Sanjeev Nanda Reflects on the Growing Shift Toward Alcohol-Free Travel in Hospitality

A quiet revolution is unfolding in the travel world. More travellers, especially among younger generations, are stepping away from alcohol, not just in daily life but even on vacations. This evolving preference is prompting a new chapter in hospitality, where wellness, balance, and mindful choices take centre stage. Hospitality veteran Sanjeev Nanda shares his insights on this rising movement and how the industry can meet these evolving guest expectations with agility and empathy.

The Cultural Shift Behind Sober Travel

The concept of alcohol-free travel isn’t just a niche anymore,it’s a reflection of broader societal changes. Driven by health consciousness, social movements like “Dry January” and “Sober October,” and a desire for more intentional living, Gen Z and millennials are redefining what leisure looks like. Industry data backs this shift. NielsenIQ reported a 33% increase in non-alcoholic beverage sales in 2023, while IWSR’s 2024 study revealed that nearly half of drinkers in key markets have reduced their alcohol intake in recent months. Notably, 68% of no- and low-alcohol product consumers reported drinking less alcohol overall.

“This new generation of travellers is mindful,” observes Sanjeev Nanda. “They want their lifestyle choices to be respected no matter where they are. Hospitality must honour that by aligning offerings with personal values.”

Hospitality’s Response to Changing Guest Lifestyles

Forward-thinking hotels and resorts are embracing this shift with thoughtful, inclusive offerings. Many are now crafting elaborate alcohol-free beverage menus, designing mocktail experiences that rival traditional mixology. Others are developing wellness-focused packages that prioritise movement, relaxation, and connection, without centering alcohol.

Sanjeev Nanda believes the key is in offering guests more choice, not restriction. “The hospitality industry thrives when it offers personalisation,” he says. “Giving guests the option to enjoy premium, alcohol-free experiences sends a strong message: we see you, and your lifestyle matters.”

At the same time, the atmosphere of social events and gatherings is being reimagined, emphasising inclusivity and balance rather than indulgence alone. Whether guests are sober, sober-curious, or simply on a break, today’s hospitality spaces are becoming more accommodating by design.

A Strategic Opportunity for Brands

Beyond lifestyle alignment, the alcohol-free travel trend opens new doors for business. Wellness travellers, families, and professionals seeking rest without excess are actively searching for spaces that support their choices. Brands that embrace this wave aren’t just staying current,they’re building trust and emotional loyalty with a broader demographic.

“This isn’t a passing phase,” says Nanda. “It’s a cultural shift. And brands that understand and adapt to these changes will be the ones that lead the future of hospitality.”

Hotels that innovate in this space will not only resonate with modern values but also stand out for their inclusivity and guest empathy, traits that drive both word-of-mouth growth and repeat stays.

“Ultimately,” Sanjeev Nanda concludes, “hospitality is about understanding people. If you listen to your guests and reflect their evolving priorities, you don’t just serve them, you connect with them.”

Various shifts in the perception of people including health concerns, cultural significance or generational factors often drive them towards alcohol-free trips. Globally, there have also been several movements, such as ‘Dry January’ or ‘Sober October,’ which are the result of these transforming values. Millennials or the up-and-about Gen Z travellers, started prioritizing peace and mindfulness, indicating a change in their travelling ways. As per Nielsen IQ report in 2023, there has been a 33% increase in the sale of non-alcoholic beverages compared to the past year. IWSR report (2024) highlights that in the past few months, alcohol consumption has decreased among drinkers across 15 markets by 48%. It has notably led 68% of consumers to turn towards no-alcohol items, reporting a significant reduction in alcohol intake. In addition to that, health advisories such as the U.S. Surgeon General’s caution regarding the connection between alcohol and cancer have managed to expand the awareness surrounding health.