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Luxury Travel Enters The Hobby Economy
Courtesy of Much Better Adventures
People are increasingly booking vacations that focus on learning a new skill, like snowboarding, pottery, or farming.
Why It Hits: The experience economy has officially come for luxury vacations, with people no longer satisfied with a little rest and relaxation in exotic locales. They now want to take home something that makes the investment in airfare and hotel stays worth it — the potential for an exciting new hobby.
Behind The Itinerary: Bloomberg says the new trend in the travel industry is taking “skillcations.”
A Mastercard study last month found that 48% of respondents were planning a vacation this year focused on developing a new skill.
Hilton found that 72% of its guests took time off work to spend more time on their personal passions or hobbies.
Skill-based travel companies have seen their revenues skyrocket over the past few years. One company, Much Better Adventures, reported that bookings are up 68% from three years ago.
And most of these travelers are going at it solo — they’re not only trying to learn a new skill, but also hoping to meet some likeminded people along the way.
Final Test: Andrew Stevenson, a psychology professor at Manchester Metropolitan University, told Bloomberg that skill-focused trips actually provide bigger psychological benefits than typical vacations. Maybe that’s why luxury-trip firms and resorts are adding more high-end experiential offerings and workshops alongside the typical spa and fine-dining amenities.
People are now coming to get their hands dirty, not to not lift a finger.
The Future: The spread of skillcationing may help bring off-the-beaten-path hobbies to communities all over the country, creating some surprising cultural exports.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.