Escorted tour operator Globus will soon be capitalizing on the small-group travel trend in a big way — with a brand-new product line that caters to groups of 15 (in Europe) to 18 travelers (outside of Europe), on average.
Called “Small Group Discovery Tours” and announced at this year’s Virtuoso Travel Week, the new lineup of more than 50 global itineraries will be offered beginning next year. Additionally, small-group departure dates will span 11 other Globus travel styles, with a cap of 24 clients on select departures. These tours offer 14 included excursions, on average. The average per diem is $500.
“Globus is known for offering the widest range of touring options in the industry, both styles and destinations,” said Steve Born, chief marketing officer for the Globus Family of Brands. “While our classic tours remain as popular as ever, there’s a growing market for a premium tour experience that small groups can deliver.”
Here, Born shares more about what travelers can expect from the company’s new product line.
/Steve-Born-CMO-of-the-Globus-Family-of-Brands.jpg?tr=w-768%2Ch-432%2Cfo-auto "Steve Born, CMO of the Globus Family of Brands")
Steve Born, CMO of the Globus Family of Brands
Credit: 2024 Globus Family of BrandsWhat inspired Globus to introduce Small Group Discovery tours?
When returning to operations coming out of the COVID-19 pandemic, there was high interest in distancing and creating more space for travelers. This inspired us to offer special small-group departure dates on our Europe and North America tours. These proved to be popular both then and now, motivating us to go bigger into small.
The idea of smaller groups’ appeal dovetails with a drive for travelers to find deeper connections with destinations, cultures and the people they meet along the way. These experiences are more easily created with a smaller traveling group.
These two things came together to form our new line of Small Group Discovery tours, built from the ground up to bring a bigger, more immersive experience to travelers through a smaller group size.
The idea of smaller groups’ appeal dovetails with a drive for travelers to find deeper connections with destinations, cultures and the people they meet along the way.
Escorted touring continues to evolve — what do you think makes small-group travel so appealing?
Small group tours tap into the growing traveler interest in getting to the next layer of their destination, beyond the guidebooks and into the local stories and personalities. While Globus delivers this on all tours, these small-group tours take that idea to the next level, as we’re able to gain access to special activities, excursions and accommodations that are not possible with a full-sized group.
Who is the “ideal client” for this type of touring style?
Our new Small Group Discovery tours are perfect for those who are seeking unique, immersive and authentic touring experiences without having to plan those details on their own. They are both tried-and-true tour customers interested in that “next” experience, as well as those first-timers looking for a behind-the-velvet-rope experience in their destination. In all cases, they are premium touring customers who want to take their tour to the next level with access and experiences that are beyond the ordinary.
They are both tried-and-true tour customers interested in that “next” experience, as well as those first-timers looking for a behind-the-velvet-rope experience in their destination.
What makes the group size — 15 to 18 travelers — a sweet spot?
Rather than starting with a set number, our focus was on what size of group is ideally suited to deliver unique experiences, inclusions and accommodations. We worked backward from that. In Europe, that came to an average of just 15 travelers and a maximum of 18. In non-Europe destinations, it was an average of 18 and a maximum of 24.
We found these to be the magic numbers to enable boutique experiences — from accommodations and exclusive experiences like horse-drawn carriage rides and tastings to foodie tours — in destinations across the globe.
It was mentioned that these tours were designed “from the ground up.” What went into developing these tours?
Many small group tours are just that — tours with fewer travelers. Globus took this idea to the next level by starting with the special experiences that go beyond the ordinary tour offering and then building our tours around those special encounters. The smaller numbers are a byproduct of this more immersive tour design.
Of the 50 Small Group Discovery Tours that were recently unveiled, are there any itineraries you are especially excited about?
Well, that’s like choosing your favorite child, but here goes. “Enchanting Italy” is quintessential Italy in a hands-on package. All five senses are activated on this tour, as you taste, sip, sing and gaze at Italy’s greatest hits, with just the right itinerary combination of epic — with Rome, Florence and Venice — and unique, with stays in Perugia and Pienza. I’d imagine departing on this tour as an unofficial Italian.
Another that has me dreaming is the “Kenya & Tanzania: The Safari Experience” tour. I’ve always wanted to do a safari with my wife and kids, but I know I’ll have one shot at it. And this one delivers in spades with tented camps and wildlife encounters that feels like safari on steroids.
How will the introduction of Small Group Discovery tours impact Globus' existing portfolio?
Globus is dedicated to going small across our entire portfolio. In addition to the 50 new Small Group Discovery tours we’ve just unveiled for 2025, we’re also offering travelers special small-group departure dates on most other Globus tours, limiting the group size to an average of 24 travelers. That means Globus will now have the widest range of tours catering to small groups: nearly 250 tours and 5,000 departures.
What advice would you give advisors who specialize in small-group travel, but haven’t tried Globus yet?
Travel advisors have a big revenue opportunity with Small Group Discoveries. They know their clients best and can match them with a tour beyond the ordinary. They can use that knowledge with their superpower of suggestion to get these itineraries in front of those clients to start the planning and dreaming.
Their clients are looking for ways to get deeper and rely on their advisors to bring those options forward. And when they do, they’ll be rewarded. These premium experiences with Globus lead to premium commissions and happy clients.
