The United States government has proposed a new travel policy that would require visitors from visa-waiver countries to provide up to five years of social media history when entering the country.
The change, part of a broader revision to the Electronic System for Travel Authorisation (ESTA), aims to expand vetting of international travellers but has sparked concern within the global travel sector, including hotel operators who depend on steady inbound tourism.
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Visa-waiver changes and what hotels need to know
Under the proposal from the Department of Homeland Security, citizens of around 40 countries that currently benefit from visa-free entry to the US would be required to disclose detailed personal data, including five years of social media accounts and activity, as part of the ESTA application process.
Other suggested data elements include recent phone numbers and email addresses. The rule is intended to enhance security screening for international tourists and business travellers.
Travel and hospitality professionals have noted that the requirement for social media history represents a substantial increase in pre-travel paperwork for overseas guests.
In the hotel sector, where international occupancy and average daily rates are closely tied to ease of travel and broad global demand, any additional friction in the traveller journey could influence booking patterns, especially from Europe, Asia and other major source markets.
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By GlobalDataPotential impacts on international travel demand
Industry data and tourism forecasts already point to a challenging period for U.S. inbound travel, with some travel commentators and analysts warning that stricter entry requirements may deter potential visitors.
Reports suggest that segments of travellers – particularly from countries like Australia, the United Kingdom and Germany – have expressed discomfort with increased digital checks, with some leisure travellers reconsidering plans to visit the United States.
For the hotel industry, the implications of a possible decline in international guest arrivals could be significant. Hotels in gateway cities that rely heavily on overseas tourism and business travel may face softer demand, prompting revenue managers and commercial teams to reassess pricing strategies and marketing priorities.
The proximity of major global events such as the 2026 FIFA World Cup also adds urgency to these considerations.
Industry response and the path forward
Hotel associations and travel groups are currently monitoring the proposal and its public consultation period, which remains open for comment.
Some industry stakeholders argue that balancing national security with policies that preserve travel competitiveness will be crucial to sustaining the US tourism economy.
If the rule is adopted in its current form, hotels could see shifts not only in visitor volumes but also in the profile and behaviour of international guests.
The requirement to submit social media history as part of travel authorisation marks one of the most substantial changes to U.S. entry policy in recent years.
As the hotel sector watches how this policy evolves, operators may need to adapt operations and strategy to align with changing patterns in global travel demand.
