TTFC interview with TTG Luxury
Wednesday 19th March, 2025
What was the inspiration behind The Travelcohol-Free Club?
In my role at Little Emperors, I go to a lot of events in both London and abroad, and it’s surprising how often I walk in and have to go and find myself a non-alcoholic drink. Don’t get me wrong, I love all the events we are all so fortunate to attend, but it’s 2025, and every single event that takes place in every industry in every corner of the planet will have at least one attendee who, for their own reasons, isn’t drinking. Zero and low-alcohol options should be given equal importance and always be readily available.
The hospitality industry ought to be leading the way with this (the clue is in the name), but for some reason it doesn’t seem to be. Many suppliers and hotels are starting to get it right (big thumbs up to Mason Rose and their recent showcase at The Dorchester), but there is still a long way to go. I want to help drive change, whilst having loads of fun in the process!
Could you summarise the club in two sentences?
It’s in its infancy, so currently it’s a small WhatsApp community (anyone can join) made up of mainly non-drinkers, plus a few people who are curious about drinking less or are on an extended run of not drinking. Any gatherings and events will also be fully inclusive; open to absolutely everyone in our industry, as long as they understand that alcohol is off the table, quite literally!
Why do you think an alcohol-free network for travel industry professionals is necessary?
To state the obvious, our industry is one of the booziest. However, more and more people are realising that you don’t need booze to have fun (and be fun yourself) and are therefore reassessing their relationship with alcohol. Furthermore, non-drinking is a key cornerstone of the worldwide health and wellness movement - in general, not just in luxury travel which means these crucial alcohol-free communities and networks will continue to grow and thrive.
Keeping in mind that alcohol is right up there as one of the most destructive inventions in human history, I also want this community to be a welcoming place in which people who are genuinely serious about cutting down or quitting (there are many) can have conversations without feeling judged by their peers and colleagues.
Finally, from a personal point of view, it’s simply nice to spend time with other non-drinkers, and I love that the core of the group - the permanent teetotallers - will always remain small.
From your experience, what are the business benefits of networking without booze?
Clarity of thought, clarity of speech, awareness, concentration, focus, productivity, energy, posture, body language, professionalism, remembering people’s names, remembering anything at all…the list is endless! It goes without saying that these benefits also extend to life in general, not just work.
What types of non-alcoholic brands would you like to support The Travelcohol-Free Club?
I stick mainly to water (I don’t need any extra sugar in my life) but I’ve tried most of the non alcoholic brands just to see what they’re like. French Bloom’s 0.0% rosé is my favourite so far, and I’ve heard great things about Amie’s 0.0% sparkling rosé. I also enjoyed Days’ 0.0% pale ale. Hopefully non-alcoholic brands like these, plus low-alcohol brands like Quarter Proof and healthier soft drink options like Punchy will become household names.
What types of venues would you like to host your events in?
We’ll start small, with some intimate gatherings in restaurants, bars and members clubs, but I would love to get some of the top London hotels involved (maybe even go abroad!) to put on events like the ones we all regularly attend. We are so lucky to be hosted by iconic hotels and venues across the world, and I love being able to meet a load of suppliers whilst catching up with industry friends and colleagues at the same time, so I wouldn’t change the format too much.
All I would do is invite only zero and low-alcohol brands to present and promote their products, gaining exposure not only from UK-based guests but from hoteliers and suppliers from all over the world. I’d also ensure the occasion (whether early morning, lunchtime, afternoon, evening or all day) turns into an actual party of some sort! Maybe I’m being too ambitious, but I’m envisioning Ibiza-style extravaganzas with DJs and live entertainment and traditional London hotel Afternoon Teas that turn into raves! Maybe even invite hotel guests too? Who knows, but it should be interesting.
On that note, this is a genuine shout out to any fun, forward-thinking suppliers and hoteliers reading this: please get in touch and we can discuss doing some epic, trailblazing things!