Dry January may only last 31 days, but the rise of sober travel is proving to be a year-round phenomenon. Across the travel industry, nonalcoholic options are no longer an afterthought—they’re becoming central to the experience. Whether it’s a guest savoring a zero-proof wine at a luxury hotel, a traveler exploring alcohol-free cocktails in an airport lounge, or an app helping people locate NA-friendly hotspots on the go, the sober movement is reshaping how we think about hospitality and travel.
This shift is part of a larger cultural trend. More people are choosing to cut back on alcohol or skip it altogether, whether for health, mindfulness, or personal reasons. And the industry is taking notice. High-end hotels, resorts, and airlines are rolling out sophisticated nonalcoholic beverages that rival their alcoholic counterparts in flavor, presentation, and innovation. With an eye toward inclusivity, these brands are ensuring that everyone—whether they drink or not—feels catered to.
As 2025 approaches, the sober travel landscape is only expanding. From hotel menus curated with zero-proof wines to new apps making it easier to find alcohol-free options, the opportunities for mindful sipping have never been more exciting. Here’s what to look forward to as the travel space continues to embrace this growing movement.
Four Seasons Leads the Charge
Luxury and inclusivity meet at Four Seasons properties, where nonalcoholic beverages are becoming a mainstay. At Four Seasons Jackson Hole, the menu now features Giesen 0% white wines, a premium offering from New Zealand. Guests can also sample nonalcoholic cocktail flights that rival their spirited counterparts in flavor and sophistication. Meanwhile, at Four Seasons Santa Fe, the introduction of Seraphim Social Beverages—two nonalcoholic red wines—brings a similar level of elegance to the Southwest.
Hilary Sheinbaum, author of “GOING DRY: A Workbook” and a consultant on these menus, notes, “These additions are about making sure everyone feels included, no matter what they choose to drink.”
JW Marriott’s Sober Paradise in Florida
The JW Marriott Marco Island Beach Resort is setting a high standard in Florida with a wide range of nonalcoholic options. Across the resort, guests can sip on imaginative, zero-proof creations that cater to all palates. At Tesoro, the property’s adults-only venue, standout drinks like the Gulf Sunrise and Gulf Sunset provide a sophisticated, alcohol-free way to toast the evening.
The resort’s commitment to inclusivity ensures that even abstainers can indulge in the full vacation experience. With a robust and ever-evolving menu, JW Marriott Marco Island is one to watch in 2025.
Nonalcoholic Cheers in Airline Lounges
Flying sober is more stylish than ever, thanks to upgrades in airline lounges. Delta Sky Clubs will continue to serve NA beer and zero-proof canned cocktails, providing travelers with refreshing alternatives before boarding. Over at Chase Lounges, the expansion is on: Phoenix and San Diego recently joined the lineup of locations (including LaGuardia and Boston) offering curated nonalcoholic options. New Chase lounges in Philadelphia, Las Vegas, and Los Angeles are slated to debut in 2025, all with NA beverages on the menu.
And it’s not just the lounges. Airlines themselves are increasingly featuring nonalcoholic beers and wines on board, making it easier to enjoy a sober sip at 35,000 feet.
Apps Helping Travelers Find NA Gems
For travelers seeking nonalcoholic options on the go, apps like BetterWithout are indispensable. This platform connects users to bars and restaurants offering robust NA menus, whether they’re exploring a new city or rediscovering their hometown. Meanwhile, apps like Reframe help individuals reduce alcohol consumption, a tool that’s gaining traction for travel and everyday life.
“People are more conscious of their drinking habits, and these apps are helping make sober travel seamless,” Sheinbaum explains.
Global NA Innovations
The sober movement isn’t confined to domestic travel—it’s going international. Italy’s Mionetto Aperitivo, a sparkling nonalcoholic aperitif, is now available in the U.S., bringing a touch of la dolce vita to zero-proof sipping. Meanwhile, Giesen 0% wines will expand into Canada in 2025, giving North American travelers more access to these celebrated New Zealand offerings.
As the trend grows globally, Sheinbaum’s book “GOING DRY: A Workbook” is making its French debut in January 2025, signaling a shift in how sober living is embraced worldwide.
The Future of Sober Travel
The rise of nonalcoholic options across the travel industry is a testament to changing consumer preferences. Whether savoring a zero-proof wine in Jackson Hole, toasting with a mocktail at Tesoro, or discovering a new NA favorite at the airport, travelers in 2025 have more ways than ever to celebrate without the buzz.
With her finger on the pulse of this movement, Sheinbaum sums it up best: “Sober travel is no longer a niche—it’s a lifestyle, and the industry is finally catching up.”
As we head into a new year, expect sober travel to become an option and a cornerstone of thoughtful hospitality. Cheers to that!
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