The Rise of the ‘Skilliday’: Mastercard Data Reveals 49% of Brits Plan to Learn New Skills on Holiday

Quick Summary

The travel spending trends for 2026 show that 49% of UK travellers are swapping relaxation for "skillidays"—holidays focused on learning new skills. Mastercard data indicates that 44% of tourists are willing to pay more for educational experiences, driving a significant shift toward experience-based consumer spending.

How is the 'Skilliday' Changing Travel Spending Trends?

Consumer spending priorities are shifting away from physical souvenirs toward meaningful life experiences. According to Mastercard, 53% of travellers find skill-based trips more rewarding than traditional vacations, leading to a surge in experience-based commerce across Europe. This trend is particularly dominant among younger demographics, with 70% of Gen-Z already booking trips designed to master new crafts or languages.

• 48% of Brits have already booked a skill-based trip for 2026.
• 23.3% of total spending by UK consumers is now dedicated to experiences.
• 44% of tourists will pay a premium for educational travel components.

What Skills are Driving the New Experience Economy?

Local culinary workshops and traditional craft sessions are becoming major revenue drivers for SMEs in tourism. The data highlights a strong desire for authentic cultural immersion, with 33% of UK travellers seeking out food and drink production lessons, such as winemaking or cheesemaking. By focusing on niche skill acquisition, travel providers can attract high-value tourists even during quieter seasons.

• 33% interest in food and drink production.
• 32% interest in learning local language phrases.
• 28% interest in heritage crafts like pottery and weaving.

How Can Small Businesses Capitalize on Skill-Based Travel?

Small business growth in the tourism sector is increasingly tied to offering curated local expertise. As travel spending trends move toward rural areas and traditional techniques, local artisans and instructors have a unique opportunity to capture international tourist dollars. Mastercard’s Economics Institute notes that this shift helps redistribute economic benefits away from overcrowded hotspots and into local communities.

FF NEWS TAKE:

This shift in travel spending trends isn't just a post-pandemic fluke; it represents a fundamental realignment of the experience economy. For fintechs and payment providers, this means a greater need for seamless cross-border payments in rural, non-traditional settings. Mastercard is smartly positioning its data to show that the future of travel is educational and localized, moving the needle from mass tourism to high-value, intentional spending.