The Best Way to Sell Your Destination? Convince Folks to Actually Take a Vacation

It turns out the toughest part of selling vacation travel is to convince Americans to take a vacation in the first place. According to a recent survey published by Skift, more than four in ten Americans (41 percent) report they did not take a single vacation day in 2015. Not a one. Zero. Zilch. And one in six reported they took fewer than five vacation days.

Surprisingly, the online survey of 2,000 respondents conducted January 13-14 reports Millennials and members of Generation Z are the most overworked and “undervacationed” group, belying younger generations’ reputation for creating a more “right-sized” work-life balance than older Americans. Women took fewer vacation days than men and, the wealthy took more vacation days than the population as a whole.

Unfortunately, “this trend is happening amidst some heightened awareness, discussion, and movement about the need for more vacations and time off for Americans,” said Skift.

For Tennessee destinations and attractions, the course is clear: reach out early and often to prospective travelers, particularly those within easy driving distance, and encourage them to take advantage of the vacation days their employers provide, even if it’s just a three-day weekend or short family excursion.