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.

Guests were treated to Italian cuisine at the hotel’s Lavo restaurant, served alongside flutes of French Bloom, a premium non-alcoholic sparkling wine.

Hitchcock, who set up the The Travelcohol-Free Club [TTFC] earlier this year, says the gathering is just the first of many events in the pipeline. The group will also hold a ‘Breathwork and Brunch’ at the Amie Wine Studio in Belgravia on 15 May, complete with mocktails and 0.0% rose. 

“We will have bigger events, potential collaborations with cool alcohol-free brands and maybe even some trips abroad further down the line,” Hitchcock told TTG Luxury. “And anyone in the industry can join, it’s a misconception that it’s for non-drinkers only.” 

“Anyone in the industry can join, it’s a misconception that it’s for non-drinkers only” 

The launch of TTFC comes shortly after 80% of agents told TTG they think the industry could be more accommodating to non-drinkers, who now represent a fifth of the UK population. The increasing demand for sober travel has also been highlighted by US agent Alexander Brown, who works with luxury suppliers to create alcohol-free trips for clients. 

Speaking at the lunch, Limelight Escapes advisor Nadine Brady told TTG that it’s time the industry “normalised” not drinking by giving alternatives to alcoholic beverages. 

“We need to feel empowered,” she explained. “There are a lot of people now that don’t want to drink alcohol and we want choices. We don’t want to be sidestepped.” 

“We want choices. We don’t want to be sidestepped.” 

The Travel Sisterhood founder also said she felt a personal connection to Hitchcock’s cause, having quit drinking over two years ago after a “particularly boozy event.” 

“Travel has always been an alcohol-heavy industry and I’ve definitely been carried on that wave, to my detriment,” she explained. “It was quite an easy decision for me to stop though, because I was ready.” 

Travel Four Seasons advisor Merv Bates echoed Brady’s sentiments, having drastically reduced his alcohol consumption in recent years. 

“As I get older, I really don’t want the aftereffects of drinking from events,” he said, before urging the sector to catch up with society’s changing attitudes towards alcohol. 

“I’ve been working in travel since I was 16 and it’s always been boozy, but the industry still thinks mainstream drinking culture is the same as it was in the 80s and 90s.” 

“The industry still thinks mainstream drinking culture is the same as it was in the 80s.” 

Bates added that non-alcoholic drinks should always be served at luxury events, and welcomed suppliers to get creative in their offerings. 

“It’s important for it to be in the same glass [as the alcoholic drinks]”, Bates said. “A really good non-alcoholic old-fashioned would be my dream!” 

The need for sober alternatives was also highlighted by Brady, who said: “I love to be greeted by a fresh fruit juice or a mocktail, like a mix of watermelon and mint. They are still healthy and super enjoyable.”