Bad News for Travel and Tourism Brands: Vacation Shaming Is a Thing

Alamo study shows guilt-ridden Americans less likely to take trips and spend

Almost half of Alamo’s respondents have been vacation shamed, while a third admit to doing it. Getty Images

This is the time of year when Americans, caught in the winter doldrums, start to think about where they’ll go away this summer. (In case you missed it, Jan. 30 was National Plan for Vacation Day.) And while that’s good news for the companies in the U.S. travel and tourism industry—which generated $1.5 trillion in 2017, according to the World Travel and Tourism Council—a new study suggests an impediment to growth may lie ahead.

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@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.