Sanjeev Nanda Reflects on the Growing Shift Toward Alcohol-Free Travel in Hospitality
“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.”
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 isnt just a niche anymore,its 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.
Hospitalitys 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, todays 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 arent just staying current,theyre building trust and emotional loyalty with a broader demographic.
This isnt a passing phase, says Nanda. Its 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 dont just serve them, you connect with them.
