Travel has long enjoyed a cosy relationship with alcohol; the sector is small, friendly and sociable, gathering regularly at fams, conferences and awards ceremonies. It’s a stressful calling too, with a “work hard, play hard” tradition.

But are attitudes changing?

When asked whether travel should reassess its relationship with alcohol, 57% of the nearly 100 respondents to a snap TTG poll agreed it was time for a rethink. Just over a third (37%) said they disagreed, while 6% said they were unsure.

How the industry addresses this perceived “dependence” on alcohol is becoming an increasingly important talking point as travel continues to rebuild from Covid and seek new talent.

Writing for TTG, Ashley Quint, director of Berkhamsted agency TravelTime World, urged travel to re-assess its attitudes, from both a health and inclusivity perspective following a generational shift in drinking habits.

“We need to make people feel like travel is somewhere they want to call home,” said Quint. “Our culture must be respectful and follow changing societal attitudes. I’m not suggesting you shouldn’t drink, just to remember what the impact is on others.”

Basia Kolosinska, managing director of C&M Travel Recruitment, told TTG she believed there was still “a taboo” around alcohol in travel after facing “some raised eyebrows” when she gave up drinking five years ago.

Kolosinska called on business chiefs to make their staff, especially more junior team members, feel comfortable and empowered when deciding not to drink. “It needs to come from the top and that will help create a more open and supportive culture,” she said.

Peer pressure

Lindsay Garvey-Jones, Holiday Extras’ national retail manager, said there remained “a stigma towards non-drinkers” with people facing expectation and pressure to drink at events “to fit in with the crowd”.

Garvey-Jones, who quit drinking last summer, highlighted the “super-drink culture” facing suppliers during busy conference schedules.

“It can be one long alcohol season from September to December, with much damage done to brain and body,” she said. “It would be amazing to change the narrative on those who wish to stay sober, but it may take time.”

Brian Young, G Adventures’ managing director EMEA, told TTG he believed the industry’s outlook on alcohol was “a pretty old-school approach”, and “not in touch” with the modern workforce.

Giles Hawke, chief executive of Cosmos and Avalon Waterways, said that while he didn’t think the sector had a problem, there needed to be more alternatives for non-drinkers – “not just water”.

“Alcohol features at most events and has done since I joined the industry 30 years ago,” he said. “I’ve never felt pressured when I’m not drinking and it does feel like attitudes are changing, as they are more generally in society towards drinking less.

“It does surprise me seeing people drinking at daytime events [but] it’s all down to personal choice.”

Young described how G had moved away from hosting team gatherings at pubs in favour of activity orientated get-togethers such as crazy golf, and how it had renamed its weekly catch-up from “beer o’clock” to “cheer o’clock”.

Boosting inclusivity

“There’s a lot that needs to be done at events, particularly awards ceremonies where non-alcoholic drink options are clearly an afterthought,” said Young, suggesting a non-alcoholic bar would help boost inclusivity.

“I’ve often found the choice [of non-alcoholic drinks] poor. As an industry, we need to reduce the stigma around not drinking.” 

Lee Hunt, managing director of Woodbridge-based agency Deben Travel, said he believed non-drinkers in travel “should not feel pressure” and called on businesses to offer support structures to help those struggling with drinking.

However, Hunt said the scrutiny should not be allowed to detract from others’ enjoyment of industry events where they choose to drink.

"We need to be open and honest about this issue… [but] our travel events are legendary – we don’t want a future of dry events.”