Kuoni has seen an increase in bookings for people who want to learn a new skill or take part in an experience during their holiday.
In Sri Lanka alone, bookings for cultural excursions with hands-on experiences to try something new, from learning to cook local dishes to tea picking, are up 12% year on year.
A desire to broaden horizons and try something new is now one of the motivations to travel with 34% of people citing this as the reason for a change in their booking habits, according to a new report from the travel company.
The travel industry is responding by introducing ever more creative experiences which bring to life subjects beyond the classroom from ancient history to marine biology.
A new research commissioned for Kuoni reveals 70% of people believe their reasons for booking a holiday have changed over the years with almost half (46%) saying this is due to more variety on offer with a wider choice of activities, workshops and retreats.
Almost three quarters had been on at least one holiday as an adult where they had the opportunity to learn something new, agreeing that holidays are instrumental to lifelong learning.
The top 10 holiday learning experiences the study found are: Conservation, eg coral reef planting, turtle rescue, safari experience; photography; cookery; diving or snorkelling; watersports, eg kayaking, waterskiing, sailing; mindfulness; dancing; yoga; tennis or other sports; and pilates.
Wendy Kenneally, commercial & operations director for the travel company, said: ?From special interest trips to improve photography skills to eco-centres dedicated to learning about marine life, we're seeing more innovation than ever from hotels, destinations and cruise lines which are all investing in this area to appeal to new markets and to attract repeat business.
?We're seeing a thirst for exciting new workshops, classes and excursions not just from the family market ? but for adults of all ages, from twenty-somethings to those in their seventies, who want to pursue their interests, take time out and try something different in new surroundings.?
