Study Shows Guided Tours Are the Future of Travel

A custom study by MMGY Travel Intelligence– commissioned by the Globus family of brands – reveals that guided tours have arrived as the future of travel.

The study revealed nearly three-quarters of Gen X (74 percent) and Younger Boomer (71 percent) travelers embrace guided vacations – a powerful shift in how the next generation wants to see and experience the world.

Steve Born, chief marketing officer for the Globus family of brands said in a statement, “At the root of this study is a clear truth: travelers want flexibility and ease. “We believe freedom and ease should always travel together. Our guided tours deliver that balance – with value, peace of mind and the wow moments travelers crave.”

The study identified three factors of what travelers want – and why touring delivers.

Cultural Connections (54 percent). Globus insider access and local guides take guests beyond the must-sees into authentic, immersive stories and traditions. From Bedouin bread baking in Jordan to after-hours poetry readings in England, Globus creates deeper connections travelers couldn’t craft on their own.

Historic, Iconic Landmarks (52 percent). Historic sights remain essential and thanks to VIP access, touring delivers more of these moments without the wait. Thoughtful itineraries maximize time at must-sees while Tour Directors and Local Guides turn these stops into a story.

Escaping Stress (50 percent). Half of travelers cite stress relief as a motivator. With Globus, big trips feel easy: iconic sights, hand-picked hotels, seamless transport and luggage handling are bundled into one effortless, value-packed vacation.

To further explain why guided tours are the future of travel, travelers identified factors that would most likely push them to guided touring for their vacation vs. going on their own. These include:

• A good balance of free time and included activities (60 percent)  
• Access to places otherwise off-limits (50 percent).  
• All logistics handled (50 percent).  
• Well-designed, balanced itinerary (49 percent).  
• Discovering hidden gems and surprises (46 percent).  

Results also showed that small group tours carry wide appeal, with 55 percent of respondents saying it’s the most attractive touring style. Globus’ new Small Group Discovery tours average 15 guests in Europe (18 worldwide). For 2026, the company has unveiled 61 Small Group Discovery tours worldwide.  

“Travelers are realizing that tours aren’t a step back from independence – they’re a leap forward from DIY,” added Born. “With Globus, every trip is upgraded: more stories, less stress and the freedom to enjoy the world instead of sweating the details.”

This article originally appeared in TravelPulse.

Contact My Journey Begins Travel to book your vacation via guided tour.