What is the story about?
What's Happening?
A study conducted by MMGY Travel Intelligence for the Globus family of brands reveals a growing preference for guided tours among Gen X and Younger Boomer travelers. The research indicates that 74% of Gen X and 71% of Younger Boomers find guided touring holidays appealing. The study highlights that travelers are seeking flexibility, ease, and cultural connections, which guided tours provide. Globus offers tours that include insider access, local guides, and stress-free travel experiences, appealing to those looking for a balance of structured activities and free time.
Why It's Important?
The findings from the Globus study suggest a shift in travel preferences among older generations, who are increasingly valuing the convenience and enriched experiences offered by guided tours. This trend could influence the travel industry to expand and innovate in guided tour offerings, catering to the demand for more personalized and immersive travel experiences. The emphasis on stress-free travel and cultural connections aligns with broader consumer trends towards experiential travel, potentially impacting how travel companies design and market their products.
What's Next?
As the demand for guided tours grows, travel companies like Globus may continue to expand their offerings, particularly in small group tours that provide personalized experiences. The industry might see an increase in partnerships with local guides and cultural institutions to enhance the authenticity of tours. Additionally, there could be a focus on developing tours that cater to specific interests, such as culinary or adventure travel, to attract a wider audience.
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