Mastercard finds half of Brits now plan to learn a new skill on holiday

Rise of 'skilliday' is generational

The era of the ‘fly and flop’ summer break is giving way to the ‘skilliday’, according to Mastercard, as half of Brits (49%) now plan to master a new skill during their trip.

A new major new survey of more than 27,000 holidaymakers across 28 European countries, including the UK, explored the motivations behind tourists' travel.

Half of Brits (48%) have already booked a skill-based holiday this year, whether to learn a language, master a sport or even pick up survival skills.

Younger people are leading the trend, with 70% of 18–24-year-olds and 69% of 24–34-year-olds having already planned a dedicated skill-based trip this year.

Many holidaymakers (53%) said travel feels more meaningful when they learn something new, while a similar number (49%) believe new skills are now a more valued memento than souvenirs. 

This is all part of a wider spending trend which sees consumers increasingly value experiences over things.

Crucially, this ’skilliday' trend is opening a new revenue opportunity for SMEs in tourism, an industry which employs one in nine people on the continent, and accounts for 10.5% of EU GDP.

Two in five tourists (44%) are happy to pay more for a trip that teaches them a skill and will gravitate towards local providers that can offer authentic experiences. 

This reflects a wider trend in consumer spending priorities, as Mastercard Economics Institute3 reveals UK consumers’ share of spending on experiences rose to 23.3% last year from 22.3.9% in 2024.

Natalia Lechmanova, chief economist, Europe of Mastercard Economics Institute, said: “Today’s tourists are looking for travel experiences that leave a lasting impression, helping them to create memories, and increasingly, muscle memories. 

"From winemaking and woodworking, to pottery, painting and even permaculture, consumers are opening their wallets for local businesses that can give them a taste of the culture, and a lesson that lasts long after they’ve arrived home.

“This also reflects a broader shift in how people value their money. Spending on experiences has proven more resilient than spending on goods, and skill-based trips sit right at the high-value end of that. Skill-based travel tends to draw people beyond the crowded hotspots and into smaller towns, rural areas and quieter seasons, helping to spread tourism's benefits more evenly.”  

Food and drink production tops the list of things Brits want to learn about while abroad, with 33% interested in going behind the scenes and seeing how local products like wine or cheese are made. 

Language skills follow closely behind with 32% hoping to learn enough to hold a conversation with the locals, while a similar proportion (28%) say they are interested in keeping alive heritage crafts and traditional techniques. 

One in four (27%) travellers are eager to learn from local chefs in hands-on culinary workshops; followed by a desire to become immersed in creative arts like photography, painting or writing (26%).

Sports e.g. learning to hike or surf came in eigth spot while sustainable living skills e.g. conservation came took the last spot in the top ten.

Across the UK, travellers' interest in skills reflect generational differences. Millennials are most eager to immerse themselves in local food and wine production (40%), while holidaymakers aged 65 and over prioritise learning basic phrases in a new language while abroad. 

Mastercard's latest travel report reveals further spending patterns among UK holidaymakers on life experiences when abroad in Europe. 

UK cardholders are the biggest spenders on bars and nightlife in Spain, splashing on average 32% more than a regular visitor.

Brits also stand out for high spending on tour operators when visiting Latin American destinations like Mexico, signalling a preference for picking up language skills while learning about different cultures from locals.