Forget postcards and fridge magnets. The latest twist in travel is the 'skillcation' – a holiday built around learning a new skill, from cooking to ukulele playing. And according to new research, it's a trend that could have a lasting impact on how we see the world.
A survey of 1,000 Americans conducted by IHG Hotels & Resorts in partnership with Talker Research found that 47% are interested in taking a skillcation, and a striking 68% believe such an experience could be life-changing. The trend is particularly strong among younger travellers: 41% of Gen Z and Millennials have already taken one, more than double the rate among Baby Boomers (16%).
Skillcations are also being paired with another growing travel preference: the digital detox. According to the data, 68% of respondents said they would be open to completely unplugging during a skillcation, with Gen Z leading the charge at 83%. This combination suggests a broader shift towards more mindful, immersive travel – a theme that resonates with European travellers who increasingly seek meaningful experiences over bucket-list ticking.
Why skillcations are taking off
The appeal goes beyond the holiday itself. The survey found that 27% of respondents reported greater openness to new experiences after a skillcation, 27% gained confidence, and 26% said travel felt more meaningful. These benefits align with a wider movement towards personal growth and wellbeing, which has been gaining traction across Europe's travel industry.
Gemma Bull, IHG's Vice President of Global Storytelling, explains: “The rise of skillcations reflects an evolution in how Americans travel. The most memorable trips are no longer defined by where people stayed, but by the skills and stories they can share afterwards. That's what makes skillcations so compelling – they combine the joy of travel with the satisfaction of learning something new.”
While the survey focused on US travellers, the trend is global. European hotels and resorts are increasingly offering skill-based activities, from Greek cooking classes to Alpine cheesemaking. The concept also ties into a broader European interest in slow travel and local experiences, as seen in initiatives like the Faroe Islands' GPS routes that encourage spontaneity.
From cooking to birdwatching: what travellers want to learn
Cooking dominates as the most desired skill, with 37% of respondents wanting to build a trip around culinary learning. Hotels have taken note, with cooking classes becoming a staple of activity offerings. At the Kimpton Shorebreak Hotel in Huntington Beach, California, the “Not Your Grandma's Pie-Making Class” teaches guests to roll dough, create seasonal fillings, and flute the perfect crust. In Switzerland, the Six Senses Crans-Montana offers traditional Alpine cheesemaking, while at Jade Mountain Resort in St Lucia, guests can join vegan Creole cooking classes that explore the island's botanical roots.
Beyond food, the survey highlights other niche skills. At Crowne Plaza Resort Saipan, travellers can take ukulele lessons, learning basic strumming techniques and local island songs. At InterContinental Dominica Cabrits Resort & Spa, birdwatching experiences allow guests to spot Jaco and Sisserou parrots, found only in Dominica.
For European travellers, the skillcation trend offers a chance to combine leisure with learning, whether it's mastering pasta-making in Tuscany or picking up a new language in Barcelona. As the travel industry evolves, it's clear that the most rewarding trips are those that leave you with more than just a tan – they leave you with a new skill and a fresh perspective.
