What's Happening?
A recent study conducted by MMGY Travel Intelligence, commissioned by the Globus family of brands, reveals a significant shift in travel preferences among Gen X and Younger Boomer travelers. The study surveyed 5,000 international leisure travelers and found that nearly three-quarters of Gen X (74%) and Younger Boomer (71%) travelers are increasingly attracted to guided touring holidays. This trend indicates a growing desire for flexibility and ease in travel experiences. Globus offers guided tours that combine iconic sights, hand-picked hotels, seamless transport, and luggage handling into a stress-free, value-packed holiday. The study highlights key motivators for choosing guided tours, such as cultural connections, historic landmarks, and stress relief. Additionally, travelers appreciate the balance of free time and included activities, access to exclusive locations, and the handling of logistics, which guided tours provide.
Why It's Important?
The shift towards guided tours among Gen X and Younger Boomers reflects broader changes in travel preferences, emphasizing convenience and enriched experiences. This trend could significantly impact the travel industry, as companies may need to adapt their offerings to meet the demand for structured yet flexible travel options. Businesses that provide guided tours stand to benefit from increased interest, potentially leading to growth in this sector. The appeal of guided tours lies in their ability to offer unique experiences and ease of travel, which could attract more travelers seeking stress-free vacations. As more travelers opt for guided tours, traditional travel methods may see a decline, prompting industry stakeholders to innovate and enhance their services.
What's Next?
The Globus family of brands is expanding its offerings to cater to the growing demand for guided tours. For 2026, the company has unveiled 61 Small Group Discovery tours worldwide, designed for more personalized and flexible travel experiences. These tours average 15 guests in Europe and 18 worldwide, allowing for authentic encounters and access to exclusive locations. As the trend towards guided tours continues, other travel companies may follow suit, introducing similar offerings to capture the interest of Gen X and Younger Boomer travelers. The industry may also see increased collaboration with local guides and communities to provide immersive cultural experiences.
Beyond the Headlines
The increasing popularity of guided tours may have deeper implications for the travel industry, including shifts in marketing strategies and partnerships. Companies might focus on promoting the unique benefits of guided tours, such as insider access and stress-free logistics, to attract more travelers. Additionally, the trend could lead to a reevaluation of travel independence, as guided tours offer a balance between structured itineraries and personal freedom. This shift may also influence cultural perceptions of travel, as more people seek meaningful connections and authentic experiences during their journeys.
