This is where the new Cuba travel rules for US citizens get interesting! The 12 general license categories of approved travel to Cuba do not require an application or prior approval. It seems that individuals and institutions are expected to self-determine whether their travel fits into one of the categories and simply proceed with travel arrangements if so. If your travel purpose and schedule fit into one of the 12 general license categories, no application or pre-approval is necessary. See this FAQ document for more detailed descriptions of each category. Travelers will also need to obtain a Cuban visa, and can find more details here. Airlines may still fly to Cuba, and while they are required to keep records of passengers, they will not need to take any measures to verify eligibility to travel. We would obviously caution against using the general license as a free-for-all to book a vacation to Cuba. You're required to keep records of your travel to Cuba for 5 years, and I would expect that groups and individuals traveling to Cuba will be scrutinized. While you can book a trip to Cuba on your own, you'll need to do careful research, and plan an itinerary that satisfies the requirements for the "Support for the Cuban People Provision."