Exploring the trend of cutting out alcohol and why youngsters are sober curious when it comes to travel. Plus, why leaving itineraries to the experts is obvious and how being the best GTO could see you winning £2,500 towards a familiarisation holiday.
Drop the booze, stay curious
I hate failure. It’s one of the reasons I never do Dry January. Frankly, I need a drink in January more than any other month. But I know a few people who kick the booze into touch and some do so for even longer. I have one friend who had his last drink on Christmas Eve and doesn’t plan to have another until the same day this year. Many of his chums are struggling to come to terms with it.
Why are some so obsessed with what others drink? Maybe we think they’ll be dull on the sparkling water. Maybe they will be. Youngsters are far more likely to embrace an alcohol-free existence and good luck to them (they’re probably on the Class A’s anyway). Contiki is a tour operator that specialises in what they call the ‘complete travel experience’ for 18 to 35-year-olds. In fact, they’ve been around since 1962 so even I would have qualified at some point (I won’t tell you when).
Back then I’d wager that they didn’t think they would launch a tour for the ‘sober curious’, but it’s 2025 and here we are. After a recent Contiki survey revealed that 83% of travellers aged 18 to 35 would consider booking a fully alcohol-free travel experience, they crafted six itineraries across Britain and Ireland that have been curated with sober travel in mind. Lasting between six and 18 days, the tour operator says they will offer the same ‘Contiki fun without the booze’.
Out go whisky tastings, distillery tours and pub stops, and in come magic shows, evening walking tours and food experiences. “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 Adam Armstrong, Contiki CEO.
Fair play, Adam and to all those souls booking these new experiences. Choice is good and alcohol can be dangerous. I often long to be young again, but I’ve never been so pleased not to be a part of Gen Z and will gladly stick to my Burgundy in France, Gavi di Gavi in Italy and ice-cold beer everywhere else. Am I ‘sober curious’? No, not really but good luck to anyone who is. Cheers!
Winning £2,500 for being a great GTO? Sounds easy enough to me
I don’t like to blow my own trumpet, but I’m a pretty tremendous travel organiser. So when I saw that the prize money for the GTO of the Year Award® had increased to £2,500 I took notice. Maybe it could be my year. But because I jot down my musings each issue for this fine magazine I’m not allowed.
The editor said it’s a “conflict of interest” so I guess I’ll never know. But recognising group organisers is a wonderful thing and you have to be in it to win it. My fellow GTOs… what are you waiting for? Enter this year’s award and if this little nudge results in you up on that stage in June holding the trophy, you can send me a thank you card. Or allow me to join you on your winning holiday if you really want!
Go to groupleisureandtravel.com/gtooftheyear to find out more.
Itinerary planning? Don’t overplay how clever tech can be
I recently saw a demo of artificial intelligence (AI) creating an itinerary for a variety of different tour group demographics.
As I thought, us mere humans aren’t in trouble just yet unless you want to travel several hours each day, possibly through the night - every night.
It would probably suggest a bar crawl for a family trip and took no account of sleep, age appropriateness, and other essentials like going for a toilet stop. I’m mildly obsessed with AI and it was quite good fun, but it reminded me of the people who have driven off a cliff by religiously following Google Maps.
Give yourself more credit; technology can be amazing but it has flaws, just like us. Don’t think it has all the answers – only I do.
The views expressed in this column are not necessarily the views of the publisher.
