THE TOURING RESET

What 25,000 Travellers Want Now and How to Deliver It

More than 25,000 past Globus travellers recently shared what influences their vacation decisions most. Their responses point to a clear direction for Travel Advisors: travellers want structure, choice and expertise delivered in a seamless way.

Here’s how those preferences show up and how advisors can respond.

Travellers Want Plans with Flexibility

Seventy‑two percent (72%) of respondents say that choosing excursions that match their interests is important. Even more notably, 91% want a well‑planned itinerary that still allows for personal customization.

Travellers are not looking to design complicated trips on their own. They want itineraries created by experts with meaningful options added in. Globus supports this through several touring styles such as Classic, Small Group Discovery and Independent tours. Guests can also choose from included and optional Choice Excursions that allow them to tailor their trip.

For Travel Advisors, this creates a strong product foundation that can be adjusted to match individual preferences without unnecessary complexity.

They Want Iconic Highlights and Room to Explore

Eighty‑seven percent (87%) of travellers prefer itineraries that leave 20–30% of the schedule open for free time. At the same time, 85% still prioritize world wonders and iconic sites. This shows a clear desire for balance.

Globus itineraries are intentionally designed with an average of 30% free time so travellers can explore at their own pace while still enjoying curated inclusions and smooth logistics. For advisors, this balance offers a strong message: travellers get access and efficiency along with the space to make the journey their own.

Seasonality also presents an opportunity. With 75% of travellers preferring to avoid peak summer, Globus’ shoulder‑season and off‑season Escapes help advisors match demand with value.

Preferences for Group Size Vary

Nearly half (49%) of travellers prefer standard group sizes that offer the best overall rate. Another 25% are willing to pay up to 20% more for a smaller group experience.

Globus offers both traditional departures and Small Group Discovery itineraries. This helps advisors align product options with client expectations instead of forcing compromises. It also allows for upselling when appropriate while still serving value‑oriented clients.

Expertise Is Still a Priority

Seventy‑four percent (74%) of travellers want an expert with them throughout their vacation.

Globus Tour Directors and Local Guides provide destination insight, handle logistics and offer support throughout the trip. This lets travellers stay focused on the experience. For advisors, this level of on‑trip expertise means fewer unknowns, smoother journeys and stronger guest satisfaction.

Destination Signals Travel Advisors Can Use

Europe remains the leading choice for travellers. The top five destinations are:

• Italy
• Greece
• Scotland
• Ireland
• England

Alaska also ranked as the top North American tour destination among U.S. respondents, showing continued interest in regional guided travel.

Solo travel is rising as well. Twenty‑three percent (23%) of respondents plan to travel solo in 2026. Globus Escapes waive the single supplement, giving advisors a way to serve this growing market.

The Takeaway

This new traveller data leads to a simple insight: structure is valuable when it still allows room for personal choice.

“Travelers are asking for a smarter kind of touring,” said Camile Olivere, chief sales officer for the Globus family of brands. “They want the highlights handled, the logistics managed and the flexibility to shape moments along the way.”

For Travel Advisors, this clarity is important. A well‑designed tour reduces guesswork. Built‑in options reduce friction. On‑the‑ground expertise reduces uncertainty. With these elements already built into the product, advisors can spend less time assembling itineraries and more time building relationships.

Efficiency and personalization no longer compete with each other. The right touring model provides both and gives travellers the freedom to simply enjoy the world.

See How Globus Does Touring Differently

2026-03-25 16:18:45

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