IHG Hotels & Resorts has unveiled new research highlighting the rapid rise of “skillcations”—travel experiences centered on learning new skills—as more Americans seek meaningful and immersive vacations instead of traditional sightseeing trips.
Conducted in partnership with Talker Research, the survey of 1,000 Americans found that 47% of respondents are interested in taking a skillcation, while 68% believe such an experience could be life-changing.
According to IHG, travelers increasingly want to return home with more than photographs and souvenirs, instead gaining practical skills, personal growth, and memorable experiences.
Younger generations driving the trend
The survey found that younger travelers are leading the shift toward experience-based travel.
Among Generation Z and Millennials, 41% have already taken a skillcation—more than double the rate recorded among Baby Boomers (16%).
Interest in disconnecting from technology also remains high, with 68% of respondents saying they would consider a complete digital detox during a skillcation. The figure rises to 83% among Gen Z travelers.
Participants also reported lasting personal benefits from these experiences:
- 27% became more open to new experiences.
- 27% gained greater confidence.
- 26% said travel became more meaningful.
Gemma Bull, Vice President of Global Storytelling at IHG Hotels & Resorts, said today’s most memorable trips are increasingly defined by the experiences and skills travelers bring home rather than simply the destinations they visit.
Culinary experiences top travelers’ wish lists
Cooking emerged as the most popular skill travelers want to learn, with 37% saying they would plan a vacation around culinary experiences.
IHG highlighted several hands-on experiences available across its global hotel portfolio, including pie-making classes in California, traditional Swiss cheesemaking in the Alps, and Balinese cooking lessons in Indonesia.
Beyond culinary activities, travelers can also participate in experiences such as:
- Ukulele lessons in Saipan.
- Birdwatching excursions in Dominica.
- Surf lessons in California.
- Poolside mahjong sessions in Arizona.
Learning while traveling
The research also found that travelers value convenience when planning educational vacations.
Around 28% of respondents preferred bundled packages that combine accommodation, activities, equipment, and lessons into one booking, simplifying the travel planning process.
Although 34% cited cost as a concern, IHG noted that its portfolio includes experiences ranging from complimentary hotel activities to premium multi-day programs.
Today, IHG offers more than 100 curated learning experiences across six continents, covering everything from music and cooking to wildlife, marine conservation, traditional crafts, and outdoor adventure.
