Drinkaware teams with Club 18-30

The UK’s most recognised alcohol awareness charity, Drinkaware, has teamed up with the leading youth holiday operator, Club 18-30, to promote responsible holiday drinking during the 2010 summer season.  With 88% of Club 18-30 holiday guests under 24* and Drinkaware research showing that two thirds of 18-24 year olds cite being on holiday as a trigger for drinking to excess,** this season-long partnership aims to equip holidaymakers with the tips they need to stay safe when drinking, both at home and abroad. 

Drinkaware will provide intensive training around the theme, ‘Why waste your week being wasted?’ to 160 reps who will look after the tens of thousands of guests who are expected to jet off to 12 Club 18-30 European resorts between May and August.  A Drinkaware survey of Club 18-30 reps found that during previous seasons nearly all respondents had dealt with a guest injuring themselves or vomiting.***  More than two thirds (68%) of reps were concerned about guests drinking too much and a third (33%) spent more than 50% of their time dealing with alcohol-related issues.***

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 CEO 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.  When you’ve worked hard for your week-long summer holiday it can be easy to let your hair down and forget the risks associated with drinking to excess. 

“It’s important we remind people that holiday drinking can result in more than just a hangover.  Excessive drinking can put people at increased risk of sunburn, dehydration, committing or being the victim of a crime, compromised personal safety and injury.

“A criminal record, an STI or a broken bone aren’t the type of souvenirs anyone wants to take home from their holiday.   Combining Club 18-30’s knowledge of the youth travel sector with Drinkaware’s responsible drinking messages will help begin changing the cultural acceptability of drunkenness and help young British adults make responsible choices about their drinking both when home or abroad.”

Ian Kaye, general manager, UK Events and Overseas says: "Club 18-30's partnership with Drinkaware is all about taking the responsible approach and making sure our guests have the right advice available to them when they go abroad. We want our guests to enjoy themselves but it's important that they know their limits, and the useful tips put forward by Drinkaware will go a long way towards a safe and enjoyable summer season."    

*           Thomas Cook, 2009, Club 18-30, [slideshow], data collected from CSQ during Summer 2009.
**          Figures from Iris Concise Hazardous Drinkers research conducted November 2009.  
***        Drinkaware surveyed a sample of 80 Club 18-30 reps aged 18-30 on 29th April 2010 in Skegness following the Drinkaware training session which formed part of the Club 18-30 rep training scheme.  The survey was hand-completed.

About Drinkaware

Drinkaware (www.drinkaware.co.uk) provides consumers with information to make informed decisions about the effects of alcohol on their lives and lifestyles. Our public education programmes, grants, expert information, and resources help create awareness and effect positive change. An independent charity established in 2007, Drinkaware works with the medical profession, the alcohol industry, government and independent members to achieve its goals.

Drinkaware advises men to stay within the recommended guidelines of 3-4 units of alcohol per day (equivalent of a pint and a half of lager) and women to stay within 2-3 units per day (equivalent of a 175ml glass of wine).

About Club 18-30

Club 18-30 is the UK’s leading youth holiday operator. Established in 1965, it is one of the longest running brands in the tour operating industry.

Providing affordable holidays that are tailored to suit young peoples’ needs, Club 18-30 operates programmes to Ibiza, Majorca, Gran Canaria, Corfu, Zante, Crete, Rhodes, Kos, Cyprus, Turkey and Bulgaria. World class entertainment is provided in conjunction with promoters such as Ministry of Sound, Judgement Sundays and Hed Kandi. Events include Silent Disco, Boat Party, Neon Nights and School Disco.

Club 18-30 also operates in the Republic of Ireland offering programmes to Ibiza, Majorca, Gran Canaria, Corfu, Zante, Crete, Cyprus and Turkey, direct from Dublin Airport. Flights to Majorca are also available direct from Cork and Shannon airports.

Club 18-30 is part of Thomas Cook Group plc (www.thomascookgroup.com).

1 May 2010 - Felicity Murray