Souvenirs are no longer just about postcards and magnets – travellers are now bringing home new skills and hobbies as well.
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This has been dubbed the ‘skillcation’ travel trend, and it has been gaining serious momentum this year.
IHG Hotels & Resorts, in collaboration with Talker Research, surveyed 1,000 Americans and found that nearly half (47%) are interested in taking a skillcation, and remarkably, 68% believe such an experience could be life-changing.
Younger travellers are driving the trend, with 41% of Gen Z and Millennials having taken a skillcation – more than double the Baby Boomer rate (16%).
Travellers are also combining skillcations with another popular travel trend: the digital detox. According to the data, 68% of respondents said they were open to completely unplugging during a skillcation (highest among Gen Z at 83%).
The trend appears to pay off: 27% report greater openness to new experiences, 27% gain confidence, and 26% say travel feels more meaningful.
“The rise of skillcations reflects an evolution in how Americans travel,” says Gemma Bull, IHG Vice President of Global Storytelling. “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."
According to the survey, cooking dominates as the most desired skillcation, with 37% wanting to build a trip around culinary learning.
Cooking classes have almost become a staple of hotel activity offerings now.
The Not Your Grandma’s Pie-Making Class at Kimpton Shorebreak Hotel in Huntington Beach, California, sees groups rotate through stations to roll out dough, create seasonal fillings, and learn to flute the perfect crust.
Alpine cheesemaking at Six Senses Crans-Montana teaches guests how to master traditional Swiss cheesemaking by hand in a stunning mountain setting.
At the Jade Mountain Resort on St Lucia, guests can participate in vegan Creole cooking classes and learn about the island's botanical roots and plant-based Caribbean cuisine.
Beyond food, travellers can find ukulele lessons at Crowne Plaza Resort Saipan, where they learn basic strumming techniques and local island songs.
At InterContinental Dominica Cabrits Resort & Spa, birdwatching experiences allow guests to discover Jaco and Sisserou parrots, as Dominica is the only place in the world where these species are found.
There’s even floating mahjong at Kimpton Miralina Resort & Villas in Arizona, where guests learn the timeless game of strategy during a poolside session.