Consumers want to engage their minds on holiday rather than just fly and flop, according to the latest research from Mintel.
More than one-third of the 2,000 adults surveyed believe educating themselves about their destination is an important part of the holiday experience. One in five adults enjoy learning a new skill on holiday, while in the past three years, six in 10 adults have visited a museum on their travels.
Mintel senior travel and tourism analyst Tom Rees said: “An increasing number of UK holidaymakers are turning away from fly and flop holidays. Factors such as the increasing number of specialist products, more active holidays, the internet, and the expansion of low-cost air travel have created demand for new destinations and novel experiences.”
Three of the fastest growing learning holidays are photography, cookery and dance. The research found that 13% of respondents had learnt a new skill on holiday, and 6% had attended a course.
Rees said these type of holidays help people experience local flavour and meet like-minded travellers.
“Meeting others with shared values and interests will be a key driver in future years, and online social networking will play an important role in organising learning events and trips,” he added. “Some 24% of adults would like to learn a skill on holiday so there is strong growth potential.”