In previous years youth holiday brands have come under the spotlight for apparently encouraging excessive drinking and loutish behaviour. The media seized on such behaviour in Faliraki and other resorts in 2003 to portray a negative image of holiday companies and how they marketed their products.
Since then Thomas Cook-owned Club 18-30 has tried to position itself as offering a more sport and adventure-focused holiday.
Drinkaware says its research shows that two thirds of 18-24 year olds cite being on holiday as a trigger for drinking to excess. The partnership with Club 18-30 is intended to equip holidaymakers with the tips they need to stay safe when drinking, both at home and abroad.
Drinkaware will provide training around the theme “Why waste your week being wasted?” to Club 18-30 reps.
In addition to the interactive training sessions on facts and advice about staying safe when drinking in the sun, avoiding holiday arguments and protecting personal possessions, Club 18-30 resorts will also display Drinkaware merchandise, posters and banners by hotel pools, in hotel communal areas and on airport transfer coaches across Europe.
A Drinkaware website takeover entitled ’What goes on tour doesn’t always stay on tour’ will also support the campaign and offer pre-departure tips to guests.
Chris Sorek, chief executive of Drinkaware, says: “Challenging the culture of Brits boozing abroad is a difficult task and tackling the preconception that you must drink to have a good time on holiday is the starting point.”