It's harder to be honest with someone by telling them you don't love them back. You might care about them and don't want to hurt others.
On the other hand expressing your love to someone should come naturally. The only people who have a problem doing so are those who (expect) to be told: "I love you too."
(They fear rejection or being hurt by others.)
To love someone and pretend you don't because you're (waiting) on him or her to "say it first" is an act of immaturity.
It takes courage to open yourself up to someone.
There is always a risk your love won't be reciprocated.
Being "in love" is not for the cowardly.