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Motivations

The reasons for booking holidays are changing drastically, Kuoni’s research further finds, with 70% acknowledging their motivation had changed.


Nearly half of respondents say the variety of activities, workshops and retreats on offer had prompted their choice of holiday.

 

Almost three-quarters had been on at least one holiday as an adult where they had had the opportunity to learn something new.


Similarly, 60% of adults said they had learnt something on holiday as a child, with more than half believing this had improved their life as an adult.

 

One key reason for learning new skills when abroad is that shy and retiring Brits feel less inhibited, with 38% saying they “did not feel embarrassed to try something new” on holiday.


Top of Kuoni’s list of holiday learning experiences is conservation, including coral reef planting and turtle rescue. Photography was in second place, with Kuoni offering tours of Russia and Japan in 2019 following sell-out trips in previous years. Cookery was Kuoni’s third most popular activity, with diving and snorkelling in fourth place. Mindfulness was also on the agenda, in sixth place.


The survey revealed 39% of people chose destinations that provided a learning opportunity and a further 29% said they would definitely choose this on future trips.

 

A key market segment here is the older generation, with only 29% saying they would feel inhibited when it came to learning something new, compared to 44% of 18-24 year-olds.


Wendy Kenneally, Kuoni commercial director, said: “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.”

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