More than 25,000 past Globus travelers recently shared what matters most in their vacation decisions. Their responses point to a clear direction for Travel Advisors: travelers are looking for structure, choice and expertise – delivered seamlessly.
Here’s how that plays out – and how advisors can respond.
Travelers Want Plans – With Options. Seventy-two percent (72%) of respondents say the ability to choose excursions that match their interests is important. Even more striking, 91% want a well-planned itinerary that still allows customization.
Travelers are not seeking to engineer trips themselves. They want itineraries designed by experts – with meaningful choice layered in. Globus addresses this through multiple touring styles – including Classic, Small Group Discovery and Independent tours – as well as included and optional Choice Excursions that invite guests to tailor experiences on tour.
For Travel Advisors, that creates a practical advantage: a strong base product that can be refined to fit individual preferences without adding complexity.
A couple on a Globus tour (Photo Credit: Globus family of brands)
They Want the Highlights – and Time to Explore. Eighty-seven percent (87%) of respondents want 20-30% of their itinerary open for free time. At the same time, 85% prioritize iconic sites and world wonders. This reflects a preference for balance.
Globus itineraries are intentionally designed with an average of 30% free time built in, inviting travelers to explore at their own pace while still benefiting from curated inclusions and seamless logistics. For Travel Advisors, that balance provides a clear talking point: access and efficiency paired with breathing room to make the trip yours.
Seasonality further reinforces this opportunity. With 75% preferring to travel outside peak summer months, Globus’ robust shoulder- and off-season Escapes help advisors to match demand with availability and value.
Group Size Preferences Are Split – By Design. Nearly half (49%) prefer a standard group at the best available rate, while 25% of travelers are willing to pay up to 20% more for a smaller group experience.
Globus offers both standard departures and Small Group Discovery tours, helping advisors to align product with client expectations rather than forcing trade-offs. That flexibility supports upselling where appropriate – while still serving value-driven clients.
Wine tasting on a Globus tour (Photo Credit: Globus family of brands)
Expertise Remains a Priority. Seventy-four percent (74%) of travelers want an expert with them on vacation.
Globus Tour Directors and Local Guides provide destination context, manage logistics and offer real-time insight – handling all of the operational details of vacation so travelers can be present and focus on the experience. For Travel Advisors, that professional on-trip support translates to confidence: fewer unknowns, smoother journeys and stronger guest satisfaction.
Destination Signals Advisors Can Act On. Europe continues to lead wish lists. The top 5 for Globus travelers are:
- Italy
- Greece
- Scotland
- Ireland
- England
Alaska, too, came back as the leading North America tour destination among U.S. respondents – representing a regional guided tour opportunity for Travel Advisors.
Solo travel is also rising, with 23% planning to travel soloin 2026. Globus Escapes waive the single supplement for solo travelers, helping advisors to proactively serve this growing segment.
The Trade Takeaway. This new traveler data points to a simple conclusion: structure sells – when it leaves room to move.
“Travelers are asking for a balanced form 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, that clarity matters. A well-designed tour eliminates guesswork. Built-in choice eliminates friction. On-the-ground expertise eliminates uncertainty. When those elements are already aligned with a product, Travel Advisors spend less time engineering itineraries and more time building relationships.
In today’s environment, efficiency and personalization are not competing goals. The right touring model delivers both, offering travel that sets clients free to enjoy the world.
See how Globus does touring differently.
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