Sober Travel: A Journey Beyond the Booze


Alison Sinclair’s Turks and Caicos experience is a haunting memory of lost moments and strained friendships. 

Now, over a decade sober, Sinclair is among a wave of tourists who have embraced alcohol-free voyages to experience the world with clarity.

Brands Take Note

According to a CNN report, prominent travel brands, including Hyatt Hotels and Norwegian Cruise Line, are evolving in response to this demand. 

Not only are they crafting sober-friendly itineraries, but they’re proudly marketing them, capitalizing on the escalating “sober curious” movement.

The Rise of Sober Travel Companies

The report noted that We Love Lucid, a UK-based sober travel venture, is a beacon for many travelers. Lauren Burnison, the company’s founder, emphasizes the importance of connection and shared experiences on their trips. 

They feature destinations like Ronda, Spain, and pack itineraries with activities such as sightseeing and tapas-making classes.

Defining “Sober Curious”

Introduced by British author Ruby Warrington in 2018, the term “sober curious” defines individuals who, though not necessarily adhering to a strict no-alcohol regimen, actively explore life with reduced alcohol consumption.

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Embracing Sobriety in Travel

Global beer titans, including Asahi and ImBev, also align with the trend, releasing low- or no-alcohol beverages. 

In addition, travel planners like Safari Guru and We Love Lucid ensure travelers get the whole experience without alcohol, replacing traditional drinks with non-alcoholic alternatives.

The Dry January Effect

The report noted that The Dry January campaign by Alcohol Change UK in 2013 spurred the movement, encouraging individuals to go alcohol-free after the festive season. 

It found traction in 2022, with 35% of Americans participating.

Hyatt took this initiative to another level, pioneering the “Zero Proof Zero Judgment” program.

Supporting Sober Travelers

According to a National Geographic article, the number of Americans with substance abuse problems is staggering, with 46.3 million affected. Travel often exacerbates these challenges. 

Yet, the rising trend of sober travel and its growing market share, now valued at $10 billion, signals a transformation in tourism.

New strategies, like substitution strategies, are becoming popular among tourists, where they replace old habits with new, sober routines.

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The article noted that sober travel is more than just a fleeting trend; it’s an awakening. 

For Alison Sinclair and many like her, it isn’t merely an industry buzzword – it’s a personal journey.


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