Hotels and travelers heeded surgeon general’s alcohol cancer warning

Travelers may talk of their vacation as a time to rest and restore, while others may take the opportunity to indulge in entertainment.

And more people seem to be taking Tripps that are alcohol-free, transforming the way hotels cater to guests.

At the Pasea Hotel & Spa in Huntington Beach, California, staff have seen a 25% year-over-year increase in soft drink sales.

“As we see an increasing focus on healthier lifestyle choices from travelers, the surgeon general’s latest warning highlights the evolution awaiting the hospitality industry,” PASA regional general manager Paul Maddison told Fox News Digital.

Maddison added, “We believe the industry as a whole will continue to innovate in ways that prioritize health and high-quality experiences.”

Earlier this month, US Surgeon General Dr. Dr. Vivek Murthy released a new advisory linking alcohol to seven different types of cancer.

“Alcohol is a well-established, preventable cause of cancer responsible for approximately 100,000 cancer cases and 20,000 cancer deaths annually in the United States,” Murthy said in the advisory.

He added that most Americans are unaware of this risk.

Alain Negueloua, vice president and general manager at Bardessono Hotel & Spa in Napa Valley, California, told Fox News Digital that there has been a positive response to the hotel’s alcohol-free concierge service.

“This shift reflects a larger industry trend where hotels are holistic legal experiences that cater to the individual needs of each guest. We believe this change will not only improvise the guest experience, but also encourage a more holistic approach balanced, conscious to travel in general,” Negueloua said.

More than 220 million Americans over the age of 12 have reported drinking alcohol at some point in their lives, with 16.4% reporting heavy drinking, according to the 2023 National Survey on Drug Use and Health (NSDUH).

For adults aged 18 and older, 23%, or 60.4 million, reported that they were drinking, according to the NSDUH.

Sober travel, also known as “dry tripping,” was one of the hottest vacation trends of 2024, according to Hotels.com, with more than 40% of travelers saying they’re likely to book a trip detox in the next year.

An NSDUH spokesperson told Fox News Digital that reviews mentioning Mocktails were up 50% year-over-year, “with word of mouth running for creative non-alcoholic creations at Top Hotels Worldwide.”

Bobbie Peppers, general manager of Memphian in Memphis, Tennessee, told Fox News Digital that there has been a growing interest in more conscious drinking options.

“The Surgeon General’s recent guidance highlights the value of providing creative non-alcoholic alternatives. To meet this interest, we’ve introduced a thoughtfully curated menu and events as a non-alcoholic, three-course dining experience to adapt to changing guest preferences while promoting balance and health,” said Peppers.