Globus Study Finds Stress Relief the Primary Reason for Vacation

A new study from Globus Family of Brands has found a new status symbol in travel: relief. According to research from MMGY Travel Intelligence, nearly half of all travellers say stress release is their primary motivator to take a vacation.

Among the findings: the DIY vacation is becoming replaced by guided tours and river cruises that remove the stress of self-planning the logistics. Today’s travellers aren’t looking to do less on vacation – they’re interested in worrying less.

“Travellers are exhausted before they even leave home” said Steve Born, chief marketing officer for the Globus family of brands. “What we’re seeing now is a conscious decision to outsource the logistics so guests can stay present, curious and connected once they arrive.”

This shift is particularly pronounced among Gen X and Younger Boomers, who are balancing busy careers, family responsibilities and limited vacation time. According to MMGY, nearly 3 in 4 Gen X travellers (74%) and 71% of Younger Boomers find guided vacations appealing, signaling that tours and river cruises are becoming mainstream preferences.

The research also found that 60% of travellers say a balance of free time and included activities is what tips them toward guided travel (tours and river cruises).

“Travel has reached a tipping point,” said Born. “People don’t want vacations that feel like another project. They want to feel something when they’re there. They want the stress stripped away so they can enjoy the authenticity of the moment, when they’re in the world, discovering new places, new people and the connections that come with extraordinary travel.

When the essentials of your vacation are handled, you feel empowered to wander, linger and say yes to unexpected moments.”