We’re fast approaching the festive season, and for many, that means reaching for a glass of mulled wine, a celebratory cocktail, or a tipple on the train. But this year feels different.
When it comes to the festive season, the holidays don’t begin when you arrive… they start the moment the journey does. Whether it’s a train ride home to family, a flight to winter sun, or a cruise into the New Year, travellers are looking to celebrate in ways that feel good, taste great, and support their wellbeing.
People want to mark the moment, but what’s growing is the desire for premium mocktails, non-alcoholic alternatives, and elevated hydration options that bring the same sense of occasion without compromise.
A more mindful way to celebrate
This shift is driven by a change in mindset. New research from Harrogate Spring Water reveals that more than two thirds of travellers[1] are likely to choose non-alcoholic options when they travel home for Christmas this year. This is because they want to start their festive celebrations as they mean to go on – in a lighter, more mindful way – and to enjoy a premium experience without the alcohol[2].
Cruises are leading the way in offering variety – with more than two thirds of respondents agreeing companies offer a host of non-alcoholic options[3]. [4] plane and train operators risk falling behind, with half of respondents admitting there are still not enough exciting options available. With consumers increasingly aware of the importance of hydration when travelling, the research signals a clear opportunity for travel providers to rethink their on-board beverage options to support consumers’ comfort and stay ahead of changing demands.
Hydration takes centre stage
83% of travellers are now conscious of their hydration levels when on the move, and 30% say they would choose premium bottled water as part of their journey. More than half of consumers now view premium water as an essential part of the hospitality experience[5], and they expect it to be available throughout their journey – from airport lounges and train trolleys to cruise cabins and ferry cafés.
Water has become the drink of choice for the majority of consumers when away from home[6] and it’s even overtaking traditional soft drinks—58% say they would opt for bottled water instead, rising to 77% among younger travellers.
Meeting the Moment
While the festive season might make these shifts more pronounced, it’s also a long-term evolution too. Our research shows that premium water consumption is set to increase, with one third of consumers expecting to drink more still and sparkling over the next year[7].
For travel operators, this presents a clear opportunity: to meet changing consumer desires with elevated, wellness-focused offerings. Harrogate Spring Water, with its clean taste, mineral-rich composition, and elegant packaging, is perfectly placed to support this, bringing hydration, sophistication, and celebration together in one bottle.
In today’s fast paced world, certain moments deserve to be refined, elevated and enjoyed – especially during the festive period, where the journey matters just as much as the destination. With its unique mineral balance, Harrogate Spring Water is the perfect companion for festive dining and staying hydrated throughout every merry celebration.
We are proud to support the hospitality industry as it adapts to evolving consumer expectations. As the leading out-of-home water brand, rooted in 400 years of spa town heritage, we are bringing enjoyable tip-top hydration to guests whenever they are on the go.
Visit Harrogate Spring Water to find out more about what makes it the perfect partner for today’s wellness-focused lifestyles.
[1] 68%. Consumer research of 3,000 adults aged 18+ commissioned by Harrogate Spring Water research with Censuswide [15.09.25 – 18.05.25]. All statistics provided by this source, unless otherwise stated.
[2] 25%, 25%
[3] 69%
[4] 50% trains, 56% planes
[5] 58%
[6] 61%
[7] 34%, 28% respectively
