The trend of sober travel is on the rise as millions of people around the world are opting for alcohol-free holidays and experiences. Dry January and Sober October have become popular movements, with more individuals choosing to abstain from alcohol for health and wellness reasons. It is no longer believed that alcohol is necessary to have fun, leading to an increase in demand for alcohol-free events and activities. Younger generations, particularly millennials and Gen Z, are drinking less, with only a small percentage claiming to be regular drinkers.
‘Dry tripping’ is a term coined by Hotels.com to describe the emerging trend of travellers seeking activities and accommodation that do not revolve around alcohol. This includes opting for hotels and restaurants that offer creative nonalcoholic beverages, such as mocktails and nonalcoholic beer. Travellers who do not consume alcohol no longer have to settle for basic drink options like water or fizzy drinks, as the global shift towards nonalcoholic options gains momentum.
Research conducted on behalf of Expedia Group brands found that half of travellers are interested in staying at hotels that offer easily accessible alcohol-free options. This trend is also supported by a recent IWSR Drinks Market Analysis study, which values the global market for non and low-alcoholic beverages at over €10 billion. As more people focus on staying in control of their alcohol consumption and improving their well-being, the demand for sober travel experiences continues to grow.
Travellers are choosing sober travel for various reasons, including the desire to stay in control, improve their emotional and physical well-being, and align with religious beliefs that prohibit alcohol consumption. Wellness tourism is a rapidly growing sector of the industry, as people prioritize feeling healthy and rested while on holiday. Mocktails have become a popular choice for those who no longer enjoy drinking alcohol, as they provide a communal drinking experience without the negative effects of alcohol.
Germany has emerged as a leader in producing high-quality nonalcoholic beverages, including beer, wine, and spirits. The country is also the leading producer of nonalcoholic drinks in the world, catering to a global audience seeking alcohol-free options. German companies like BOAR Distillery are crafting innovative alcohol-free alternatives, such as BOAR Zero, a nonalcoholic distilled beverage. German vineyards and breweries are also expanding their nonalcoholic product lines to meet the growing demand for sober alternatives.
As the market for nonalcoholic beverages continues to expand, new product lines and innovations are expected to emerge, driving the trend of sober tourism forward. With Gen Z leading the way towards a healthier, alcohol-free lifestyle, the demand for alcohol-free travel experiences is likely to increase in the coming years. The shift towards sober travel reflects a broader cultural trend towards wellness and mindfulness, as more people prioritize health and balance in their lives.
