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Europeans Choose Skill-Based Holidays Over Traditional Sightseeing, Mastercard Survey Finds

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European travellers are increasingly using their holidays to learn new skills rather than simply relax or collect souvenirs, according to a new survey by Mastercard that highlights a growing demand for experience-driven travel.

The study, which surveyed more than 27,000 holidaymakers across 28 European countries, found that 48 percent of respondents plan to learn a new skill during their trips this summer. Many travellers also said they are willing to spend more on holidays that offer authentic learning experiences, reflecting changing priorities in the tourism sector.

According to the findings, 42 percent of participants would pay extra for trips that include opportunities to develop new abilities, while seeking local businesses and instructors who can provide genuine cultural experiences.

The survey found that 37 percent of respondents have already booked what Mastercard describes as a “skilliday” – a holiday centred on learning practical or creative skills rather than traditional sightseeing.

Younger travellers are leading the trend. Among those aged 18 to 24, 57 percent said they were planning a skill-based holiday this season. The figure stood at 52 percent among travellers aged 25 to 34, showing continued enthusiasm among younger generations for educational travel experiences.

The research also revealed that 51 percent believe learning something new makes a holiday more meaningful, while 48 percent said the knowledge and abilities gained during a trip are more valuable than the souvenirs they bring home.

Natalia Lechmanova, chief economist for Europe at the Mastercard Economics Institute, said travellers are increasingly looking for experiences that create lasting memories through active participation.

She said spending on experiences has remained stronger than spending on physical goods, with skill-focused holidays representing a growing segment of the travel market. She added that these trips often encourage visitors to explore smaller towns, rural communities and destinations outside the traditional peak tourist season, helping spread tourism benefits more evenly.

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Language learning emerged as the most popular activity among European travellers, with 30 percent expressing interest in improving basic conversational skills while abroad. Culinary experiences ranked closely behind, with 28 percent hoping to attend cooking classes led by local chefs, while another 28 percent wanted to learn about food and drink production, including cheesemaking.

Wellness activities such as meditation, yoga and martial arts attracted 25 percent of respondents, followed by traditional crafts including pottery, weaving and woodworking at 24 percent. Creative pursuits such as photography, painting and writing were selected by 23 percent, while sports, hiking and surfing appealed to 19 percent.

The survey also highlighted differences between countries. Serbian travellers showed the strongest interest in learning new languages, while Romanians expressed the greatest enthusiasm for cooking classes. Swedish respondents were particularly interested in food production, Slovenians favoured wellness activities, and Italians showed the highest interest in traditional crafts. Croatians and Serbians ranked highest for creative arts, while Ukrainians were the most interested in developing new sports and fitness skills during their holidays.

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Jet2 Charter Introduces All-Business-Class Boeing 737 for Premium Group Travel

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Jet2 Charter, the charter arm of British low-cost airline Jet2, has introduced a Boeing 737-800NG configured entirely with business-class seating, responding to demand from sports, music, entertainment and specialist travel groups.

The aircraft, based at Liverpool John Lennon Airport, has 76 business-class seats, compared with the 189 seats typically found on Jet2 aircraft of the same type. Each seat offers at least 43 inches of legroom, providing passengers with additional space and comfort on charter flights.

Jet2 does not offer business-class seating on its regular scheduled services, making the specially configured aircraft a new addition to its charter operation. The company said the product was developed to meet the needs of customers seeking a more spacious cabin for group travel.

“This is the first time that we have featured a dedicated business class specification on our aircraft, so this is an incredibly exciting development for charter customers,” said Trevor Caplis, head of charter and airline sales at Jet2.

Caplis said feedback from customers who had already travelled on the aircraft had been positive, with passengers responding well to the cabin’s space and comfort.

“The feedback from charter customers who have flown on it has been exceptional, with the premium feel, space and comfort onboard really shining through,” he said. He added that the cabin, combined with Jet2’s customer service, was expected to appeal to charter clients during the winter season.

The launch comes as airlines increasingly explore premium seating and specialised cabin configurations to attract customers willing to pay for additional comfort. Some operators, including BeOnd and La Compagnie, have built their businesses around all-business-class services.

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Airlines expand premium offerings

Established carriers are also investing in higher-end products across their fleets.

Earlier this month, British Airways unveiled a new Airbus A380 cabin design featuring 106 business-class seats across the aircraft’s entire upper deck, alongside 12 first-class suites. The layout is designed to provide more premium seating while maintaining a dedicated first-class section.

Emirates has also been developing its cabin offering. In September, the Dubai-based airline unveiled what it described as the world’s first electric premium-economy seat featuring a full-height privacy screen.

TAP Air Portugal introduced its “Economy Prime” product in June, adding another option for passengers seeking extra comfort without booking business class. Qatar Airways is also considering expanding its premium-economy offering, with chief executive Hamad Ali Al-Khater saying the airline was seriously evaluating the option.

These developments reflect a wider effort across the aviation industry to diversify cabin products and respond to changing passenger expectations. Jet2 Charter’s new aircraft targets a more specialised market, offering sports teams, performers and other groups the option of travelling together in a cabin designed around additional space and comfort.

