The travel industry is quietly adapting to a growing trend: intentional sobriety. A recent Gallup poll shows that alcohol consumption in the US has fallen to its lowest point since 1939, with just 54% of Americans reporting drinking—down from 64% a decade ago. This shift, accelerated by movements like Dry January, is reshaping how people approach vacations.
The Dry January challenge—which encourages participants to abstain from alcohol for the month—has gained significant traction in the United States after originating in Britain over a decade ago. This isn’t just a health fad; it’s a cultural change that’s already visible in hospitality.
Why this matters: The hospitality industry has always relied on alcohol sales. As drinking habits shift, hotels and resorts are now proactively offering alternatives. This is less about losing revenue and more about staying relevant in a changing market.
Here are six destinations that cater to those seeking a spirited, but alcohol-free, January getaway:
1. Vail, Colorado
Grand Hyatt Vail has already noticed a rise in mocktail orders and inquiries about non-alcoholic options. Vail’s appeal lies in its world-class skiing, après-ski activities (now increasingly sober-friendly), and stunning mountain scenery.
2. Park City, Utah
Another ski destination, Park City, is adapting by offering high-end mocktail menus and wellness-focused events. The town’s historic Main Street provides plenty of distractions beyond bars.
3. Stowe, Vermont
Known for its charming New England atmosphere and outdoor activities, Stowe offers snowshoeing, ice skating, and cozy fireside experiences that don’t require alcohol to enjoy.
4. Banff, Canada
Banff National Park provides breathtaking scenery and outdoor adventures. The town’s growing focus on wellness retreats and spa treatments makes it an ideal spot for a sober escape.
5. Asheville, North Carolina
While Asheville has a craft beer scene, the city also offers a vibrant arts community, hiking trails, and farm-to-table dining experiences that don’t revolve around alcohol.
6. Jackson Hole, Wyoming
Jackson Hole combines luxury with rugged outdoor adventures. The town’s high-end resorts are catering to sober travelers with upscale mocktail options and wellness programs.
The decline in drinking doesn’t mean vacations will be less fun.
