The guided tour isn’t dead yet, according to Globus family of brands, which commissioned a new survey showing that three in four next-gen travellers still embrace the traditional means of travel as it continues to offer balance, value, and smaller group sizes.
“Guided tours shouldn’t be seen as a niche choice – they’re the frontier of travel,” says Globus, which commissioned MMGY Travel Intelligence to sample the opinions of 5,000 international leisure travellers, with result notably revealing that nearly three-quarters of Gen X (74%) and Younger Boomer (71%) travellers find guided vacations appealing – demonstrating “proof of a powerful shift in how the next generation wants to see and experience the world.”
According to the survey, travellers want:
- Cultural Connections (54%)
- Historic, Iconic Landmarks (52%)
- Escaping Stress (50%)
Beyond these motivators, travellers identified the factors that would most likely push them to choose guided touring for their vacation vs. going on their own:
- A good balance of free time and included activities (60%)
- Access to places otherwise off-limits (50%)
- All logistics handled (50%)
- Well-designed, balanced itinerary (49%)
- Discovering hidden gems and surprises (46%)
Small groups, bigger appeal
Finally, the study found that small group tours carry wide appeal, with 55% of respondents saying it’s the most attractive touring style.
With this in mind, for 2026, Globus has unveiled 61 Small Group Discovery tours worldwide, featuring maximum 15 fewer travellers.
“At the root of this study is a clear truth: travellers want flexibility and ease,” says Steve Born, chief marketing officer for the Globus family of brands. “Travellers are realizing that tours aren’t a step back from independence – they’re a leap forward from DIY.”
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