Alcohol-free on the move: How to serve non-drinkers on holiday

There was a time when choosing not to drink on holiday meant guests reluctantly choosing sparkling water, orange juice or yet another sugary soft drink. But now, thankfully, the industry is beginning to catch up with the enormous changes we have seen in alcohol-free drinking over the last decade.

The best operators have realised that alcohol-free drinking is not simply about people who never drink. Travellers increasingly moderate, alternate between alcoholic and alcohol-free drinks, prioritise wellness or simply decide they do not want alcohol that day.

Hotels, particularly at the luxury end, are at the forefront of change, with alcohol-free options fitting naturally with the increased emphasis on healthier menus, spas, fitness and wellbeing. Rosewood London is one hotel that has really embraced the opportunity. Its Mirror Room introduced functional alcohol-free cocktails featuring ingredients including ginseng, ashwagandha and lion’s mane mushrooms alongside alcohol-free drinks from brands such as Everleaf and Lucky Saint.

It has also thought about paring drinks with food. Rosewood’s afternoon tea offers Saicho sparkling tea and Château Sigalas Rabaud alcohol-free wine, giving guests a grown-up alternative alongside an experience where Champagne would traditionally have been served.

However, the average hotel still has some way to go. Guests might book a spa day designed around feeling healthier, only to find the package includes sparkling wine without an equivalent alcohol-free ‘pamper drink’. Or they might sit down to an afternoon tea with the option of a boozy upgrade, but no premium alcohol-free equivalent. When guests enter their room, a bottle of Champagne on ice has been the shorthand for celebration, luxury and VIP treatment for decades, but what is the equivalent for someone who does not drink? That isn’t just an inclusion problem, it is money being left on the table.

Luxury rail travel is also motoring ahead with non-boozy options, with alcohol-free spirit brand Everleaf working with London bar Tayēr + Elementary on premium pre-made cocktails sold on Belmond’s British Pullman. Mainstream UK trains have some way to go in their buffet car menu, although Greater Anglia is a notable exception, with its regional purchasing approach helping put Ghost Ship 0.5% on board.

So, what should hotel and transport operators do?

Five alcohol-free quick wins

Match the occasion, not just the drink. Think about arrival drinks, afternoon tea, sundowners, dinner, the minibar and that bottle waiting in the room. What is the alcohol-free equivalent?

Offer choice, not a consolation prize. One alcohol-free beer hidden at the bottom of a menu is no longer enough. Different occasions need different styles of drink.

Connect alcohol-free with wellness. Functional drinks, kombuchas, sparkling teas and botanical drinks can sit naturally alongside spas, fitness, food and daytime experiences.

Don’t forget events and packages. Weddings, conferences, spa packages, all-inclusive holidays and drinks packages are precisely where people notice when they are getting a compromise.

Make it feel premium. Glassware, garnishes, presentation, menu descriptions and staff recommendations matter. The liquid may not contain alcohol, but the experience shouldn’t count for less.

Travel is ultimately about experiences. The industry obsesses brilliantly over everything, from pillows and playlists to tasting menus and turndown treats, and alcohol-free drinks deserve the same imagination.

Laura Willoughby is the founder of Club Soda