The travel preferences of Gen Z are transforming as young Canadians increasingly opt for alcohol-free vacations.
As revealed in the recent findings from Flight Centre Travel Group's (FCTG) State of Student and Youth Travel Report, 83% of Gen Z are embracing sober travel, indicating a significant shift from traditional booze-fueled vacations.
The study highlights that the younger generation's travel interests have evolved, with a strong emphasis on cultural exploration, adventure, and self-discovery rather than the party-centric vacations favoured by previous generations.
In fact, only 21% of Gen Z prefer clubbing while vacationing, with 70% prioritizing sightseeing and city activities and 68% emphasizing cultural exploration.
According to the study, several reasons are fueling this shift, including the desire to avoid unsafe situations (66%), preferring to spend money on other experiences (55%), fear of spoiling the next day (53%), and an increased risk of being a victim of crime (45%).
A quarter of respondents (28%) are also concerned about embarrassing social media posts, further contributing to their preference for limiting or abstaining from alcohol while travelling.
Macleans reports that throughout the 2010s, social attitudes toward drinking shifted significantly, and this was influenced by the rise of wellness culture, which included trends like gluten-free diets, CBD products, and meditation apps. A new book genre known as "Quit Lit," primarily authored by Gen X women, emerged to challenge society's fixation on alcohol and the stigma around sobriety. In her Quit Lit book This Naked Mind, Annie Grace highlights this paradox by stating that alcohol is “the only drug on Earth you have to justify not taking.”
The concept of sobriety has shifted, according to Macleans. "Suddenly, there were 'mindful drinkers' (who check in with themselves before ordering), 'sober-curious' folks (who say no most of the time), the 'California sober' (who say no to booze but yes to weed) and 'zebra-stripers' (who alternate between mojitos and faux-jitos in a single night)."
A separate study by FCTG and YouGov underscored the importance of community connection (33%) and meeting like-minded travellers (24%) as top priorities for Gen Z, highlighting their inclination towards meaningful relationships and socially enriching activities during their travels.
Canadian Geographic states, "The low and non-alcoholic sector has exploded into a $13-billion-dollar global industry, recording staggering year-over-year growth, with Canadians among its top international consumers."
According to NielsenIQ, the sober-seeking travel market grew by more than 35% in 2023 and 120% over the past three years.
Chadd Andre, EVP of Flight Centre, said, "Gen Z is transforming travel. This generation's shift towards alcohol-free vacations is not just a trend, but a profound change in how they experience the world. It's not just about where they go, but how they engage with local cultures, prioritize personal well-being, and build meaningful connections along the way."
In response to these evolving travel preferences, Flight Centre said it now offers packages focused on historical sites, museums, and local art scenes, nature experiences such as hiking and kayaking, foodie tours exploring flavours from around the world, safe solo travel destinations that foster self-discovery, and wellness-focused experiences that prioritize well-being.
