A new type of traveller is emerging, one that wants margaritas without the tequila and mai tais sans rum, and the travel industry is leaning into the change.
The trend starts young, with Contiki among the first operators to offer alcohol-free trips, or as it calls them, Sober Curious. The company announced the trips last year, after its 2024 Voice of a Generation Survey found 83% of respondents aged 18-35 were interested in a completely sober travel experience. Contiki ceo Adam Armstrong says young travellers are drinking less in general. “Of course our travellers can still enjoy an Aperol in Rome or some Beajolais wine at the Contiki Chateau if they want to, but these sober curious trips are part of a suite of cultural experiences we offer which prioritise the buzz of travel over anything else.”
. . . Cruise Lines
Many cruise lines and airlines, too, have developed alcohol-free options for travellers. Earlier this month, Carnival Cruise Line launched a non-alcoholic beverage package, Cheers! Zero Proof, which its president Christine Duffy says is a direct response to guests’ demand for a comprehensive non-alcoholic drink package when they cruise. Celebrity Cruises, Holland America Line, and Princess, among others, also offer zero alcohol packages.
. . . Airlines
As for airlines, while all obviously offer non-alcoholic beverages, notable low or zero-alcohol options include Air New Zealand’s Parrotdog Watchdog IPA which has less than 0.5% alcohol, while Emirates serves up mocktails such as the Virgin Cucumber Gimlet, Cathay Pacific has the iconic Cathay Delight and Malaysia Airlines has a signature Wau Emas.
British Airways has partnered with Betty Buzz, offering a range of non-alcoholic sparkling mixers, and the brand also features aboard Princess Cruises.
Athletic Brewing Company, which produces non-alcoholic craft beer, partnered with Jetblue in 2023, making it the first major US airline to sell non-alcoholic beer at 35,000 feet. Booze-free bars are also taking off; there’s The Club Soda Tasting Room in London, as well as Sans Bar in Austin Texas, Hekate Café & Elixer Lounge in New York City, and Xavier, an alcohol-free cellar in Paris.
This trend is gaining momentum, with Forbes stating that sober travel is among the trends to watch in 2026 with it to become ‘a cornerstone of thoughtful hospitality’.
