A custom study by MMGY Travel Intelligence– commissioned by
the Globus
family of brands – reveals that guided tours have arrived as the future of
travel.
The study revealed nearly three-quarters of Gen X (74
percent) and Younger Boomer (71 percent) travelers embrace guided vacations – a
powerful shift in how the next generation wants to see and experience the
world.
Steve Born, chief marketing officer for the Globus family of
brands said in a statement, “At the root of this study is a clear truth:
travelers want flexibility and ease. “We believe freedom and ease should always
travel together. Our guided
tours deliver that balance – with value, peace of mind and the wow moments
travelers crave.”
The study identified three factors of what travelers want – and
why touring delivers.
Cultural Connections (54 percent). Globus insider
access and local guides take guests beyond the must-sees into authentic,
immersive stories and traditions. From Bedouin bread baking in Jordan to
after-hours poetry readings in England, Globus creates deeper connections
travelers couldn’t craft on their own.
Historic, Iconic Landmarks (52 percent). Historic
sights remain essential and thanks to VIP access, touring delivers more of
these moments without the wait. Thoughtful itineraries maximize time at
must-sees while Tour Directors and Local Guides turn these stops into a story.
Escaping Stress (50 percent). Half of travelers cite
stress relief as a motivator. With Globus, big trips feel easy: iconic sights,
hand-picked hotels, seamless transport and luggage handling are bundled into
one effortless, value-packed vacation.
Travelers also identified factors that would most likely
push them to guided touring for their vacation vs. going on their own. These
include:
- A good balance of free time and included
activities (60 percent)
- Access to places otherwise off-limits (50
percent).
- All logistics handled (50 percent).
- Well-designed, balanced itinerary (49 percent).
- Discovering hidden gems and surprises (46
percent).
Results also showed that small group tours carry wide
appeal, with 55 percent of respondents saying it’s the most attractive touring
style. Globus’ new Small Group Discovery tours average 15 guests in Europe (18
worldwide). For 2026, the company has unveiled 61 Small Group Discovery tours
worldwide.
“Travelers are realizing that tours aren’t a step back from
independence – they’re a leap forward from DIY,” added Born. “With Globus,
every trip is upgraded: more stories, less stress and the freedom to enjoy the
world instead of sweating the details.”
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