Guided tours are seeing increased appeal among travelers of various ages, according to new research commissioned by the Globus Family of Brands. The study, conducted by MMGY Travel Intelligence and surveying 5,000 international leisure travelers, found that 74% of Gen X and 71% of younger boomer travelers find guided vacations appealing.
"At the root of this study is a clear truth: Travelers want flexibility and ease," said Steve Born, chief marketing officer for the Globus Family of Brands. "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 research identified several key motivators driving travelers to consider guided tours. Fifty-four percent of respondents cited experiencing new cultures as a priority, while 52% value visiting historic and iconic landmarks. Stress relief emerged as another significant factor, with 50% of travelers identifying escape from daily pressures as a travel motivator.
The study also examined specific factors that would influence travelers to choose guided tours over independent travel. Sixty percent of respondents indicated that a balance between free time and included activities would make them more likely to select a guided vacation. Half of those surveyed said access to otherwise restricted locations would be a deciding factor, while an equal percentage cited having all logistics handled as important. Forty-nine percent value a well-designed itinerary, and 46% are drawn to discovering hidden destinations and experiences.
Small-group tours showed particular appeal, with 55% of respondents identifying this format as the most attractive touring style. Globus has responded to this preference by expanding its Small Group Discovery offerings, with tours averaging 15 guests in Europe and 18 worldwide.
"Travelers are realizing that tours aren't a step back from independence — they're a leap forward from DIY," Born said. "With Globus, every trip is upgraded: more stories, less stress and the freedom to enjoy the world instead of sweating the details."
Editor’s Note: This article was generated by AI, based on a
press release distributed by Globus Family of Brands. It has been fact-checked and reviewed by a
TravelAge West editor.
