The requirement, set out by US Customs and Border Protection (CBP) this week, would become part of the Esta visa waiver application process, with other proposals including gathering phone numbers used by Esta applicants over the past five years and email addresses used over the past 10, as well as more information about their family members.

This comes after the cost of an Esta increased from $21 to $40 on September 30, and in advance in a hike in national parks fees to $100 per person from 1 January, for the most popular parks.

Agents will still be able to make third-party Esta applications on behalf of their clients, but would be required to provide a photo of the applicant.

Advantage Travel Partnership chief executive Julia Lo Bue-Said warned the social media checks – if approved – would have a “major impact on travel to the US”.

“The prospect of being turned away on entry for posting on personal social media channels will see many travellers decide it simply isn’t worth the stress or risk of trying to visit,” she said.

“When a destination makes itself harder to visit, we know British travellers would rather visit somewhere they will be welcomed with open arms.”

Lisa Russell of Wanderluxe by Lisa described the plans as “crazy”.

“GDPR prevents us from going and delving into other people’s Facebook accounts – so how’s that going to work? It’s an abuse of the right to privacy,” she said.

Causing confusion

“And clients aren’t sure now when to get their Esta, as they don’t want to get it too early if there are going to be these social media requests, but not too late either in case it doesn’t get approved, or gets cancelled.

“I think all this along with us having to check people’s Estas all the time to make sure they’ve not been cancelled – as they’re being cancelled left right and centre – is really casting a shadow over clients’ experience of what should be a very exciting booking.”

Russell said the whole Esta process felt a lot stricter at the moment, sharing that one of her colleagues' clients accidentally ticked that her two-year-old grandson had been engaged with terrorist activity, but rather than the US allowing the client to re-do the Esta, she had to go down the Visa route instead.

Russell added she thought agents might be more reluctant to post about the US to their social media accounts now, too.

Patrick Doyle of Bawtry Travel commented on the TTG Media site: “Talk about red tape – who in their right mind is going to give five years of social media use, five years of phone call details, and to top it of it of all ten years of email details?

“Travel workers in the US must feel like banging their heads against a brick wall.

“With the Fifa World Cup next year, one dreads [to think] of the complexities with fans trying to work out how on earth to we get that information from old computers and other digital devices.”

Threat to a 'landmark' year?

Lo Bue-Said lamented that the tightening comes amid renewed interest in travel to the US.

“Despite headwinds [like uncertainty, travel disruption and higher costs], interest in visiting the United States has been climbing.

“Across our membership, US bookings are currently up 20%, fuelled by major upcoming events across the country such as America’s 250th anniversary celebrations, the 100th anniversary of Route 66, and, of course, the Fifa World Cup which will see both England and Scotland in action.

“The renewed focus on social media inspection for travellers risks undermining that momentum.

“Without clear guidance from the US government on how these checks will work in practice and who will be affected, there is a real danger that confusion and concern will deter people from booking.

“At a time when the US is expected to be one of next year’s most in-demand long-haul destinations, introducing additional uncertainty could quickly reverse the positive trend we’re seeing.

Travellers need reassurance, transparency, and straightforward information. That’s why it’s more important than ever for holidaymakers to book through their local travel agent, who can provide expert advice, up-to-date guidance, and support throughout the entire booking and travel process.”

'Unnecessary friction'

Clive Wratten, chief executive at Business Travel Association, added that the proposed changes to the Esta system raised “serious concerns for UK business travellers and the wider travel industry”.

“While we recognise the importance of border security, the scale of additional data now being proposed risks creating unnecessary friction for people who need to travel quickly and regularly for work.

“For businesses, this could mean longer application times, greater compliance burdens and real privacy concerns for employees travelling under the Visa Waiver Programme. At a time when governments on both sides of the Atlantic are talking about boosting trade and economic collaboration, it’s vital that travel policies don’t become a barrier to doing business.

“We will work together, if appropriate, on both sides of the pond to share our concerns and lobby for change to any proposed changes like this.”