*Definition of Skillcation: a skillcation is a hotel stay designed to leave guests with a new skill rather than just a souvenir — cooking, craft, sport or wellness. It combines learning, digital detox and personal development at the very heart of the travel experience.
For a long time centred on discovering new destinations, travel is now shifting towards a more personal quest: coming home with a new skill. IHG Hotels & Resorts has documented this shift through a survey conducted with Talker Research among 1,000 Americans, which confirms the rise of the concept of the “skillcation”, a portmanteau of “skill” and “vacation”.
This dynamic is part of a broader movement already identified by other players in the sector. The Accor group, via its ALL platform, had previously detailed eight experiential travel trends for 2026, confirming that on-site learning is now establishing itself as a decisive factor for guests in search of meaning.
A young clientele, open to digital detox
The study reveals a clear generational effect. Gen Z and Millennial travellers are the most engaged in this practice, with 41% of them having already taken a skillcation, compared with just 16% of Baby Boomers. This same younger clientele is also the most inclined towards a complete digital detox during their stay, at 83% for Gen Z compared with an average of 68% across the whole panel.
The benefits perceived by respondents go beyond simple enjoyment of discovery: 27% cite greater openness to new experiences, 27% cite increased self-confidence, and 26% cite a greater sense of purpose in their travels. “The rise of skillcations reflects a shift in how Americans travel. The most memorable trips are no longer defined by where you slept, but by the skills and stories you can share afterwards,” said Gemma Bull, VP Global Storytelling at IHG.
Cooking, the star activity among the workshops on offer
Among the skills most sought after, cooking dominates by far, cited by 37% of respondents who want to build their stay around a culinary learning experience. IHG is responding with an offering deployed across its brands: a pastry class led by a chef at the Kimpton Shorebreak Hotel in Huntington Beach, California; an introduction to artisanal alpine cheesemaking at Six Senses Crans-Montana in Switzerland; and a traditional Balinese cooking workshop at Holiday Inn Resort Bali Nusa Dua in Indonesia.
The group is also continuing the roll-out of its experiential luxury brand Six Senses in Europe, recently illustrated by the signing of a new resort in Comporta, Portugal, which will add to a portfolio already boasting eight addresses across the continent.
A catalogue that goes well beyond gastronomy
IHG’s offering is not limited to the kitchen. It also covers arts and music, with weekly ukulele lessons at Crowne Plaza Resort Saipan in the Northern Mariana Islands; nature, through birdwatching experiences at the InterContinental Dominica Cabrits Resort & Spa, the only site in the world where Jaco and Sisserou parrots coexist; and water sports, with surf lessons led by professional surfer Mary Osborne at Crowne Plaza Ventura Beach in California.
The range extends as far as social games, such as floating mahjong sessions held by the pool at the Kimpton Miralina Resort & Villas in Scottsdale, Arizona. This property forms part of the ongoing roll-out of the Kimpton brand, which the group has also just announced will open the Kimpton Ashbel New York – Park Avenue, housed in a historic Midtown Manhattan building.
All-inclusive format proves a decisive argument against budget concerns
While interest in the skillcation is genuine, cost remains a concern for 34% of travellers surveyed. IHG highlights a deliberately tiered offering, ranging from free on-site experiences to premium multi-day stays. The packaged format, combining accommodation, lessons and equipment in a single offer, appeals to 28% of respondents, who see it as a welcome logistical simplification.
Behaviour does, however, vary by generation: Gen X favours packaged deals at 35%, while Millennials and Gen Z — at 77% and 83% respectively — remain primarily motivated by the promise of digital detox that this type of stay offers.
A differentiation strategy across the portfolio
In total, IHG Hotels & Resorts reports more than 100 learning experiences across its brands, spanning six continents, from coral reef restoration to traditional food fermentation and artisanal cocktail-making classes. This approach reflects a logic now common across the international hotel industry: turning the experience itself, rather than the room alone, into a lever for differentiation and guest loyalty.
At a Glance
IHG Hotels & Resorts unveils new survey data on the rise of “skillcation” travel.
Survey: 1,000 Americans polled by Talker Research on behalf of IHG
47% of respondents interested in taking a skillcation; 68% consider it potentially life-changing
Gen Z / Millennials lead adoption at 41%, vs. 16% for Baby Boomers
Cooking is the top requested skill (37%), followed by arts, nature and water sports
28% favor all-inclusive packages; 34% cite cost as a barrier
IHG offers 100+ curated experiences across six continents, spanning Kimpton, Six Senses, Holiday Inn, Crowne Plaza and InterContinental
