Last updated: June 2026 — US entry rules and fees change, so always confirm current details on the official ESTA website before you apply.

It's the one bit of Florida holiday paperwork that catches UK families out every year. You can have the flights, the villa and the park tickets all sorted — but without an approved ESTA for every member of your party, you won't be getting on the plane. Here's everything you need to know, minus the jargon.

What an ESTA actually is

ESTA stands for Electronic System for Travel Authorization. It's the online pre-screening the US runs on visitors travelling under the Visa Waiver Program, which is how UK citizens get into the States for a holiday without applying for a full visa. Think of it as permission to board the flight — the final decision on entry is still made by a border officer when you land.

For a standard family holiday in Florida, an ESTA is what you need. A full visa is only required in specific circumstances (more on that below).

Everyone needs their own — including the kids

This is the big one families miss: every single traveller needs their own ESTA, regardless of age. Babies and children included. There's no family application and no exemption for little ones, so if you're a family of four, that's four separate applications.

How much it costs in 2026

The ESTA fee rose sharply in late 2025 and now sits at $40.27 per person (roughly £32, depending on the exchange rate). That's a big jump from the old $21 fee, so if you travelled a few years ago, budget more than you remember — and multiply it by everyone in your group. A family of four is now looking at around £128 just for ESTAs.

If an application happens to be denied, you only pay a small portion of the fee rather than the full amount.

Apply early — don't leave it to the airport

Most ESTAs are approved within minutes, but it can take up to 72 hours, and occasionally applications are flagged for further review. Leaving it until the day you fly is a genuine risk. The sensible move is to apply at least a week before departure, once your passports are to hand.

An approved ESTA is valid for two years, or until your passport expires — whichever comes first — and covers multiple trips of up to 90 days each. So if you applied for a previous holiday, check whether yours is still in date before paying again.

Use the official site — and only the official site

Search "ESTA" and you'll find a wall of copycat websites that charge a hefty "service fee" on top of the real cost. They're not scams in the illegal sense, but they're charging you extra to fill in a form you can complete yourself in about 20 minutes.

Apply directly through the official US government site — esta.cbp.dhs.gov — and you'll pay only the genuine fee. Bookmark it and ignore the imitators.

What you'll need to hand

The application asks for:

  • Your e-passport details (your passport must have the biometric chip — most modern UK passports do)
  • Basic travel information, including a US address or at least the city where you'll be staying
  • Employment details and a few security and eligibility questions

Have everyone's passports in front of you before you start and it's a quick job.

When an ESTA won't be enough

A small number of travellers can't use the Visa Waiver Program and need a full B1/B2 visa instead. This generally applies if you've travelled to certain countries (such as Iran, Iraq, Syria or others on the restricted list) since March 2011, visited Cuba since early 2021, have certain criminal records, or have previously been denied a US visa or ESTA. If any of that applies to you, look into a visa well in advance, as the process takes much longer.

The bottom line

The ESTA is straightforward, but it's not optional and it's not free. Apply for every member of your family, do it through the official site at least a week before you fly, and keep a note of the expiry date for next time. Sort it early and it's the easiest part of your trip — leave it late and it's the one thing that can stop you boarding.