The idea of leisure is evolving. For a growing number of travellers, the definition of a good time no longer revolves around alcohol. Instead, wellness, mindfulness, and conscious choices are taking centre stage. This shift is making waves in the hospitality world, as hotels adapt to offer experiences that align with a more sober, health-oriented lifestyle. Hospitality strategist Sanjeev Nandalends his insights into this movement, highlighting the new expectations of modern guests.
The Wellness Shift Behind the Travel Itinerary
Health and wellness are no longer just buzzwords, they’re the cornerstones of how many travellers plan their stays. Recent studies reveal a notable drop in alcohol consumption worldwide, particularly among younger demographics. A 2024 IWSR report indicates that nearly half of adult drinkers across 15 global markets have actively reduced their alcohol intake. Sales of alcohol-free beverages have spiked, reflecting a genuine shift in priorities.
Sanjeev Nanda remarks, “Guests today want alignment between their lifestyle choices and the environments they stay in. The expectation isn’t just for comfort, but for clarity and consciousness.”
How Hotels Are Responding to a Sober-Curious Generation
Hotels are stepping up. Mocktail menus now mirror the creativity of cocktail bars, offering herb-infused, beautifully crafted drinks. Some properties are redesigning their bar concepts to include ‘dry bars’, lively, upscale spaces with zero-proof offerings. Wellness resorts are curating fully sober retreats that revolve around inner healing, community building, and immersive nature experiences.
“It’s about showing guests they don’t have to compromise joy or sophistication when they skip the alcohol,” says Nanda. “Options should empower, not limit.”
This movement is also creating more inclusive social events, where both sober and casual drinkers feel equally at home. Hospitality spaces are learning to celebrate diversity in choice.
More Than a Trend – A New Standard of Hospitality
For many, alcohol-free travel is not a temporary decision but a long-term lifestyle. Hotels that understand this are shaping a more inclusive future for the industry. From a business standpoint, it expands reach, welcoming families, solo wellness travellers, and groups looking for healthier ways to unwind.
According to Nanda, “This is about anticipating the future of hospitality, not just reacting to it. The brands that listen, adjust, and innovate will lead.”
Redefining What It Means to Unwind
Gone are the days when leisure meant indulgence at the cost of well-being. Today’s travellers are redefining what it means to unwind, connect, and create memories. The industry’s role is to meet them there, with empathy, creativity, and conscious design.
“True hospitality is about understanding who your guest is becoming, not just who they were last year,” concludes Sanjeev Nanda. “When we create experiences that reflect evolving values, we do more than serve guests, we inspire them.”
