The new owners of popular Scottish Hotel “The Stromness” have decided to go alcohol-free. The hotel, situated in Orkney, was taken over by Paymán Investments. The new owners have announced the hotel will be alcohol-free to suit the new wellness identity.
The current “Flattie Bar” of the hotel will be reconfigured to match the new identity of the hotel. The group will also introduce a range of health focused experiences once renovations are complete and the Hotel opens for customers.
While the owners recognize alcohol is profitable, they understand that alcohol causes a huge cost to society. They are committed to saving lives and not just increasing profits.
Selling alcohol is actually extremely profitable. But it is a major negative contributing factor to the physical and mental wellbeing of a large proportion of society,” said Na’ím Anís Paymán, chief executive of Paymán Investments, as per Daily Record.
“If I can save one life, I’d rather take the financial hit.”
Na’ím Anís Paymán, chief executive, Paymán Investments
The hotel will offer a range of flower and herbal-based drinks on the menu, along with massages, hot tubs and vegan and vegetarian eating options.
The group has said that guests attending functions such as weddings in the hotel can bring their own alcohol even though the hotel will not serve alcohol to customers.
Going alcohol-free as successful business model
Even though Paymán Investments is prepared to take the financial hit for the greater good of society, they might see unexpected returns through their alcohol-free choice. Jannah Hotels and Resorts in UAE is an alcohol-free chain of hotels. The CEO of Jannah Hotels and Resorts says their hotels have become popular as family friendly places. They have gained loyal customers through their approach and as result even during the COVID-19 pandemic they did not see as much of a profits hit as other companies did.
Being a dry hotel brand has actually helped us a lot. It’s made us popular with families especially. People immediately saw us as a family-friendly brand, said Richard Haddad, CEO of Jannah Hotels and Resorts, as per Hotelier.
Our guests know our hotels are safe, they know the environment will be family-friendly. We get additional trust and loyalty in return for being dry. That’s why it’s worth it.
When borders closed across the world, we saw we have a great reputation in this market. Our business did not drop that much. Global companies saw a much bigger hit.”
Richard Haddad, CEO, Jannah Hotels and Resorts
Alcohol-free way of life grows in popularity
The alcohol-free way of life is getting increasingly popular across the western world, especially with young people. Various movements, such as the sober curious, Dry January and other alcohol-free months in the United Kingdom, United States, Switzerland and France, mindful sobriety, and NoLo trends are building a worldwide community of people who want to live in alcohol-free environments and who enjoy the benefits of being alcohol-free.
With rising demand for more alcohol-free products and places, sober bars are growing across the world. So are new no- and low-alcohol products. For example in Germany, beer consumption continues to fall but the alcohol-free beer market is growing and in Australia alcohol-free wine and other alcohol-free products are seeing a sales growth.