The aircraft’s introduction gives Jet2 Charter a dedicated premium configuration as it seeks to serve customers with requirements beyond those of conventional scheduled flights.

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Europe Records Busiest-Ever Summer for Air Travel Despite Middle East War

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European skies recorded their busiest summer on record in 2026, with airlines operating more flights during the peak July and August holiday period despite disruption linked to the Middle East war.

Data from Eurocontrol, Europe’s aviation safety and air traffic management organisation, showed that the continent handled an average of 35,959 flights per day during the two-month period. That was 2.4% higher than the same period in 2025.

The busiest day came on Friday, July 10, when 37,640 flights were recorded across Europe, marking a new daily traffic record.

Despite the increase in air traffic and disruption caused by the conflict, punctuality also improved. Eurocontrol said 72.6% of flights arrived on time, an increase of 1.2 percentage points compared with 2025.

France continued to account for the largest share of delays linked to air traffic control management problems, representing 32% of all such delays across Europe.

Eurocontrol said the US-Iran war had influenced travel patterns during the 2026 tourist season. The conflict also encouraged some Europeans to choose holiday destinations within the continent, as travellers looked for locations perceived to be closer and safer amid wider regional uncertainty.

Southern and southeastern European countries benefited from the change in travel patterns. Eurocontrol reported lower traffic in Bulgaria, Hungary and Türkiye, while Albania, Croatia, Cyprus, Greece, Montenegro, North Macedonia, Serbia and Slovenia recorded significant increases.

The report also pointed to continued growth in southwestern Europe, highlighting a shift in demand toward destinations that remained accessible despite geopolitical tensions.

Greece experienced particularly strong demand, with record passenger numbers at its airports placing considerable pressure on the country’s air traffic control system during the busiest part of the summer season.

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Fourteen countries recorded their highest-ever daily traffic for arrivals and departures during the summer. They included Albania, Armenia, Georgia, Greece, Ireland, Italy, Moldova, North Macedonia, Montenegro, Portugal, Serbia, Slovakia, Spain and Türkiye.

Airlines also experienced exceptionally high levels of activity. Several carriers and airline groups reported record traffic during the period, including Aegean, Air Serbia, easyJet, Jet2.com, Pegasus, Royal Air Maroc, Ryanair, Sky Express, SunExpress, Turkish Airlines and Wizz Air.

The figures indicate that Europe’s aviation sector remained resilient despite geopolitical disruption and changing tourist preferences. While the conflict affected traffic patterns in parts of eastern and southeastern Europe, demand for flights to other European destinations helped push overall summer traffic to unprecedented levels.

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Wizz Air Named Europe’s Cheapest Airline as British Airways Tops Cost Ranking

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Wizz Air has been ranked the least expensive airline in Europe, while British Airways was identified as the costliest major national carrier, according to research comparing passenger revenue generated across 23 European airlines.

The analysis by flight and baggage compensation company AirAdvisor used revenue per available seat kilometre, or RASK, to compare how much airlines earn from passengers for each kilometre flown per available seat.

RASK provides an indication of how much travellers pay relative to distance and available capacity. The measure also reflects additional passenger charges, including fees for baggage and seat selection, rather than relying only on advertised ticket prices.

AirAdvisor said smaller airlines often have higher costs because they operate fewer routes, smaller fleets and services to remote or lower-demand destinations. With fewer seats available and less competition on some routes, fares can be higher.

However, the company said the pattern does not apply universally and travellers should compare prices for individual routes before booking.

The research also found that airline costs generally fell between 2024 and 2025. Among the 14 carriers for which AirAdvisor had year-on-year RASK figures, only five recorded increases, while nine saw their RASK decline.

Norway’s Widerøe topped the overall cost ranking with a RASK of €0.32. The regional airline operates many routes connecting smaller Norwegian airports with larger centres and also serves destinations including Aberdeen, Hamburg and London Southend.

Among major airlines, British Airways ranked as Europe’s most expensive national carrier, with a 2025 RASK of €0.0888. Its figure increased by €0.0038 from the previous year.

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Air France and Austrian Airlines shared the next position among the most expensive major carriers, both recording a RASK of €0.0850.

At the other end of the ranking, Hungary-based Wizz Air had the lowest RASK at €0.0433, making it the least expensive airline in AirAdvisor’s comparison.

The company estimated that choosing Wizz Air instead of Air France could save travellers up to €50 on an average European flight distance, although actual savings depend on the route and additional fees.

easyJet ranked second among the least expensive airlines, with its RASK falling from €0.0770 in 2024 to €0.0521 in 2025.

Ryanair took third place, with RASK declining from €0.0843 to €0.0556 over the same period.

Among the 11 major national airlines included in the study, Finnair was ranked the least expensive.

The findings suggest that airline pricing can vary significantly even among national carriers, while the cost differences between airlines become more noticeable when viewed across typical travel distances.

AirAdvisor advised passengers to use such comparisons as a guide rather than a guarantee of the final fare, as route-specific pricing, luggage charges, seat fees and other extras can significantly affect the total cost of a journey.

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