Nearly Half of Americans Want a ‘Skillcation’
A growing number of Americans say they want holidays built around learning a new skill rather than simply sightseeing. A survey of 1,000 people by IHG Hotels & Resorts and Talker Research found that 47% are interested in taking a "skillcation". Cooking tops the wish list, but travellers are also looking at surfing, music, nature activities and other hands-on experiences that can become part of the trip.
What the Skillcation Survey Found
- Survey: 1,000 Americans
- Interested in taking a skillcation: 47%
- Believe it could be life-changing: 68%
- Most wanted activity: Cooking, chosen by 37%
- Open to a complete digital detox: 68%
- Gen Z open to switching off completely: 83%
- Have already taken one: 41% of Gen Z and Millennials, compared with 16% of Baby Boomers
“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 afterward. That's what makes skillcations so compelling - they combine the joy of travel with the satisfaction of learning something new."
IHG says demand is strongest among younger travellers, with Gen Z and Millennials more than twice as likely as Baby Boomers to have already taken this type of trip. Respondents also linked skill-based holidays with greater confidence, openness to new experiences and more meaningful travel. Cost remains a concern for 34%, while 28% said they would prefer accommodation, lessons and equipment combined in one package.
The idea can take travellers well beyond a conventional hotel stay. Examples include pie-making in Huntington Beach, cheesemaking in Crans-Montana and Balinese cooking in Nusa Dua. Other options include ukulele lessons in Saipan, birdwatching in Dominica, surfing in Ventura and floating mahjong in Scottsdale. The examples span six continents and range from simple on-property activities to longer paid programmes, showing how broadly the "skillcation" idea is being applied.
A skillcation will not suit every trip, but it gives travellers another way to choose a destination based on what they want to do rather than only what they want to see. The survey also suggests younger guests are especially interested in trips that help them disconnect from screens. Before booking, it is worth checking whether the activity is included, how long it lasts and whether equipment costs extra.
