Recover Hospitality
Recovering Authentic Hospitality: the key to the alcohol-free market
Idea in Travel and Tourism
Introduction
Recover Hospitality is the bridge between hospitality and the alcohol-free market. We help hotels and restaurants create supportive, profitable environments for the 100 million Americans who live alcohol-free, while improving employee wellbeing, reducing substance-related workplace challenges, and strengthening non-alcoholic beverage sales.
Problem
The hospitality industry is facing a major shift: more than 100 million American adults now live alcohol-free, yet they lack clear ways to identify hotels and restaurants that feel fun, safe, inclusive, and welcoming. At the same time, hospitality employees experience the highest rate of substance use disorder of any U.S. industry, leading to turnover, accidents, absenteeism, and rising labor costs. Operators also report steep declines in alcohol sales, but lack strategies to engage the fast-growing alcohol-free market or train staff to sell non-alcoholic options effectively. As a result, hospitality businesses are missing out on a massive revenue opportunity while struggling with workforce instability, and alcohol-free consumers and employees are left without environments that support their wellbeing.
Opportunity
Recover Hospitality is the expert in sober-friendly hospitality and the bridge between operators and the fast-growing alcohol-free market. We provide the first clear definition and certification of what makes a hotel or restaurant truly sober-friendly. Our proprietary certification and staff training program help venues meet evidence-based standards that support both alcohol-free guests and employees.
We complement this with wellness-focused employee initiatives, non-alcoholic beverage strategy, and workplace systems consulting, leading to increased guest reservations, higher NA beverage sales, and reduced labor costs. By setting the standard, validating it with measurable outcomes, and connecting certified venues to the alcohol-free community, Recover Hospitality enables operators to unlock new revenue, strengthen workplace wellbeing, and deliver authentic, inclusive hospitality.