Why themed travel retreats are on the rise, from Silent Book Clubs to cookbook author-led culinary workshops

A memorable holiday today needs to offer more than just a bucket list destination or a stay at a luxury hotel. As personalisation and identity-driven travel have become bigger trends, seasoned travellers are gravitating towards specialised retreats in off-the-grid locations for an experience they can’t find elsewhere. “Travel retreats have surged in popularity as affluent travellers increasingly seek purpose-driven, transformative experiences rather than simply a change of scenery,” explains Charlotte Harris, CEO of luxury travel agency, Charlotte Travel. “What we are seeing is a clear shift from traditional markers of luxury – such as hardware and status – towards experiences that feel deeply personal.” Instead of the usual itinerary of restaurants and bars, heritage museums or luxury boutiques, these retreats are immersive experiences that foster communities and connection among like-minded individuals. While wellness initially dominated the space – think gut healing, menopause and even “rage” retreats – more recent offerings target niche themes or cater to specific hobbies and passions. For those who enjoy creative pursuits like painting, drawing and writing, niche agency UpTrek organises artist-led and author-led retreats across Europe and in Morocco. At House of Rohet in Rajasthan, India, keen equestrians can enjoy multi-day horse safaris on the region’s prized Marwari horses, while Casa Lawa in Sicily hosts retreats that offer cheese- and pasta-making, or interior design lectures. Also becoming popular are silent reading retreats. The Silent Book Club, which has more than 2,000 chapters in over 60 countries, has hosted retreats that combine peaceful reading time with fellow book lovers at locations including Costa Rica, Hawaii and Iceland. While many of these retreats are organised by activity, others target specific groups. UK-based The Collective, which was founded by Claire Vero, hosts three to four retreats a year solely designed for female entrepreneurs at locations including Mallorca and the Cotswolds. The itinerary can include everything from meditation to painting. “Our retreats are designed for women with an interest in business so it’s a soft networking opportunity and a chance to meet like-minded women walking the same path. Many women are looking for a change in what they are doing, and our retreats give them a chance to reflect and think about it,” says Vero. Off-the-beaten-track locations are also part of the lure. Shishi-Iwa House, a collection of houses in the mountain town of Karuizawa in Japan, launched its bespoke retreat programme in 2023 to complement its unique location among nature. “We launched this because I saw a real gap in the market for something more soulful – what we’re offering is special, focused on nature, community and genuine human connection,” says Huy Hoang, founder of Shishi-Iwa House. “There is a need for analogue escapes – places to share hobbies in person and connect with friends and family. We see a hotel retreat not merely as a holiday, but as a purposeful destination to meet like-minded people and dive into hobbies you love.” Shishi-Iwa’s retreats focus on several pillars: architecture, nature and outdoor activities, food and local farming, and culture and meditation. Past offerings have included trekking programmes that explore the Japanese Alps’ natural beauty such as 2,000-year-old sakura trees, vineyard tours that pay homage to the storied wine legacies of Nagano and Yamanashi prefectures, and workshops that delve into the revered ancient art of kintsugi. “We’re not chasing the mass market. It appeals to families, friend groups and individuals craving affordable luxury – great food and activities without the crowds, centred on real connections with nature, people and culture,” says Hoang. While content is important, so are the creatives behind such retreats. Instead of hoteliers, many retreats are led by specialists, entrepreneurs and even influencers who are experts in their fields and have unique insight that you won’t find elsewhere. “Influential figures will continue to play a role, as the emphasis is shifting towards credibility over celebrity. Travellers are increasingly drawn to retreats led by recognised experts who can offer genuine depth, guidance and a sense of community, rather than simply a name attached to the programme,” says Harris. Take the culinary workshops led by cookbook author Mimi Thorisson, who is based in Turin, Italy. Her retreats are held at destinations from Naples and Venice, to her hometown of Hong Kong, and attended by many of her social media followers or cookbook fans. “Food retreats have become less about showing and more about sharing. It is quieter, more emotional and much more human,” says Thorisson. “Each location tells a story about a place I have lived in, or spent a great deal of time in and loved. We go to markets and restaurants, meet artisans, cook together and sit around the table for long, generous meals. “I curate each moment with care, so that every guest leaves with not only recipes, but memories that feel vivid and lasting.” As travellers continue to look for more meaningful experiences, the retreat market is only set to expand. While many of the current offerings are held in exclusive locations or at smaller properties, larger groups like the Four Seasons Resorts are also getting into the game. Their properties in Lanai, Hawaii, offer hiking and women’s equine retreats, while guests can also customise their own four- to five-day itineraries to suit their particular interests. “What is driving all of this is a more informed and discerning traveller. Guests today are better educated and are seeking experiences that are both credible and highly specific,” explains Harris. “There is also an element of identity – travellers are choosing retreats that reflect their values and narratives, often amplified by social media’s appetite for distinctive, story-led experiences.”