Travellers are increasingly using holidays to learn practical skills, from cooking and music to nature activities, in a trend known as “skillcations”.
A survey of 1,000 Americans by IHG Hotels & Resorts and Talker Research found that 47% were interested in taking a skillcation, while 68% believed the experience could be life-changing.
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Younger Travellers Lead The Shift
Younger consumers are driving the trend. Some 41% of Gen Z and Millennials said they had already taken a skillcation, compared with 16% of Baby Boomers.
Digital detox is another part of the appeal, with 68% of respondents saying they would consider completely unplugging during a skillcation. Among Gen Z, the figure rose to 83%.
Respondents also said these trips increased their confidence, encouraged them to try new activities and gave their holidays greater meaning.
Cooking Remains The Most Popular Choice
Cooking was the leading skillcation activity, with 37% of respondents interested in a trip centred on culinary learning. Hotels are responding with classes that combine practical skills with local food and culture.
Kimpton Shorebreak Hotel in California offers pie-making classes, while Six Senses Crans-Montana provides traditional Swiss cheesemaking experiences. At Jade Mountain Resort in St. Lucia, guests can learn vegan Creole cooking using local ingredients.
Other programmes focus on culture and nature. Crowne Plaza Resort Saipan offers ukulele lessons featuring local songs, while InterContinental Dominica Cabrits Resort & Spa organises birdwatching focused on native parrots.
Hotels Expand Learning-Based Experiences
The growing range of activities allows hotels to incorporate local food, music, wildlife and other cultural experiences into their offerings. For travellers, skillcations combine leisure with an activity they can continue after returning home.
For the hospitality industry, these programmes provide another way to differentiate the guest experience as consumers increasingly look for activities and experiences alongside accommodation.
