Over the past few years, we’ve seen a significant change in Americans’ drinking patterns when traveling. A Gallup poll released in late August found that just 54% of Americans drink alcohol at all. That number is the lowest seen since the organization began tracking drinking habits in 1939. This continues a downward trend that matches an increasing recognition of the health dangers associated with alcohol use. Today, it’s 53% of adults who think that drinking at any level is bad for health. This is a huge jump from only 28% in 2018.
The choice to cut alcohol from their lives has changed how people travel. For four years now Robert Minchak, who hasn’t had a drink in four years, been able to change his travel destinations. His travel drink habits have changed completely. “I’ve cut wine out of my life but I do love going to vineyards,” Minchak explains. A big part of it is wellness travelers. His experience is indicative of a larger trend among travelers seeking wellness and experiences that don’t focus on drinking.
A single father and entrepreneur, Peter Shankman is the poster boy for this trend. He has established an early morning routine, beginning his workouts by 5:00 a.m. and returning home by 6:30 a.m. to prepare his daughter for school. Shankman tells the audience that after quitting drinking, he experiences more restful sleep and an overall better quality of life on business trips. “I was tired, cranky… it wasn’t the way to live,” he shares, adding that he feels “more myself, more confident, clearer on what I want with myself and others.”
Travelers such as Minchak and Shankman are preferring options like this over the loud nightlife scene. They’re more and more drawn to food, health, and nature experiences. Jonathan Ayala has reduced his alcohol consumption. In moving so quickly, he often finds that he’s not getting the complete experience of popular travel destinations. Given how pronounced the nightlife culture is in so many destinations, it’s natural to start to wonder what else you’re missing out on. “The main downside is that in some destinations, nightlife is such a big part of the culture that skipping it can feel like missing out,” Ayala admits.
Despite those challenges, Ayala has been able to pivot his travel experiences towards culinary discoveries and wellness-oriented activities. He visits vineyards, breweries, and Michelin-starred restaurants across Europe, North America, and South America without relying on alcohol to enhance enjoyment. He’s really changed how he engages with people in the communities that he visits. Today, he artfully skips around social situations with a heavy drinking culture. “Some are supportive or even curious about trying it themselves, while others are puzzled or assume it means I’m less fun,” he explains.
Ayala has taken ownership of his decision to give up booze. He considers it an investment in enriching his experiences on the road. “I’ve learned to frame it as a choice that actually helps me get more out of the trip, which usually shifts the conversation in a positive way,” he adds.
Travelers don’t just want variety. They’re drinking in new ways. Increasingly, people across age groups view health and wellness as more important than cultural drinking norms. As owners, operators, and entrepreneurs, the appeal of nightlife and drinking has given way to experiences that are more closely connected with food and wellness. This evolving trend indicates that personal choices regarding alcohol consumption can reshape the way people travel and enjoy new destinations.