A luxury travel specialist has set up an alcohol-free networking group, after growing increasingly frustrated with the lack of sober spaces across the industry.
Founded by Little Emperors’ Theo Hitchcock, The Travelcohol-Free Club is a WhatsApp community of primarily non-drinkers or those on an extended sobriety run, as well as people who are curious about reducing their alcohol intake.
Members will be invited to exclusive events in restaurants, bars, private clubs and hotels, where they will have the opportunity to network with both travel suppliers and agents.
But unlike the typical travel networking function, there won’t be a drop of ethanol in sight. Instead, guests will be served non-alcoholic beverages like mocktails (think Nogronis and Virgin Mojitos) and aperitifs like elderflower spritz. There are also plans to showcase impromptu entertainment and delicious cuisine, two of Hitchcock’s passions from four years of working in Ibiza.
While still in its infancy, The Travelcohol-Free Club hopes to redefine the status quo for travel networking events.
Hitchcock, who hasn’t touched alcohol in over five years, says he was inspired to launch the group after noticing a scarcity of options for non-drinkers at industry functions.
“I go to a lot of events in both London and abroad, and it’s surprising how often I have to go and order a drink for myself,” he tells TTG Luxury. “Don’t get me wrong, I absolutely love the events we go to, but it’s 2025, and every single event in every industry in every part of the world will have at least one attendee who, for their own reasons, isn’t drinking.”
Hitchcock is right; while the UK has historically been seen as a nation of heavy drinkers, the data suggest this narrative is changing. In 2022, an NHS survey found that 19% of people over the age of 16 in England do not consume any alcohol at all.
“Zero and low-alcohol options should be given equal importance and always be readily available”
Perhaps more interestingly, it’s estimated that nearly one in five people between the ages of 16 and 24 avoid booze entirely. Gen Z are also drinking an average of 20% less than their Millennial elders, who in turn, have lower alcohol consumption than Gen X.
Whether one is completely abstinent or simply wants to cut back, it’s clear that there’s a market for non-alcoholic drinks at networking events.
“Zero and low-alcohol options should be given equal importance and always be readily available,” says Hitchcock, noting a few of his favourites to be French Bloom’s 0.0% rose and Days’ 0.0% pale ale.
The Travelcohol-Free Club is about more than giving non-drinkers a tasty beverage though. It aims to be an inclusive space for sober people, many of whom can feel isolated at events where alcohol plays a central role.
It’s undeniable that, despite the rise of the alcohol-free movement, there is still a stigma attached to not drinking. One in five Gen Z adults in the UK say they have concealed drinking low and non alcoholic beverages because of social pressures, and 10% of those aged 18 to 34 say they’ve lost a friendship because of the pressure from someone – or the pressure they’ve put on someone – to drink alcohol.
Hitchcock says this negative stereotyping of non-drinkers needs to change – and hospitality should be driving it. “The clue is in the name, we ought to be leading the way, but for some reason, we aren’t doing it.”
He also wants to offer a safe space for anyone who wishes to protect their sobriety but doesn’t want to miss out on travel industry events.
“I know for a fact, that at some of the events we go to, there might be someone who is genuinely trying to quit and is struggling,” he says. “So they either don’t go, because they know they’re going to be triggered, or they go and are triggered.”
The Travelcohol-Free Club also hopes to highlight the “endless” positive effects of doing business without booze.
“Networking sober has so many benefits,” Hitchcock says. “It leads to stronger clarity of thought and speech, improved concentration, and better memory.” All of these benefits translate to a more fulfilling interaction, which likely will make for a more productive networking experience.
“That alcoholic drink is literally just a drink you hold in your hand”
Hitchcock also wants people to realise that ditching alcohol isn’t going to compromise the enjoyment of the event.
“That alcoholic drink is literally just a drink you hold in your hand,” he says. “There is no correlation between what you’re drinking and how much fun you have.” He hopes to prove this point at The Travelcohol-Free Club events, which, despite the lack of booze, will be anything but sober.
“I want to ensure the occasion (whether early morning, lunchtime, afternoon, evening or all day) turns into an actual party of some sort!” he says. “Maybe I’m being too ambitious, but I’m envisioning Ibiza-style extravaganzas with DJs and live entertainment and traditional London hotel Afternoon Teas that turn into raves! Maybe even invite hotel guests too? Who knows, but it should be interesting.”
Now looking to partner with other like-minded brands, Hitchcock is open to all enquiries from “fellow fun, forward-thinking suppliers and hoteliers.”
