The recent trend among Generation Z travellers is shifting towards sobriety, marking a noticeable departure from the party-centric vacation lifestyle of previous years. Young travellers are increasingly opting out of alcohol consumption and instead focusing on experiences centered around culture, adventure, and wellness. This shift prompts the question of whether this is a passing trend or the start of a significant change in travel preferences.
Isabella McDermott, a 23-year-old from Sydney, is among those who have transitioned from selecting holiday destinations based on their party scenes to seeking travel experiences devoid of alcohol. After previously embracing alcohol-heavy party atmospheres in places like Central America and Indonesia, she has now redirected her focus towards cultural immersion and adventure during her vacations. She attributes this change to a growing desire to move away from the drinking culture that once shaped her travel experiences.
Dr Amy Pennay, Deputy Director of the Centre for Alcohol Policy Research at La Trobe University, has observed notable shifts in the drinking patterns of young people over the past decade. According to her, the decrease in alcohol consumption among Generation Z can be attributed to various factors, including increased parental supervision, a focus on health and wellness, and growing concerns about mental health.
The trend of abstaining from alcohol while on holiday is not exclusive to Australia. A study conducted by Student Universe, a discount flight and travel business, revealed that 84% of Australian Gen Z individuals would consider a holiday without drinking. The primary deterrents cited were safety, financial considerations, and the desire to avoid the negative effects of alcohol consumption on the travel experience.
In response to the evolving preferences of Gen Z travellers, companies catering to this demographic have expanded their offerings to include alcohol-free trips with a strong focus on wellness, sustainability, and cultural experiences. For example, Contiki has incorporated activities such as hikes, safaris, food tours, and cultural experiences into their tours, with over 80% of the “make travel matter experiences” being focused on sustainability.
Furthermore, boutique tour providers like Aweventurer have reimagined the group tour experience by emphasizing meaningful and intellectual discussions in destinations such as Morocco, Egypt, and Turkey. The goal is to foster connections among participants through shared experiences that do not revolve around drinking. Additionally, the appeal of travel experiences led by well-known figures in social media and the arts has attracted young, predominantly female travellers.
For young travellers like Emma Dower and Lauren Frater, the transition to alcohol-free travel experiences has been driven by a desire to engage with like-minded individuals and form meaningful connections while exploring new destinations. The high cost of alcohol and its impact on both the travel budget and overall well-being have also contributed to the decision to embrace sober travel.
While the shift towards alcohol-free travel is gaining momentum, there are still those who value the social aspects of drinking while on vacation. Bella Robben, a 20-year-old American traveller, acknowledges the prevalence of the drinking culture within the backpacking community but highlights the emotional, mental, and financial toll that it can take. Factors such as the cultural attitude towards alcohol and the cost of drinking in different destinations play a crucial role in influencing the decision to consume alcohol while travelling.
The transformation in travel priorities among Gen Z represents a significant departure from the traditionally accepted notion of holidaying, indicating a growing preference for meaningful experiences over hedonistic pursuits. As the younger generation continues to redefine the travel landscape, the emergence of alcohol-free backpacking signals a refreshing evolution in travel preferences that places a higher emphasis on cultural immersion, personal wellness, and meaningful connections.