Perhaps you can’t teach an old dog new tricks, but you can learn a new skill, or two, while on holiday. And it seems more and more travellers in Europe are seeking exactly that this summer.
In a survey of more than 27,000 holidaymakers across 28 European countries, Mastercard found that almost half of participants, 48%, have their eyes set on learning a new skill as part of their travel plans.
Further, 42% of European tourists are happy to pay more for a trip where they can learn something new and will seek local providers that can offer authentic experiences.
Among the 28 countries surveyed – including travellers from Austria, France, the UK, Italy, Portugal and Switzerland – more than a third, 37%, had already booked a skill-based trip, which has been coined as a “skilliday” by the payment card company.
Gen Z are leading this trend, with 57% of 18- to 24-year-olds already planning a skill-based trip this holiday season. This figure drops slightly among Gen Z’s older counterparts at 52% of 24- to 34-year-olds following suit.
