Skill-based travel emerges as a new luxury trend

A growing trend in luxury travel, often referred to as ‘skillcations,’ sees travelers prioritizing the acquisition of new knowledge and crafts over traditional material souvenirs. Research from the Mastercard Economics Institute indicates that 48% of surveyed travelers in 28 European countries plan to learn a new skill during a holiday, with 42% willing to pay a premium for such experiences. In the United States, nearly half of surveyed Americans expressed interest in skill-based travel.

In Toronto, hotels are catering to this demand through specialized workshops. The St. Regis Toronto offers champagne sabrage masterclasses, while the Distillery District provides gin-blending experiences at the Spirit of York Distillery. Shangri-La Toronto features the Culinary Atelier, a series of immersive dining events curated by Chef Ron McKinlay.

Globally, destinations are integrating local traditions into their offerings. For example, the Aarunya Nature Resort in Sri Lanka allows guests to learn Ceylon tea production, cinnamon peeling, and traditional cooking methods, emphasizing a connection to the local landscape and heritage.