Sober travel

Travelling while choosing not to drink alcohol, whether you are permanently sober or just exploring the sober-curious lifestyle. The market has shifted fast: NielsenIQ reports premium non-alcoholic drink sales rose 32 percent in 2024 within upscale hotels. Properties like The Ned Doha, The Carlyle in New York and several Six Senses now run structured sober menus (signature kombuchas, zero-proof cocktails crafted by trained mixologists, food pairings with no-alcohol pairings). Some offer alcohol-free suites where the minibar contains only kombucha, sparkling tea and adaptogenic drinks. Younger travellers drive the trend, with one in three Gen Z guests now flagging it on booking.