New Globus Study Finds 74% of Gen X Prefers Guided Travel

Almost 3 in 4 next-gen travelers are ready to embrace guided travel, according to new research released by the Globus family of brands.

Globus commissioned the custom study by MMGY Travel Intelligence, which specializes in analyzing traveler behavior, market trends, and industry data. MMGY surveyed 5,000 leisure travelers beteen the ages of 50 and 65 years old, asking about perceptions, drivers, barriers and awareness of guided travel. The sample group spanned U.S., the U.K., Canada, Australia, and New Zealand.

The research found that the majority of Gen X and young Boomer travelers want guided travel: 74% of Gen X and 71% of Younger Boomers responded that guided vacations are appealing.

When asked about factors that would make them choose a guided vacation over traveling DIY, approximately half of respondents cited exclusive access to experiences (i.e. after-hours museum visits) and the ease of having all logistics handled. Just under half (46%) also said discovering hidden gems and surprises would push them towards a guided trip.

Even more travelers said an appealing structure would make them choose a guided tour: 60% of respondents cited a good balance of free time and included activities would make them choose a guided vacation over planning their own trip.

“At the root of this study is a clear truth: travelers want flexibility and ease,” said Steve Born, chief marketing officer for the Globus family of brands. “We believe freedom and ease should always travel together.”

Small Group Travel Continues to Dominate

The same Globus study also found that interest in small group travel is still growing.

More than half (55%) of respondents stated that small group tours was the most appealing travel style. This trend is reflected in the industry as a whole; the travel style is increasinlgy popular, offering the same convenience and camraderie of group travel but with a more intimate feel and opportunities to experiene unique accomodations and experiences.

Globus has been moving aggressively in the small group space since 2024. Recently, the tour operator unveiled 61 Small Group Discovery Tours that will be offered in 2026.

When asked what they want from a vacation, respondents cited a desire for cultural connections (54%), historic and iconic landmarks (52%), and escaping stress (50%) as top motivators for travel.

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