The Globus family of brands is positioning guided tours as a smarter, stress-free alternative to DIY travel with the launch of its new “Two Trips. One Destination.” campaign.
The campaign, which includes streaming television, digital advertising, and a refreshed website, contrasts two couples visiting the same destination: one navigating the challenges of independent travel, the other enjoying the convenience and storytelling of a Globus tour. From skipping taxi lines to accessing museums with ease, the campaign highlights how guided travel can turn a vacation into a seamless, memorable experience.
“Today’s travellers want freedom and ease – and touring delivers both,” said Steve Born, chief marketing officer for the Globus family of brands.
“This campaign shows what research has confirmed: touring is the next level of travel and a leap forward from DIY. It’s smarter, sleeker and designed for travellers who want all the wow, without the what-now.”
The campaign builds on a global study conducted by MMGY Travel Intelligence, commissioned by Globus, which found that nearly three-quarters of Gen X (74%) and younger Boomers (71%) find guided vacations appealing, drawn by the promise of balance, value, cultural connection, and freedom from stress.
Globus says it has expanded its touring offerings to meet these travellers’ needs by introducing Choice Excursions and Small Group Discovery tours, which average just 15 guests and aim to provide personal, flexible, and effortless experiences.
Globus currently offers more than 500 vacations across 80 countries and six continents, covering a range of travel preferences:
- Classic: Fully guided tours blending structure with ease and featuring new Choice Excursions.
- Small Group Discovery: Intimate tours averaging 15 guests, offering flexibility and deeper connections.
- Independent City Stays & Tours: For travelers who want independence with built-in support.
- Undiscovered: Trips to off-the-beaten-path destinations.
- Escapes: Off-season adventures with smaller crowds and lower costs.
- Rail: Tours emphasizing the journey as much as the destination.
“Touring as evolved,” Born added. “We’re not just showing people the world – we’re handing them the keys to it. With VIP access, insider insight and story-filled moments at every turn – not to mention more free time and choices on tour – we’re redefining how extraordinary and easy travel can be.”
Travel advisors can access the Travel Advisor Portal for details.
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