Mastercard survey reveals learn-on-holidays trend among European travellers

Mastercard survey reveals skilliday trend
48pc of Europeans planned to master new skill on holiday
37pc had already booked skill-driven trip
Younger travellers lead the shift
Popular skills include languages and culinary expertise

A Mastercard survey has revealed that 48pc of Europeans planned to master a new skill during their trips in 2026 giving rise to the trend known as the skilliday. Some 37pc of Europeans had already booked a skill-driven trip while 51pc reported that learning a new skill makes travel feel more meaningful. Some 48pc value acquiring a new skill more than traditional material souvenirs and 42pc are willing to spend more on experiences that deliver practical capabilities.

Younger travellers lead the shift with 57pc of 18 to 24-year-olds and 52pc of 24 to 34-year-olds planning or booking a skill-based trip. Sought-after skills include languages, culinary expertise, local food production, wellness practices and traditional crafts. Modern holidays are increasingly marketed as multi-purpose experiences rather than simple rest.

Terms such as skillcation, glowcation, quietcation and sleepcation describe trips that combine travel with learning new skills, beauty treatments, measured silence or scientifically optimised sleep.