More travellers are choosing mindful ways to travel, and alcohol-free trips are becoming more common. As attitudes towards health and wellbeing shift, sober curious travel is moving from a niche choice into the mainstream.
In 2024, more than 40 per cent of travellers said they were likely to book a detox or wellness-focused holiday. As interest in mindful living grows, many people now choose trips that limit or avoid alcohol. Hotels and tour providers are responding by offering more zero-proof drinks and alcohol-free options for guests.
Private Tours England has observed a clear change in how travellers plan their trips. Many are moving away from itineraries centred on drinking and nightlife and choosing experiences that support wellbeing and balance while exploring the UK.
What sober curious means
Being sober curious does not mean giving up alcohol completely. It describes a more thoughtful approach to drinking, where people decide when and whether to drink, or choose not to at all. When travelling, this often leads to a focus on wellbeing, presence and connection rather than late nights and bars. It encourages itineraries built around culture, nature and rest.
Why travellers choose sober trips
Many travellers say they feel more alert and engaged when they avoid alcohol, which helps them enjoy each part of their trip. Alcohol-free travel can also support deeper cultural engagement, allowing visitors to focus on museums, landmarks, guided tours and local traditions.
Sober travel often fits well with wellness activities such as yoga, meditation and spa visits. It can also make planning easier, as travellers avoid late nights and feel more rested during the day. Some people report stronger connections with travel companions and locals when social time centres on shared experiences rather than drinking. For others, sober travel helps them maintain personal health goals while away from home.
“Sober curious travel is opening up new ways to experience the UK. Travellers are seeking journeys that nourish both body and mind, discovering the calm of scenic landscapes, the restorative power of wellness activities, and the richness of alcohol-free social experiences. It’s about being fully present and connecting with the essence of a place.
Hotels and restaurants are responding with thoughtful zero-proof options, while curated tours focus on mindfulness, culture, and personal enrichment. Guests can explore historic streets, quiet countryside paths, and local traditions without distractions, allowing for deeper observation and a more meaningful sense of connection to the places they visit
The sober curious movement encourages travellers to slow down, notice the small details, and embrace new rituals. Yoga at sunrise, guided cultural walks, and mindful tasting experiences turn a holiday into an immersive journey. These trips leave visitors refreshed, centred, and inspired, offering a lasting sense of wellbeing that continues long after the journey ends,” says Stacey Hamilton, Travel Expert at Private Tours England.
