LAS VEGAS — The Wynn Las Vegas launched its "Drinking Well" program in 2023, offering alcohol-free drinks throughout its resort. The property partnered with mixologist Mariena Mercer Boarini to develop custom alcohol-free drinks that include ingredients such as reishi mushrooms and ashwagandha.

Survey data from UserTesting found that Gen Z travelers are more open to alcohol-free vacations than millennials and Gen X travelers. More than half of Gen Z respondents said they have become more interested in alcohol-free travel in recent years. Nearly two-thirds of Gen Z respondents said saving money would push them toward a low-alcohol trip, and a majority cited both physical health and mental wellness as motivations for choosing such trips.

A separate 2023 Hotels.com survey found that 40% of travelers were likely to book a "detox trip" in the next year, while 74% of Gen Z travelers said they are interested in staying at hotels that offer alcohol-free options. One in four travelers said their top reason for drinking less on a trip was to "stay in control and feel better emotionally and physically."

The Wynn is not alone on the Las Vegas Strip. The Venetian resort promotes mocktail options at its restaurants. Casinos in Las Vegas and beach clubs in Bali are among destinations showing increased sober tourism activity.

According to a 2026 trend report by Priceline, Gen Z is prioritizing more intentional, experience-driven travel.

The shift is also visible at hospitality venues outside Las Vegas. At Nuanu Creative City, guests are increasingly aware of how alcohol impacts sleep and recovery, leading them to drink less frequently and choose drinks more carefully, according to the venue's CEO, Lev Kroll. Non-drinking guests at Nuanu spend about 48 minutes less on-site on average than drinking guests and tend to participate in educational, cultural, and nature-based activities rather than clubbing.

"Guests who avoid alcohol tend to spend more time in multi-generational groups, focusing more on bonding and quality time rather than nightlife or party-oriented activities," said Kroll. Many visitors are opting for layered experiences such as walking through gardens, attending exhibitions, joining workshops, or unwinding at wellness facilities instead of structuring evenings around bars or clubs, he said.

Although guests who drink tend to spend more per visit on high-margin items like bottle service, non-drinking guests are more likely to return if the experience is meaningful, according to Kroll. Many hospitality venues still treat non-alcoholic options as an afterthought instead of designing experiences around slower, more intentional consumption, he said.