“Yes” seems to be the answer. When looking for a factor that seems to be a common correlation to being a part of the U.S. tour and travel industry’s Top Ten Overseas Source Markets, look no further than the number of vacation days that workers in these countries receive. (Remember that correlation does not equal causation, but it seems worth investigating the connection for the U.S. marketer.)
INBOUND noticed the correlation when we went a little beyond the Expedia news release put out last week that announced the results of its 18th annual Vacation Deprivation® study today, which examines vacation usage and trends across 19 countries. The report found that global vacation deprivation is on the rise, and that workers in the U.S. took the fewest number of vacation days in the world in 2018, alongside Japan and Thailand.
Focusing on the U.S. an Expedia statement, that “with the number of U.S. vacation days awarded and taken at a five-year low, it’s no wonder that vacation deprivation levels for Americans are at a five-year high (59 percent, up 8 percent from 2017). According to the report, American workers received 14 vacations days and used 10, resulting in 653.9 million days left on the table in 2018.”
What the statement could have said—and would have been a source of much succor to tourism sales and marketing professionals—is that workers in five of the six top source markets covered in the Expedia report (China was not included in the study) were from countries that used all, or most of, their vacation days: UK, South Korea, Germany, Brazil and France.