The hospitality sector is undergoing a noticeable shift as more travellers move toward sober and wellness-driven lifestyles, even while on vacation. With younger generations prioritising mental clarity, health, and mindfulness, alcohol-free travel has grown from a personal choice into a defining industry trend. Sanjeev Nanda, a well-regarded name in luxury hospitality, weighs in on how this change is shaping the future of guest experiences.
Understanding the New Traveller Mindset
A new class of traveller has emerged, one that prefers sunrise yoga over late-night cocktails and handcrafted mocktails over traditional spirits. This shift is largely led by Gen Z and millennial audiences, who are embracing conscious living and seeking travel experiences that align with their values.
The numbers support this evolution. A 2023 NielsenIQ report showed a 33% growth in sales of non-alcoholic beverages, while a 2024 IWSR study revealed that 48% of drinkers across major markets have consciously reduced their alcohol intake. Of those consuming no- and low-alcohol products, over two-thirds said they had decreased their alcohol consumption overall.
“This is more than a trend, it’s a reflection of deeper lifestyle changes,” says Sanjeev Nanda. “Modern travellers want spaces that support their wellness goals, even when they’re far from home.”
How Hotels Are Adapting to the Alcohol-Free Wave
To meet this rising demand, hotels and resorts are curating innovative, sober-friendly experiences. From signature zero-proof cocktail menus to wellness retreats with guided meditation and nature therapy, the hospitality sector is adapting with creativity and inclusivity.
“Hotels today need to offer alternatives that feel equally premium,” explains Nanda. “It’s not about taking something away; it’s about enhancing the guest journey with thoughtful options.”
Some properties are even rethinking their social offerings, creating events where alcohol is optional rather than central. This approach not only welcomes sober guests, but also appeals to those who simply want balance.
Why This Evolution Makes Business Sense
Alcohol-free travel isn’t a niche; it’s a rapidly growing segment with enormous potential. Travellers seeking wellness-aligned experiences include not only individuals in recovery or those abstaining from alcohol, but also families, solo explorers, and professionals looking for meaningful downtime.
Hotels that embrace this movement stand to attract a loyal, values-driven customer base. According to Sanjeev Nanda, brands that listen and respond authentically to changing preferences gain more than bookings, they earn long-term trust.
“Inclusivity isn’t just ethical, it’s smart strategy,” Sanjeev Nandanotes. “Guests today are looking for spaces where they feel understood. Deliver that, and you’ll build a brand they keep coming back to.”
Looking Ahead: Designing Hospitality with Intention
As the hospitality industry continues to evolve, those who focus on empathy, wellness, and flexible offerings will lead the way. Alcohol-free travel is not about eliminating indulgence, but about redefining it in a more intentional, health-conscious way.
“Guests don’t just want to be served, they want to be seen,” concludes Sanjeev Nanda. “And when hotels meet that need with integrity, they become more than a destination, they become part of the guest’s lifestyle.”
