A number of This Morning viewers made a plea during Tuesday's episode, while Holly Willoughby said she was "dripping in jealousy".
Holly and her co-host Phillip Schofield were back at the helm of the daytime show for the second time this week, after almost a month off over Christmas and New Year. Also returning to the show was regular guest, Money Saving Expert founder, Martin Lewis.
Mr Lewis was on hand to answer callers' queries amid the cost of living crisis.
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Shortly after this was a segment filmed from Switzerland. Fashion and travel writer Kat Farmer and wine expert Helen McGinn came live from a hot tub in Grindelwald.
They drank a variety of wines and tucked into snacks as they talked about the Swiss wine industry. While Holly and Phil expressed their jealousy, the clip rubbed a number of those watching at home up the wrong way.
Taking to Twitter, Cheryl said: "So after Martin Lewis giving out cost of living advice, there's a luxury trip to the Alps?", while Jane called it a "p***take". @__wetpaint__said: "I'm really getting fed up with these sections where they send people to places of expense for free on a show to people who don't have 2 pennies to rub together!!!"
Lindsey said: "Please can you stop sending people abroad to live the life of luxury while we all just wallow in our poorness". Ian said: "They're in the Swiss Alps and I've gotta go and work in a factory until midnight".
ITV has been approached for comment
This Morning airs weekdays from 10am on ITV and ITVX
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