As mocktails explode in trendy bars across the country, the dry January movement gains more momentum each year and the variety of zero proof spirits and beers are on the rise, the travel industry is also stepping up its game to cater to this segment.

Virgin Voyages is just one cruise line that’s rolled out non alcoholic pairing menus and companies like Hyatt Hotels Corporation have introduced zero proof beverage options across multiple hotel brands.

Seeing untapped potential in the Canadian market, Darci Murray and April Angeli have launched a new wholesale venture called HOOKED – Alcohol Free Travel Adventure, which travel agents can book.

Murray, the Director of Marketing and Growth Strategy with BC-based Personal Travel Management and Angeli, a certified Alcohol-Free Lifestyle Coach, are launching the venture with an inaugural trip that follows in the footsteps of Zac Efron and Darin Olien in the popular Netflix show Down to Earth.

“Our Iceland itinerary follows in their footsteps, cold water plunges, hot stone massages, 5-star dining are healthy habits that provide a full sensory expedition. We like to say our trips are both an internal and external adventure,” Murray, who has been a non-drinker for several years, tells Travel Courier. “The more we discussed it with the sober community we realized we were really onto something. There is a definite need for sober travel with the sober movement that is taking place. People are not drinking for health purposes like never before.”

With a second itinerary planned for Canmore, Alta., trips focus on healthy habits and self-development, and are loaded with activities.

“I truly believe that people want more from the travel experience. Building quality memories and experiencing adventure on a whole new level. The days of the booze soaked, hangover filled vacations are shifting, especially in my demographic,” adds Angeli. “According to The New York Times, the nonalcoholic beverage market is going to be worth an estimated $1.6 trillion by 2026. And millennials play a big part in the demand. For example, Forbes reported that millennial consumers make up the largest segment, 42%, of no- and low-alcohol beer drinkers in America, helping drive explosive growth that is expected to reach $16.65 billion by the end of this year.”