Many Tourism Brands Embrace the Sober Travel Trend

Traveling as a sober person can be quite challenging at times. No matter how comfortable you are with your sobriety or how long it’s been since your last alcoholic drink, it can still feel like you’re missing out. After all, the whole point of traveling is to soak in as many new experiences as you can and plenty of those experiences seem to involve imbibing. When you’re with other people who seem to be enjoying themselves all the more because of their buzz, it can feel pretty awkward declining to partake

Luckily, it seems like travel and hospitality providers are finally dedicating some serious thought to providing satisfying non-alcoholic alternatives that can rival their boozy counterparts. Instead of having to order a virgin (fill-in-the-blank) that’s probably just cocktail mixer or syrup and ice, sober and sober-curious travelers are beginning to get some more epicurean options when it comes to their beverages. In fact, I’ve noticed mocktails appearing on menus alongside cocktails more as a matter of course these days. 

Reports indicate that we have the younger generation to thank for this, as Gen-Z travelers are increasingly embracing the sober or sober-curious movement when it comes to their vacations. Alternatively, the amplified adoption of a zero-proof lifestyle could be attributed to the ever-increasing demand for wellness offerings and a post-COVID self-care mindset. Whatever the reason, it’s honestly a relief to be able to join your companions at a bar and find something to sip on that doesn’t make you feel plain left out.   

The difference nowadays is, as The Washington Post put it, a wider social acceptance of teetotaling—without asking “why?”. In its annual trend report, Expedia found that more than a quarter of college-aged Americans opt not to drink alcohol, while their parents are also drastically reducing their intake. For the way this trend has migrated into the tourism space, the OTA coined the term “dry-tripping”.

So, let’s give it up for the travel and hospitality companies that recognized the demand and have stepped up to start normalizing serving non-alcoholic beers, wines, and mixed drinks in bars and restaurants. 

Lindblad Expeditions’ VP of Hotel Operations, Ana Esteves, told Travel + Leisure, “Demand for NA drinks is way up the past couple of years,” and went on to say that the line dedicates as much time to coming up with delicious mocktail recipes as crafting traditional cocktails. Celebrity Cruises, Explora Journeys, Holland America Line, MSC Cruises, Oceania Cruises, Princess Cruises and others also stock zero-proof spirits and serve a variety of non-alcoholic specialty drinks. 

Back on dry land, hoteliers are also answering the call for booze-free beverages. In late 2021, Hyatt debuted its “Zero Proof, Zero Judgment” program at select Andaz and Thompson properties in the U.S. Hilton is embracing the “dry-tripping” trend at its new Tempo by Hilton brand hotels, where the bar menu features both “Spirited” and “Free-Spirited” cocktails.

Even air carriers are starting to hop on the booze-free bandwagon. Last spring, JetBlue became the first U.S. airline to offer the option of non-alcoholic beer onboard and, in Business Class, also offers a zero-proof version of its popular Mint Condition cocktail. Alaska Airlines followed late last year with its own non-alcoholic beer, which is complimentary in premium cabins, but can also be purchased by passengers in Economy. 

This article originally appeared in TravelPulse.