The travel and tourism segment has recently seen some of the most considerable growth in interactive kiosks because of the COVID-19 pandemic. Consequently, it is important for companies to understand how customers feel when they are using these kiosks. This research answers the call for research of automation in tourism as a social phenomenon (Tussyadiah, 2020) by investigating the role of a social emotion – anticipated technology embarrassment. This research identifies anticipated technology embarrassment as a negative emotion that may hinder interactive kiosks' usage. Moreover, this study suggests that specific queue design and queue distractor can effectively reduce anticipated technology embarrassment. Two observational field studies and three lab experiments confirm our hypotheses.