More than a trend: How airlines and hotels are catering to sober travelers

08.01.2024 - 16:17 / thepointsguy.com / Airlines

Forget "dry January" — sober travel is becoming more than a New Year's trend; it's a movement, and hotels and airlines are finally taking notice. According to a 2023 survey by Hotels.com (shared via PRNewswire.com), "More than 40% of travelers say they are likely to book a detox trip in the next year, and half of travelers say they would be interested in staying at hotels that offer easily accessible alcohol-free options."

While I don't foresee booze-fueled travels ever becoming obsolete, it's important to note that jet-setters, particularly millennials and Gen Z, crave mentally and physically stimulating experiences and are seeking out destinations that cater to alcohol-free activities.

With the rise of sober-curious, alcohol-free individuals, airlines and hotels have caught on to the evergrowing market and are jumping at the chance to capitalize on this lifestyle change.

So, what is sober tourism, and how is it affecting brands when it comes to travel?

Whether they're fully sober, just opting for a healthier lifestyle or trying out a "dry" challenge, individuals continue to seek alternative booze options when it comes to their vacation plans. From mocktails, aka nonalcoholic cocktails, to full-blown travel experiences designed with sober travelers in mind, hospitality brands are engaging their customers with modified menus and much more.

"I think that people are more focused on health and wellness than ever before," Hilary Sheinbaum, author of "The Dry Challenge," tells TPG. "Gen Z drinks far less than the generations before them ... so every industry is learning to cater to people who aren't drinking as much or drinking at all."

Specifically for travel, Sheinbaum notes that people on vacations or work trips oftentimes still want to stick to their fitness routines and opt for healthier food and beverage alternatives.

While they may reach for a nonalcoholic beverage, customers still want an elevated experience. "You want to offer your consumers the same amazing experience so they want to come back to your hotel, fly on your planes, and you know, engage in your experiences," says Sheinbaum.

In December 2023, Alaska Airlines began offering craft nonalcoholic beer in partnership with Best Day Brewing. The craft beverage is complimentary for first- and premium-class passengers and is available for purchase for main cabin-ticketed passengers.

"We're hearing more frequently from our guests that they are looking for premium nonalcoholic beverages. Nonalcoholic beer is a growing category and an option we've offered in our lounges for a while now," a spokesperson for Alaska Airlines tells TPG. "We decided to launch nonalcoholic beer on board in time for January as many people kick off the new year with a