Study Shows Americans Skip Destinations They Can’t Pronounce

A new study from travel booking platform Omio discovered Americans are less likely to book a trip to a destination if they’re unable to confidently pronounce that destination’s name.

The study found this was the case for 40 percent of surveyed U.S. travelers. Travelers cited reasoning such as embarrassment, judgement from others and worries around sounding rude; some perceived difficult-to-pronounce destinations as likewise more difficult and stressful to navigate.

The issue is more prevalent with Millennials than Gen Xers, the study found. For those who do want to make an effort to learn a destination’s correct pronunciation, they’re most likely to turn to YouTube for help, then AI, then travel experts.

So, which difficult-to-pronounce destinations are Americans avoiding? Spots include Ljubljana, Slovenia; Reykjavik, Iceland; Fuerteventura, Spain; Gdansk, Poland; and Phuket, Thailand. However, the trend isn’t just limited to international spots. Americans also are avoiding domestic locales that can be tricky to pronounce, too, from Poughkeepsie to Yosemite.

Even once in a destination, Americans are also likely to avoid experiences that challenge their verbal skills — like ordering a dish they’re unsure how to pronounce. Tzatziki, bouillabaisse and mille-feuille were all items the study found Americans are unlikely to order for this reason.