Hotel operators capitalise on rising demand for skill-based travel experiences
A new survey reveals nearly half of American travellers seek skill-based holidays, signalling a lucrative shift for global hotel groups moving beyond traditional accommodation to monetise experiential learning.
Global hotel operators are increasingly restructuring their offerings to cater to travellers seeking to acquire new hobbies alongside their holidays. A recent survey of 1,000 Americans by IHG Hotels & Resorts and Talker Research indicates that 47 percent of respondents are interested in these skill-focused trips.
This demographic shift is heavily driven by younger consumers. Forty-one percent of Gen Z and Millennial travellers have already participated in such an experience, more than double the rate of Baby Boomers at 16 percent. Furthermore, 68 percent of respondents expressed willingness to completely unplug during these trips, rising to 83 percent among Gen Z.
For the hospitality sector, this trend represents a strategic pivot from selling rooms to monetising curated experiences. Operators are integrating specialised activities directly into their portfolios to capture higher margins and foster brand loyalty among experience-driven demographics.
The data suggests these investments yield tangible psychological returns for guests. According to the findings, 27 percent of participants report increased confidence, while an identical proportion note greater openness to new experiences, and 26 percent find their travel more meaningful.
Culinary and cultural immersion lead demand
Culinary education dominates this emerging market segment, with 37 percent of surveyed travellers wishing to build a holiday around cooking. Hotel groups are responding with targeted programming, such as traditional Swiss cheesemaking workshops at Six Senses Crans-Montana and vegan Creole cuisine classes at St Lucia’s Jade Mountain Resort.
Beyond the kitchen, properties are diversifying their instructional portfolios to include highly specific local activities. IHG brands are deploying niche offerings ranging from pie-making at the Kimpton Shorebreak Hotel in California to birdwatching for endemic parrots at the InterContinental Dominica Cabrits Resort & Spa.
Gemma Bull, IHG Vice President of Global Storytelling, noted that “the most memorable trips are no longer defined by where people stayed, but by the skills and stories they can share afterwards.” As travel habits evolve, international hotel chains face mounting pressure to expand educational amenities to remain competitive.
