As Americans become more mindful of their drinking habits, the travel and hospitality industries are adapting to offer a wider range of alcohol-free options, FOX News reports.
This shift is fueled in part by the US Surgeon General’s recent advisory highlighting the link between alcohol and cancer, as well as a broader movement toward health-conscious lifestyles.
Hotels across the United States are seeing a rise in demand for alcohol-free experiences. The Pasea Hotel & Spa in Huntington Beach, California, for example, has experienced a 25% year-over-year increase in non-alcoholic beverage sales.
“As travelers focus more on healthier lifestyle choices, the surgeon general’s warning underscores evolving expectations within the hospitality industry,” said Paul Maddison, Pasea’s regional general manager. “The industry will continue to innovate to prioritize both health and high-quality experiences.”
In Napa Valley, the Bardessono Hotel & Spa has introduced an alcohol-free concierge service, which has been well-received by guests. Alain Negueloua, the hotel’s vice president and general manager, noted:
“This shift reflects a larger industry trend toward inclusive experiences catering to individual needs, encouraging a more balanced, mindful approach to travel.”
Earlier this month, US Surgeon General Dr. Vivek Murthy issued an advisory linking alcohol consumption to seven types of cancer, noting that alcohol is responsible for approximately 100,000 cancer cases and 20,000 cancer deaths annually in the US.
“Most Americans are unaware of this risk,” Dr. Murthy stated.
He urged people to reconsider their alcohol consumption.
The trend of “sober travel,” also known as “dry tripping,” is reshaping vacation habits. Hotels.com identified it as one of 2024’s hottest trends, with more than 40% of travelers expressing interest in booking detox-focused trips. Reviews mentioning “mocktails” have surged by 50% year-over-year, reflecting growing enthusiasm for creative, non-alcoholic offerings at top hotels worldwide.
Bobbie Peppers, general manager of The Memphian in Memphis, Tennessee, emphasized the importance of catering to this demand.
“To meet growing interest in mindful drinking, we’ve introduced a thoughtfully curated mocktail menu and events like a non-alcoholic, three-course meal experience,” Peppers explained.
More than 220 million Americans over the age of 12 have reported consuming alcohol at some point, according to the 2023 National Survey on Drug Use and Health. Among adults, 23% reported binge-drinking, and 16.4% admitted to heavy drinking.
The increased focus on wellness has prompted hotels to balance indulgence with mindfulness, offering alternatives that cater to a diverse array of guest preferences. As the travel industry evolves, alcohol-free options are expected to become a staple of the modern vacation experience.
