Vacations are all about indulgence: poolside cocktails, late nights out, and a general suspension of rules and routines. And while the appeal of a weekend getaway or an international trip isn’t always tied to drinking and debauchery, for a growing share of travelers, it’s increasingly defined by opting out of it.
Enter sober tourism; part of a larger trend toward wellness-based travel, with more and more tourists trading in vacation hangovers for saunas, mindfulness, and experience-driven itineraries.
Attitudes toward sober travel are shifting, and Gen Z is leading the change. They’re drinking less than previous generations, disrupting both bars and alcohol brands catering to younger clientele. They’re also more open to taking an alcohol-free vacation than both millennials and Gen Xers, and the least likely to dismiss the idea outright, according to survey data from UserTesting.
More than half of Gen Z respondents said they’ve become more interested in alcohol-free travel in recent years. For many, the motivation is as practical as it is philosophical: Nearly two-thirds said saving money would push them toward a low-alcohol trip, alongside majorities citing physical health and mental wellness — all at higher rates than millennial and Gen X travelers.
Ashleigh Ewald, a 23-year-old from Georgia, told Business Insider that she prioritized staying sober while on a recent Caribbean cruise with her boyfriend. During the trip, she said she stuck to mocktails — which cost about as much as an alcoholic drink — and spent time relaxing in the pool and exploring the ship.
Ewald said most of her peers don’t plan trips centered on drinking because they want memorable experiences that add value to their lives, whether that’s wellness, exploring new cultures, bonding with new friends, or “just being present.”
“Skipping drinking on vacation isn’t about missing out,” Ewald said. “Gen Z is constantly labeled as lazy by older generations, and there are a lot of us actively trying to push back against that by being disciplined and future-focused. For people like me, we’re thinking about the kinds of careers not only for financial security but also for success and the families we want to build one day. Choosing sober travel is part of that mindset of self-improvement and the desire to live better. It is also about staying in control, not losing momentum, and making decisions that support the bigger picture of the life we’re trying to create.”
Hotels and resorts are taking note
Melanie Fish, a travel expert and spokesperson at Expedia Group, said there’s been a steady increase in sober tourism over the past few years, especially with younger travelers. A 2023 Hotels.com survey identified “dry tripping” as an emerging trend, with 40% of travelers saying they were likely to book a “detox trip” in the next year.
The survey found 74% of Gen Z travelers said they are interested in staying at hotels that offer alcohol-free options, and one in four travelers said their top reason for drinking less on a trip was to “stay in control and feel better emotionally and physically,” Fish said.
That shift aligns with the current mood — Priceline’s 2026 trend report indicated that Gen Z is prioritizing more intentional, experience-driven travel — and is playing out across very different travel scenes, from the casinos of Las Vegas to the beach clubs of Bali.
The Wynn Las Vegas launched a “Drinking Well” program in 2023, offering alcohol-free drinks throughout its resort as part of its broader wellness offerings. The resort partnered with mixologist Mariena Mercer Boarini to develop custom drinks that incorporate ingredients beloved by the wellness crowd, like reishi mushrooms and ashwagandha. The Venetian also promotes mocktail options offered at the restaurants throughout the resort.
In Bali, a destination long associated with both nightlife and spirituality, the evolution of drinking habits is particularly evident.
Lev Kroll, CEO of Nuanu Creative City, said the island has long been shaped by competing dynamics: a strong non-drinking culture rooted in health, spirituality, and Indonesia’s majority-Muslim population, alongside its global reputation as a party destination.
“What we see now among our guests are three key trends,” Kroll said, pointing to the influence of wellness, culture, and technology. Among international visitors in particular, there is “a growing sober or low-alcohol lifestyle driven by health and wellness awareness.”
Wearable health technology is also playing a role, as vacationers bring their Oura rings and Apple watches with them to track both their activity levels and rest. Guests are increasingly aware of how alcohol impacts sleep and recovery, Kroll said, leading them to drink “less frequently, more consciously, and choose drinks more carefully.”
The result isn’t necessarily abstinence, but moderation: “We believe moderation will define the future of alcohol consumption, as lifestyles become more health-focused and increasingly data-driven,” Kroll said.
A different kind of vacation experience
At Nuanu, guests who drink less behave differently from traditional leisure travelers. Kroll said non-drinking guests spend slightly less time on-site — about 48 minutes less on average — and gravitate toward educational, cultural, and nature-based activities rather than high-energy experiences like clubbing.
Group dynamics are shifting, too.
“Guests who avoid alcohol tend to spend more time in multi-generational groups, focusing more on bonding and quality time rather than nightlife or party-oriented activities,” he said.
Instead of structuring evenings around bars or clubs, many visitors are opting for layered experiences: walking through gardens, attending exhibitions, joining workshops, or unwinding at wellness facilities.
“It is still a proper night out, just not one defined by alcohol,” Kroll said.
That shift has financial implications: Guests who drink tend to spend more per visit, especially on high-margin items like bottle service. However, Kroll said sober guests often deliver more long-term value.
“In simple terms, guests who drink may spend more per visit, but guests who don’t drink are more likely to return if the experience is meaningful,” he said.
This dynamic is pushing hospitality operators to rethink their offerings. Many venues, Kroll said, still treat non-alcoholic options as an afterthought, rather than designing experiences around slower, more intentional consumption.
As Gen Z’s travel habits shift, that means the core value proposition for destinations and hotels is changing, too. Partying may still be part of the trip, but it’s no longer the focus.
Or as Kroll put it, “The experience itself becomes the main attraction.”
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