Sober Travel: The Wellness Trend Rewriting the Way We Vacation
From presence, clarity, and connection, the benefits of alcohol-free travel foster a healthier, more rewarding way to explore the world
The focus on wellness—and sober travel in particular—is on the rise.
A recent Contiki survey found that 83 percent of Gen Z travelers would consider booking a sober travel experience, while more than half cite the importance of maintaining a wellness routine even while on the road. This growing interest also tracks online: digital news platform Travel and Tour World reported online searches for “sober travel” jumped 200 percent in early 2025.
Sober travel is more popular—and more accessible—than ever. Nonalcoholic beverage options have come a long way from the days of Coke or Pepsi; mocktails are now standard at many bars and restaurants, and alcohol-removed wine brands such as FRE are making their way into stores.
The result: Traveling without alcohol is not only possible but also fun. Here are some advantages to sober travel.
Travel experiences are better when you remember them
If you’re a sober traveler, you've probably overheard plenty of conversations that start with something like: "I'm so hungover. What time did I go to sleep last night?" If you've lived that yourself, hearing it again can serve as a reminder of why you choose a sober lifestyle.
The truth is, you don't need alcohol to enhance any experience, whether it’s a concert or sports event—or a night on the dance floor or a karaoke stage with friends. Some of the most memorable moments come from being fully present.
Social travelers who skip alcohol have more enjoyable, inclusive options than ever
Even immersive group experiences that were once exclusively alcohol-focused, such as craft cocktail classes, are evolving to welcome sober travelers. This is even happening in destinations long associated with sweet, rum-infused cocktails—such as the Caribbean.
For example, the JW Marriott St Maarten Beach Resort & Spa offers a mixology class where you can pick fresh herbs from the resort’s garden to garnish zero-proof versions of classic tropical drinks, from mojitos to piña coladas. And without alcohol, travelers often gravitate toward even richer cultural engagement, from cooking classes and local markets to nature excursions that offer a deeper sense of place.
Sober business trips are more productive
While vacation might be the most common time for overindulgence, plenty of drinking also happens during business trips. Unlike vacation, though, showing up foggy or embarrassing yourself in front of colleagues or clients can have real consequences.
Staying sober helps you stay focused, collected, and able to build meaningful professional connections with people you don’t often see in person.
Opportunists are less likely to take advantage of a sober person
Intoxicated people are easier targets for theft or manipulation, and those with bad intentions know exactly where drunk people tend to gather. This becomes especially important if you’re among the increasing number of solo travelers.
Being alone and drunk at a bar makes you more vulnerable, whether that’s someone eyeing your phone (often attached to your ID and credit cards) or simply taking advantage of lowered awareness. Staying sober reduces risk and increases your ability to react confidently and safely.
Sober travel is better for your mind, body, and wallet
While recent studies reveal that there’s no truly “healthy” amount of alcohol, the financial benefits of sober travel are compelling, too.
Let’s say cruising is your thing. Holland America Line’s Quench package (a prepaid nonalcoholic beverage plan) costs roughly one-third of its alcoholic beverage package counterpart. As of 2025, that’s a savings of at least $33 per day—or about $231 for a seven-day cruise—while still giving you access to mocktails and specialty drinks. And while mocktails aren’t always cheap, they’re usually at least a few dollars less than their alcoholic counterparts.
In pricey nightlife destinations such as New York or Miami, choosing tap water over cocktails can easily save $50 or more in a single night and avoid hundreds of extra calories that come with sugary mixed drinks. Meanwhile, your companions may be spending $17 or more for each fancy alcohol-infused cocktail, where the cool-looking block of ice takes up more space in the glass than the liquid itself.
While sober travel may still be viewed as a niche, its enthusiasts are no longer a marginal group. Sober travelers have been voicing their wants and needs for years—and now, everyone from wine brands to resort beverage directors to cruise lines is paying attention.