Rising flight and hotel costs, combined with “stubbornly finite” annual leave, mean most vacationers can take “one or two big trips” per year, said Sarah Rappaport at Bloomberg. So a “growing cohort” of time-poor travelers is treating holidays as an “investment” in themselves. The desire to “come home with more than Instagram shots as souvenirs” has given rise to “purposeful travel” called the skillcation.
‘Satisfaction and accomplishment’ Tourists are seeking experiences that “create muscle memories,” said Natalia Lechmanova, a senior economist at Mastercard, in the company’s published research. From “winemaking and woodworking” to pottery and painting, consumers are “opening their wallets” for a taste of local culture and a “lesson that lasts long after they have arrived home.” Skill-based travel also “tends to draw people beyond the crowded hot spots” to smaller towns and lower seasons, reducing the impact of overtourism.
These trips tend to cost more than conventional holidays, but the pay-off is high. People often see “longer-lasting positive effects on psychological well-being” than from holidays focused on “sun, sea and partying,” said Andrew Stevenson, a psychology professor at the U.K.’s Manchester Metropolitan University, to Bloomberg. Learning a new skill adds a “feeling of satisfaction and accomplishment.”
‘Teach, reconnect and transform’ Over the years, “I have clumsily thrown myself into swing dancing lessons in Italy, free-diving sessions in French Polynesia, and Spanish intensives in Ecuador,” said Julia Eskins at Vogue. “I came home from each one feeling a little more capable than when I arrived.”
A trip like this has a “purpose,” said Alex Ledsom at Forbes. The traveler is looking for more than “just a break.” The goal is to fill time with experiences that “teach, reconnect and transform.”
Travelers going on skillcations usually learn something unavailable at home, with tactile crafts like “Peruvian weaving or Japanese pottery-making” becoming increasingly popular activities, said Ledsom. They are more interested in “heritage, expertise, traditions and customs” than ever before.
That has led to one of the “fastest-growing segments” in the tourism industry, said Lindsay Cohn at W Magazine. Hotels everywhere are “ramping up” their activity programs to offer the chance to develop “new experiential abilities.”
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