Beyond the Vacation Cocktail: How the Dry Tripping Trend Redefine Destinations and Visitor Experiences

A tropical cocktail with toes in the sand.

A glass of wine paired with a sunset.

Champagne in first class while waiting to depart.

A celebratory shot after conquering the ski slope.

The vacation cocktail has been considered essential to the travel experience. Heck, Jimmy Buffet created a billion-dollar empire on the idea.

Airport lounges filled with tired travelers nursing drinks, resort poolsides dotted with colorful concoctions and wine-heavy restaurant menus defined hospitality for decades. But a refreshing change is sweeping through the travel landscape as we look ahead to 2025.

What is Dry Tripping?

Enter “dry tripping,” a growing movement of alcohol-free vacations that’s transforming how people experience destinations around the world.

Dry tripping is a deliberate choice to travel without consuming alcohol, creating space for more authentic, present and wellness-focused experiences. It’s not about restriction but about enhancement. Travelers are discovering that skipping the drinks leads to earlier mornings filled with adventure, deeper cultural connections, clearer memories and no time lost to hangovers.

This shift is particularly appealing to younger generations who are reconsidering alcohol’s role in their lives overall and seeking more mindful ways to explore new places.

As recently highlighted in Forbes, this wellness travel trend is quickly becoming one of the most significant travel and tourism marketing trends for 2025, with lifestyle experts like Hilary Sheinbaum leading the charge.

The Numbers Behind Dry Tripping

The data clearly establishes dry tripping as a dominant travel and tourism marketing trend for 2025:

Direct Travel Intention Stats:

• 75% of 21-34-year-olds who drink alcohol plan to take a vacation in the next 90 days, with 63% planning at least one alcohol-free vacation and 32% planning multiple dry trips (CivicScience)
• 41% of all travelers are likely to book a detox trip in the next year (Expedia Group)
• 49% of travelers and up to 66% of 25-34-year-olds are specifically interested in staying at hotels with easily accessible alcohol-free beverage options (Expedia Group)

Forward-Looking Consumer Behavior:

• 39% of Gen Z plan to adopt a completely dry lifestyle throughout 2025, a significant increase from 19% who didn’t drink any alcohol in 2024 (NCSolutions)
• Reviews mentioning “mocktails” have increased by 50% year over year
• A dry vacation could save travelers at least $150 per person (FinanceBuzz)

This convergence of travel intentions, accommodation preferences and changing consumption habits creates a perfect opportunity for destinations to capitalize on the dry tripping trend in 2025.

Why Travelers Are Going Dry

The appeal goes beyond health considerations. As Hilary Sheinbaum, author of “The Dry Challenge” and leading voice in the sober-curious movement explains in Forbes, “Dry travel can be an amazing experience clear of hangovers, nausea and spins induced by booze. Not to mention there are fewer bad decisions and regrettable actions and you can save money too. Imbibing is expensive!”

Through her consulting company GoingDry.co, Sheinbaum has been partnering with hotels, airlines and even airport lounges to develop sophisticated non-alcoholic menus that provide the same sense of indulgence and occasion that travelers previously found only in alcoholic options.

The movement represents more than just abstaining from alcohol. It’s about reimagining the entire travel experience through a lens of clarity, wellness and intention. From sunrise yoga sessions to evening stargazing tours, dry trippers are expanding the hours of their vacation days and deepening their connection to the destinations they visit.

That financial angle? It’s significant, too. Finance Buzz found an average person could spend around $160 on cocktails in a week’s vacation. Inflation, taxes, exchange rate shifts and tariffs complicate the costs of a cold one that much more.

How Destinations Can Respond

Forward-thinking hospitality brands are already capitalizing on this shift. The Fairmont Kea Lani in Maui developed an extensive zero-proof menu at its Pilina bar. Four Seasons properties from Jackson Hole to Santa Fe have introduced premium non-alcoholic wines and craft mocktails to their offerings.

Even the journey is changing, with Alaska Airlines enhancing its non-alcoholic selections and Chase Sapphire Lounges creating sophisticated alcohol-free experiences.

But what about destinations themselves? Here’s what DMOs should consider as they plan their 2025 travel and tourism marketing strategies:

• Inclusivity as a Competitive Advantage With 49% of all travelers and 66% of 25-34-year-olds seeking alcohol-free options, destinations that embrace this preference gain a measurable edge. Creating environments where non-drinkers feel valued transforms inclusivity into a strategic differentiator that drives positive reviews, recommendations and repeat visits.
• Broader Economic Impact Travelers skipping alcohol will redirect money towards experiences, accommodations and local retail. This disperses tourism spending across more businesses throughout a destination, creating economic resilience and supporting a wider range of local entrepreneurs.
• Expanded Revenue Windows Dry travelers engage with a destination across more hours of the day, starting earlier and ending later without alcohol’s limitations. This extended activity cycle creates natural opportunities for sunrise experiences, midday attractions and evening programming that can effectively double daily revenue potential.
• Multi-Generational Appeal As family travel continues to drive tourism, dry-friendly destinations attract lucrative multi-generational travelers. This positioning appeals to groups with diverse preferences, religious requirements and health considerations, creating inclusive experiences that satisfy everyone from Gen Z to Baby Boomers traveling together.

Toast to Tomorrow: Why Dry Travel is a Competitive Edge

The data is clear: 65% of Gen Z plans to drink less in 2025, adult drinking rates continue to decline and 86% of young travelers prioritize mental wellness when making travel decisions.

Destinations that embrace dry tripping now will secure market share and build lasting loyalty with tomorrow’s travelers.

Ready to lead rather than follow? Noble Studios delivers the strategic expertise destinations need to capture this emerging market. Our integrated approach combines brand strategy, distinctive positioning, targeted paid media and actionable research to help you transform dry tripping from a trend into your competitive advantage. Contact us today.