EF Ultimate Break, which describes itself as “the Gen Z leader in guided, experiential travel,” now offers nine sober group tours. The brand specializes in the 18-35 market. After introducing Sober Spring Break tours earlier this year, demand was so overwhelming that it added tours to Thailand, Bali, Croatia, Greece, and New Year’s in London.
This travel brand is part of EF World Journeys, which comprises three distinct parts: Go Ahead Tours, targeting adults aged 35 and above, EF Adventures, designed for adventure travelers, and Ultimate Break. I interviewed Heather Leisman, president of EF Ultimate Break, about this exciting development in sober travel. Our interview is edited for space and clarity.
Teresa: Why did EF Ultimate Break start offering sober tours?
Heather: EF overall, but especially Ultimate Break, is very much a business powered by Gen Z. So many of our employees fall within the age group of our travelers. It started when I realized that we were having happy hours at all these events, and they weren’t as appealing to our audience. And then, in talking with the team, we started to notice that travelers on tour were less interested in the drinking aspect. Like, we used to have a welcome mixer with loads of alcohol and many more cocktails. And they weren’t partaking in it. What we realized during our regular tours is that people were drinking less, not across the board. But they didn’t value the inclusion of alcohol as much. It began with us scaling back the inclusion of alcohol as a value-added feature in our regular tours.
We then received a lot of feedback from our travelers, who said they would love to take these tours with other like-minded people. In my day, most social activities were geared around drinking. And that’s changed today.
So, we were looking for ways to lean in for this audience. We began by launching our three spring break tours. However, we received such a tremendous response to those tours that we expanded our portfolio. Today, we offer a total of nine different itineraries tailored for sober and sober-curious travelers.
Teresa: How do you choose destinations for sober tours?
Heather: There were three things that we looked at. First, we reviewed our feedback. Where were we hearing this from people, and where were we seeing it? Second, we tried to focus on trips, places, or events where we’d listen to our travelers’ hesitations or questions, such as inquiries about whether they’d fit in if they weren’t drinking. Examples of that might include Greece, Thailand, Croatia, or, in a different vein, New Year’s Eve. We have some New Year’s Eve tours that are designated as sober. Because agai,n that’s a time that tends to be associated with drinking and toasting.
And then the third bucket is that we leaned into destinations where alcohol isn’t part of the culture, so if you think about Egypt or Bali, places where, culturally, there’s less drinking. Or in Bali, everything revolves around wellness and health. So it was leaning into the local culture in those areas.
The itineraries themselves focus on wellness. We selected beautiful places that offered a variety of activities. Places where there were things that you want to do in the morning that are going to be much better if you have a clear mind and you’re not dragging yourself out of bed. So there’s Costa Rica, where you’re kayaking, hot springs, waterfalls, ziplining through the cloud forest, all of these amazing adventure-type activities. There’s Thailand, where you’re visiting temples that are centuries old, you’re going to elephant sanctuaries, you’re taste testing your way through all the food stalls and markets, and getting massages.
Teresa: Who guides your sober trips?
Heather: One of the most impactful parts of the experience is that you’re going with a tour director. A local expert is on hand to ensure your trip goes very smoothly. So we looked at choosing tour directors who were sober curious or sober themselves. They understand where the travelers are coming from. But because they’re locals and they’re in that area, they are armed with an unbelievable knowledge of free time activities and suggestions, recommendations of things to do at night, all things that aren’t necessarily going to center around drinking.
Teresa: Can you tell us a little more about EF Ultimate Break’s philosophy?
Heather: The key for me is that while we are creating these sober-curious trips, the most important thing is that the core of our trips remains the same. We’re adding the fact that we’re building these trips, which are highly immersive in terms of cultural elements. They’re building connection and community and are centered on wellness. Those are three things that carry through on all of our tours. And [the sober aspect] becomes sort of a cherry on top. It’s less about coming up with a whole new concept or new idea, and more about refining it for a specific audience.
And I think that’s something we’re looking to do more and more, and coming up with tours that are geared toward solo female travelers, looking at tours that are for specific affinity groups or different traveler types. We’re doing a lot more of that because we find that when you’re in a new country and experiencing something new, sometimes you’d rather be with people who share your commonality.
Teresa: Will EF offer sober tours for those of us over 35?
[Now we have a special cameo by Brian Hoyt, EF World Journeys’ VP of communications and industry relations. Brian works with Go Ahead Tours and EF Adventures, the brands that include travelers over 35.]
Brian: All three of our tour operator brands are focused on core differentiators: wellness and community building. Sober plays into wellness. From a sober standpoint, I think it’s safe to say the other brands are looking at EF Ultimate Break and the success of those tours. When something ends up doing well, the different brands often look to see if that something they should develop within their portfolio as well. You could say that Ultimate Break is leading the way.
Teresa: Could you tell us about one of your favorite sober trip destinations?
Heather: My number one favorite is probably the Egypt itinerary. Obviously, you’re seeing the pyramids, but you’re also doing a little bit of a Nile cruise; there are alternative cultural beverages there, like the karkade tea [a bright red drink made from hibiscus flowers] that gives you this connection to being in the country. Egypt is a destination that has been trending. It has been slower in the last year and a half for pretty obvious reasons. However, we’re starting to see demand for it return. I’m very excited to see that destination continue to come back, grow, and return to its former glory.
Okay, sign me up! As soon as you have sober trips for the over-35 set.
SOBER RETREATS: with Senior Travel Sober Curator Contributor Teresa Bergen is your go-to space for alcohol-free travel tips, insider guides, and honest reviews from a sober perspective. Teresa blends her passions—animals, wildlife conservation, sustainability, geography, culture, outdoor adventure, and yoga—into enriching travel stories that inspire mindful exploration. From kayaking and hiking to visiting historic cemeteries and sacred spaces, she uncovers the beauty where history, art, and spirituality meet.
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