greater increase of 41%.
“In such a reliable travel region, we’ve continued to partner with more hotels and now have over 10,000 hotel options in Europe and the Middle East.”
Revealing a 25% year-on-year rise in bookings to the EME, he added: “The European, Middle East travel market is one of the most stable in the world and many of its biggest source markets – like the US and UK – are actually increasing their demand.”
Hotels have driven the company’s 300% revenue growth in EME over the last five years.
However, the wholesaler has also bolstered its ancillary inventory and bookings.
Tourico now has over 3,000 different activities in the region and has increased its inbound EME activity bookings by more than 375% in the last five years. North America has increased its activity bookings to EME by 117% so far this year.
Clients have already booked more than 50,000 rental days in Europe in 2016 and US car hire bookings to Europe have increased by 120%.
The firm has direct-connect partnerships with Sixt, Hertz, Avis, Budget, Alamo, Enterprise, National and many smaller rental providers. Eurocar and Keddy will join the portfolio by January 2017.
Tourico has doubled its resources in Europe and Middle East in the past 18 months – with more than 70 staff throughout the region.
“Two decades ago, Tourico’s business model was focused exclusively on American hotels,” Redmond said. “Today, we’re a global company that’s enabling EME supplier partners like Nordic Choice Hotels, Evan Evans Tours and Hyatt Regency Paris reach their true potential.”