For years, many travelers have believed that FIT is the only path to independence, immersion and value. But new research from MMGY Travel Intelligence—commissioned by the Globus family of brands—shows that guided touring not only meets those needs, it exceeds them in ways FIT often cannot.
A Market Shift Advisors Can’t Ignore
In a large-scale study of 5,000 leisure travelers ages 50–65, the findings were clear:
• 74% of Gen X and 71% of Younger Boomers say guided vacations appeal to them.
• 60% cite the right mix of free time and included activities as the deciding factor.
• 55% say small group tours are the most attractive way to travel.
These numbers tell a powerful story: touring isn’t niche—it’s surging. And for travel advisors, it presents a high‑value opportunity.
A couple being greeted at the airport (Photo Credit: Globus family of brands)
Why Touring Outperforms FIT
The study highlighted several core motivators that give guided tours a competitive edge:
• Balance (60%) – The top trigger. Travelers aren’t looking for rigid schedules or unstructured chaos—they want curated flexibility. Globus has spent nearly a century designing itineraries that blend iconic sights with personal downtime. Many tours now include Choice Excursions, offering even deeper customization.
• Access (50%) – Exclusive entries, private experiences and behind‑the‑scenes moments that FIT travelers rarely secure.
• Ease (50%) – Touring removes friction. FIT requires planning, troubleshooting and navigating logistics—tours handle every detail.
• Hidden Gems (46%) – Beyond headline sights, travelers want authentic surprises. Guided tours deliver them with intention.
A couple with a local guide (Photo Credit: Globus family of brands)
Touring Styles Driving Demand
Small Group Discovery (55% appeal)
Averaging just 15 guests in Europe (18 worldwide), these itineraries offer the personalization and access travelers crave. With 61 Small Group Discovery itineraries for 2026, Globus is expanding to meet growing demand.
Classic Tours — Now with Choice Excursions
Globus’ flagship touring style continues to resonate, blending value and variety with guaranteed departures. With Choice Excursions incorporated into 80% of tours, travelers enjoy more autonomy—without the stress of planning.
Independent City Stays & Touring
Perfect for clients who still want to “go their own way,” but with the structure and support missing from FIT. Advisors retain the booking while offering clients a more seamless experience.
The Bottom Line
The study confirms a clear trend: guided touring now sits at the center of what modern travelers want most. With a robust lineup spanning Classic Tours, Small Group Discovery and Independent options, Globus gives advisors the tools to meet that demand—and confidently guide clients away from FIT’s limitations.
Touring is the future. And for Advisors, it’s the smartest path to delivering more value, stronger loyalty and higher profitability.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
