And we have it, another travel buzzword to add to the list. First 'staycation' then 'flocation' and now thanks to WTM we've got PANKS (professional Aunties No Kids). 

While the growing market ($9 billion annually in the US) of aunties taking nieces and nephews travelling is astounding, must we resort to acronyms and cringe-inducing word mash ups?

In the activity and learning market there have been several major shifts in 2013 which look set to take off in 2014 according to leading learning holiday specialists GoLearnTo.com - but we promise there's no PANKS 'cations' or even Spafari here. 

With 24 years working in some of the biggest names in travel, GoLearnTo.com's Founder and CEO Vanessa Lenssen reflects on what's been big in 2013 and predicts the most popular experiences and travel trends in the learning and activity market for 2014.  

Vanessa's top three travel trends for 2014:

1. Making it count
While the majority of Britons continue to cut back on every day costs, they're less willing than ever to sacrifice their holidays, with one in five of us considering annual holidays a necessity not a luxury according to new research. 

In the survey by ABTA, consumers were asked to prioritise what they spend their money. Holidays came out top.

But with that view comes high demands on our holidays according to Lenssen.

"People want much more from their holidays. They want to learn more than one skill, they want adventure and relaxation.

"Whether it's doing yoga and cycling in Italy, cooking and photography in Morocco, or a tailored painting, photography, food and drawing holiday in Spain - the demand for multiple activity holidays has rapidly gained momentum and looks to be a major trend in 2014," Lenssen said.

2. Holiday samplers
As the demand for new tangible learning experiences continues to grow year on year, first-timers to experience holidays are increasingly looking for a 'taster' before committing to longer holidays according to Lenssen.

"It's a bit like try before you buy - they go for a short stint first and the response from it has been astounding. Over 34% come back and book another holiday within the same year.

"Once people know what a holiday can be, they're hooked. We have guests telling us on a daily basis that they wished they'd discovered this way of travelling years ago." Lenssen said.

In response to the growing demand for short or weekend breaks, GoLearnTo.com will be expanding their range in 2014 with a particular focus on culinary and wellbeing weekends.

3. Ultra luxury
As those in the travel industry are aware, luxury travel has remained vastly unscathed throughout the recession, but now we're beginning to see a rising push for ultra-decadent travel.

A recent survey showed 92% of travellers were planning to spend at least as much, if not more, on trips in 2014 vs 2013 and the demand for ultra-luxury has grown by 27%.

"The luxury travel market is taking on new shape this year as people are looking for the ultimate in indulgence on their holidays.

"But it's not just wanting the most deluxe accommodation, spa treatments, and activities, they want something that offers a truly unique and memorable experience, not just another faceless high-end hotel," Lenssen said.

For ultra-luxury holidays with growing demand in 2014 think Michelin star cooking and spa in Provence, luxury ultimate cleanse by the beach in Spain, luxury yoga retreat in Koh Samui and the luxury cooking weekend in Morzine. 

                                                                     -Ends- 

Vanessa Lenssen is available for interview and comment on request.

Notes to Editors
GoLearnTo.com are learning holiday specialists selling a range of over 1000 inspirational holiday courses in over 37 countries worldwide to suit all timescales & budgets. 

GoLearnTo.com was recently nominated for two 2013 British Travel Awards in the categories for best special interest holiday company and best singles holiday company.

All holidays are focused on learning a new skill or pursuing an existing hobby and include unique courses where you can go learn to speak Spanish, cook, flamenco dance, make your own perfume, surf, kitesurf, cook paella, make Italian gelato, paint, ride horses like a cowboy, scuba dive, take photographs to be proud of, make jewellery and much more.

Vanessa Lenssen
After working in senior roles for the likes of Virgin, STA Travel, TUI and MyTravel, founder and CEO of GoLearnTo.com, Vanessa Lenssen was inspired to create GoLearnTo.com after learning to kitesurf in Tarifa.

There she had her light bulb moment, realising that there might be others out there who could never really relax on holiday unless they switched their brain into 'holiday mode' by learning something new. 

Vanessa has since gone on learning holidays in everything from skydiving, flamenco dance, to pastry making and everything in between.

Today Vanessa trials new holidays. She meets the tutors. Tracks website visits and is an SEO fanatic - you could call her a nerd, we do. She manages the team. Talks with our partners around the world. Chats with journalists. Mentors at the London Business School Entrepreneurial Faculty. Frequently dabbles in IT support and is working on a new website development project. She has been awarded the SHINE corporate woman of the year award and was shortlisted for Red Magazine's 'Red Hot Women award' in the online business category. She tangos on Tuesdays and perfects her downward dog on Wednesdays. She drinks 10 cups of tea a day. Oh and she is a mother of toddler twins.

Media enquiries
Contact: sally@golearnto.com
T: + 44(0) 845 6250445 / 0208 144 5990

References
American Express Travel, ABTA