New 'sober-curious' trips win kudos amongst agents
A Vancouver-area travel agent who’s been promoting alcohol-free travel for years is applauding Contiki for announcing that it’s making “sober-curious” trips available to its youthful clients, clients who have often been seen as being eager to energetically party while seeing the world.
Darci Murray of Personal Travel Management and Hooked on Travel, which offers alcohol-free travel experiences and a range of unique itineraries for sensory heightened travel, says she’s convinced that making such trips available to a younger demographic will indeed be rewarding for Contiki, adding that a growing percentage of the population is turning its back on liquor. Contiki reaches out to those aged 18 to 35.
“If you look at the beverage market, non-alcoholic drinks used to take up very little space on (liquor store) shelves,” Murray told Travel Courier. “Now it’s exploding. People in general want alcohol-free options and this spills into the travel industry as well.”
Murray has built a following by offering tours with such catchy names as Friends in Dry Places and expects other tour operators to follow Contiki’s lead.
“I really hope so,” she said. “Traveling alcohol-free should be as simple as being gluten-free or vegan. We should be able to tick a preference box and the preference be considered normal.”
Contiki’s new itineraries include six departures across Britain and Ireland that can now be booked for August travel. The move follows its 2024 Voice of a Generation Survey, which saw 83% of respondents aged 18-35 say they’d be interested in a completely sober travel experience.
Contiki, which states that it “built its name on communal fun and social spontaneity,” says the new travel style “proves that travellers don’t need booze to bring the buzz.
“Travellers will enjoy events at Edinburgh Fringe with genuine late-night connections; immersive cultural experiences and illuminating conversations. Experiencing Contiki with a clear head, travellers will explore the best of Britain and Ireland, from the grand gothic drama of Edinburgh to the jaw-dropping coastlines of Galway.”
“The data doesn’t lie. Young travellers are not only drinking less in general but are also increasingly curious as to what a completely sober travel experience would look like,” said Contiki CEO, Adam Armstrong. “Of course, our travellers can still enjoy an Aperol in Rome or some Beaujolais wine at the Contiki Château if they want to, but these sober curious trips are part of a suite of cultural experiences we offer that prioritize the buzz of travel over anything else.”
The sober-curious departures are a twist on Contiki’s bestselling Great Britain & Ireland trips:
- Great Britain & Ireland (18 days)
- England & Scotland (11 days)
- Scotland & Ireland (13 days)
- England in a Week (6 days)
- Scotland in a Week (6 days)
- Ireland in a Week (8 days)
Itinerary highlights include the British Baking Experience in Birmingham (England): Master classic British treats in a hands-on baking class led by local experts; Magic & Comedy Show in Bristol (England): an “equal mix of gasps and laughs at this magic comedy show”; Farm-to-Fork Dinner in Manchester (England): a sustainably sourced “farm-to-fork” feast showcasing fresh seasonal produce; Evening Walking Tour in Dublin: a guided twilight stroll discovering historic streets, folklore, and lively pubs; Glenshane County Farm Experience (Northern Ireland): Experiencing sustainable farming; Yoga Experience & Lunch in a Barn in County Wexford (Ireland): Reconnecting with mind and body during a soothing yoga session in a rustic barn, followed by a wholesome local lunch; Hike to Arthur’s Seat in Edinburgh (Scotland): Trekking to the summit of Arthur’s Seat for panoramic views of Edinburgh and its surrounding landscape; Haggis Experience, Glasgow (Scotland): Learning about the tradition behind Scotland’s national dish and why it’s important culturally (with options for the veggies and vegans); and Catch a Show at the Edinburgh Fringe Festival (Scotland): Immersing in the creative buzz of the world’s largest arts festival, where every corner of Edinburgh hosts eclectic performances.
Murray said she’s confident that the new trips will quickly attract those people who don’t care for alcohol. “It’s like any other group of like-minded people,” she said. “When you have a group of runners they tend to have their own conversation going about apparel, technology, routes etc. People that don’t drink have their own conversation. They get up earlier, they want to do more, they source out mocktails and embrace full sensory experiences. The alcohol-free traveler wants to fit more in a day and will likely be frustrated with itineraries that dedicate a larger portion of time to drinking activities.”
Meanwhile, the new trips have also drawn praise from veteran Toronto Uniglobe Enterprise Travel agent Ethel Hansen Davey.
“I think that this is an amazing initiative!” she said. “It seems that the new generation is making all the right moves! Perhaps the view to drinking the all-inclusive resorts dry will slowly decrease! Good for them!”
