- Nearly half of Americans like skillcations.
- Skillcations influence travelers’ outlook.
- Cooking tops choices.
NEARLY HALF OF Americans are interested in taking “skillcations,” trips built around learning a new skill, according to IHG Hotels & Resorts and Talker Research. Some 47 percent are interested in skillcations, while 68 percent believe they could be life changing.
The survey of 1,000 Americans found younger travelers are driving the trend. Some 41 percent of Gen Z and Millennials have taken a skillcation, compared with 16 percent of Baby Boomers, while 68 percent are open to a complete digital detox.
“The rise of skillcations reflects an evolution in how Americans travel,” said Gemma Bull, IHG vice president for global storytelling. “The most memorable trips are no longer defined by where people stayed, but by the skills and stories they can share afterward. That's what makes skillcations so compelling—they combine the joy of travel with the satisfaction of learning something new.”
Cooking is the most sought-after skill, with 37 percent wanting to build a trip around culinary learning, the report said. IHG offers pie-making at Kimpton Shorebreak Hotel in California, alpine cheesemaking at Six Senses Crans-Montana in Switzerland and Balinese cooking at Holiday Inn Resort Bali Nusa Dua in Indonesia.
The survey found that ‘skillcations’ can influence travelers’ outlook. Some 27 percent reported greater openness to new experiences, 27 percent gained confidence and 26 percent said travel felt more meaningful. Some 28 percent prefer packages that combine accommodation, lessons and equipment, while 34 percent cite cost as a concern.
Preferences differ by generation, the study said. Some 35 percent of Gen X travelers prefer bundled packages, while 77 percent of Millennials and 83 percent of Gen Z are drawn to digital detox experiences.
IHG offers options ranging from free on-property activities to multi-day experiences, the report said. It has more than 100 experiences across six continents, including music lessons, coral reef restoration, food fermentation and craft cocktail-making.
Separately, IHG reported a 4.1 percent increase in global RevPAR for the six months ended June 30, while operating profit from reportable segments rose 10 percent to $665 million.
