'Non-drinkers aren't a minority – travel's attitude towards alcohol must change'

Earlier this year, I saw a LinkedIn post from someone in a different industry which began this way. It sparked something in my brain, thinking about similar attitudes we have in travel.

A recent survey found that more than 10 million adults in the UK don’t drink alcohol on a regular basis. That’s a fifth of the total adult population, more than identify as LGBTQ+ and more than black, Asian, mixed or another ethnic group. Yet, more often than not, the travel industry isn’t inclusive to those who either choose not to drink or are medically not able to.

As a travel agent, it’s quite common for alcohol to be used as an incentive.

Whether it’s earning bottles of beer, cases of wine (and in some cases shaking for champagne) for making bookings; attending events where alcoholic drinks are the only option (although this is getting better), going on fam trips where a default itinerary option always appears to be a visit to a vineyard or brewery, or a culture where excessive drinking within the group is actively encouraged. 

This comes from a generation where it was seen as the cultural norm. With this sometimes taken to extremes, it’s very easy to alienate those in the industry with a different cultural mindset and give a negative perception of a company or person.

However, as it’s “traditional”, it’s an easy default position to fall in to. Although we talk regularly about mental health, alcohol is inevitably linked to that and our physical health.

Should we be encouraging things like alcohol, which can be detrimental to both?

I have my own personal experience of what a drinking culture within an industry can turn into. My mum died of liver failure in 2021, after being diagnosed with liver disease a decade earlier.