Americans are notorious for leaving vacation days on the table. Despite the numerous benefits of taking time off from work, over half (53%) of Americans don’t plan to use all their paid time off this year. It’s a troubling vacation travel trend, especially compared to other countries where taking extended breaks is more the norm.
According to Expedia’s annual Vacation Deprivation Report, on average Americans receive only 12 days off annually, the fewest of any country surveyed, and the top reason for not using all their time off is because “life is too busy to plan or go on vacation.” That’s a lot of missed opportunities for much-needed relaxation and adventure.
Let’s take a closer look at the latest vacation time trends and why Americans hesitate to use their vacation days. From highlighting the benefits of rest and relaxation to offering enticing travel deals, we’ll share ways for advertisers to reach and inspire travelers to help people transform those unused vacation days into memorable adventures.
Vacation deprivation is real
Vacation deprivation is the feeling of not having enough time off, and 62% of workers globally say they are vacation deprived. American and Japanese workers take 11 and 12 days off yearly, respectively, while French workers, who enjoy nearly a month of vacation each year, report even higher levels of vacation deprivation (69%) than those in the U.S. (65%). This is likely attributed to 93% of French workers believing that taking time off is a basic right compared to 83% of Americans who feel this way.
We also see vacation deprivation play out in variations of vacation frequency among the different countries. For example, the Japanese are nearly seven times more likely to vacation monthly compared to Americans (32% versus 5%) while nearly a third of French workers spread out their vacation days throughout the year rather than taking one big trip. On the other hand, Americans are twice as likely to go a year or more between vacations compared to the global average (32% versus 18%). This shows that the reluctance to take time off isn’t only about having fewer vacation days — it’s also about a cultural mindset that prioritizes work over rest.
Americans say they’re too busy to plan a trip, so let’s inspire them with fun, interesting, and inspirational content to help them make planning a vacation easy.
Destinations can do this by creating immersive experiences that envelop people with a sense of what traveling to some place would be like. For example, Visit Panama created a campaign that connected action with a shoppable travel experience, making it simple for people to quickly book the experiences they were viewing.
Chill mode activated
Most French (94%) and American (86%) workers feel taking time off is critical to their overall health and well-being, yet only 61% of Americans prioritize rest and relaxation during their trips. Travelers who are the best at prioritizing a little R&R during their trips? Japanese workers who overwhelmingly (84%) make this their No. 1 priority when traveling.
We know that when it comes to advertising, travelers consider compelling images, promotions or deals, interesting experiences, and inspirational content the most influential in their decision-making process. To tackle vacation deprivation and encourage travelers to use their time off to relax, grab their attention with stunning visuals with display advertising and show off how your destination or amenities can boost their health and well-being with a focus on rest and relaxation.
Make sure the “vibe” is also right when it comes to your travel advertising campaigns and listings. This year, it’s been all about a “vibe” as travelers are increasingly focused on the overall ambiance of a property. Convey a chill or tranquil atmosphere in your advertising for travelers to know they can go to your property to unwind and recharge.
Claim every day before vacation time slips away
Germany, the most vacation-deprived nation this year (84%), is on a mission to turn things around. With 77% of German workers determined to use all their vacation time this year, they’re leading the way in making every day off count. This far surpasses the less than half (47%) of Americans who are committed to doing the same. And we can all learn something from Hong Kong workers — they used all their allotted vacation days in 2023 and even took more additional time off.
One way to entice people to use their vacation time is to tap into their eagerness to hit the road for concerts or other major events. Stay updated on tour dates and events at your destination and promote your property’s proximity to the venue or any special event-related amenities you’re offering.
Remember: Taking a vacation doesn’t have to be all or nothing. Workers in other countries, like Japan, strategically use their vacation time in tandem with federal holidays and school breaks, planning quick getaways that provide a refreshing break from their routine. These short trips can recharge workers without burning through their vacation days or budgets, helping them spread out their time off throughout the year. To encourage people to take advantage of their weekends, use our flexible TravelAds Sponsored Listings solution to fill last-minute rooms or run a holiday promotion that encourages people to add a vacation day or two for an extended weekend.
