Skip to main content

Alcohol-free club to 'normalise' sober events as 80% of agents demand change

Luxury
Emma Dooney
7 May 2025

The Travelcohol-Free Club held its first gathering in London last week after an overwhelmingly positive response to its initial launch, and after a TTG poll revealed there was broad support for a fresh conversation around industry attitudes towards drinking.

The Travelcohol-free Club

The Travelcohol-free Club hosted its first event in London last week

The Travelcohol-Free Club has officially launched – and everyone is welcome. 

 

Founded by Little Emperors’ Theo Hitchcock, the group aims to provide a safe space for travel professionals to network without booze. It also hopes to spotlight the demand for non-alcoholic beverages, thus encouraging suppliers to expand their dry drinks offerings. 

 

Hosted in partnership with the Lumirani Collection, its first event took place at The BoTree in Marylebone, London on 1 May, and was attended by a number of luxury agents.