The era of 47 open browser tabs and crowdsourced vacation spreadsheets may be losing its shine. According to Globus’s 2025/26 Wish List Survey of more than 25,000 North American travellers, today’s travellers are recalibrating. After years of do-it-yourself trip planning, they are gravitating towards expertly designed journeys that balance access, flexibility and breathing room – with an expert on-hand to take care of everything.
This shift reflects a broader reset in how travellers define freedom on vacation, says Globus.
- Structure creates confidence: An overwhelming 91% of those surveyed say they want a well-planned itinerary that still allows customization. At the same time, 72% want the ability to choose excursions aligned with their interests. To reflect this, Globus says it has built its touring model around that balance – offering multiple travel styles before departure and layering in Globus Choice Excursions on tour. For modern travellers, confidence and control are no longer opposites – they work together.
- Free time is part of the design: Nearly 97% of travellers want 20-30% of their itinerary reserved as free time. Rather than leaving downtime to chance, Globus says it builds approximately 30% free time into its tours by design – creating space for spontaneous discoveries without sacrificing access to iconic sites and expert storytelling. That rhythm reflects a more intentional style of touring: immersive, efficient and personally adaptable.
- Human expertise is back in demand: Despite the rise of booking platforms and travel apps, 74% of travellers say they want an expert with them on vacation. Globus Tour Directors and Local Guides manage logistics, unlock insider access and provide cultural context in real time. Their presence helps remove the mental load from the travellers.
That value becomes even more relevant as preferences diversify, says the tour operator:
- 25% are willing to pay up to 20% more for smaller group departures.
- 23% plan to travel solo in 2026.
Where they’re Going – and when?
Globus reports that Europe continues to lead wish lists with Italy, Scotland, Ireland, England and Greece leading the pack, and Alaska remains popular.
Seasonality trends are equally telling: 75% prefer to travel outside peak summer months. This trend reinforces the growing appeal of shoulder-season departures.
“Well-designed travel clears space,” says Steve Born, chief marketing officer for the Globus family of brands. “When the foundation is thoughtfully built, travellers have the confidence to explore more deeply and make the journey their own. And as more people seek smarter ways to see the world, guided touring is evolving alongside them. For many, that evolution looks less like a ‘packaged tour’ and more like an upgraded vacation.”
If you enjoyed or found this story useful, we’d appreciate if you would forward it to a colleague or friend who may also enjoy it. If, on the other hand, a friend shared it with you, welcome! You can get all the latest travel news and reviews from Travel Industry by simply clicking HERE.