Globus Says Today’s Travellers Are Redefining What Luxury Really Means

New research shows that travellers are craving experiences that foster deeper connection and discovery. In fact, the top macro drivers of travel today include experiencing new cultures (54%), visiting historical and iconic landmarks (52%) and escaping everyday stress (50%), underscoring a desire to get somewhere – and to truly be there.

The Globus family of brands is using the MMGY Travel Intelligence findings to place a spotlight on what it calls “the ultimate indulgence: being fully present, immersed in culture, connected to place and free from the distractions that pull attention away from the moment.” The company is also emphasizing the importance of travel advisors in helping travellers achieve that presence.

Presence Over Planning. After years of DIY vacations – piecing together accommodations, transportation and daily agendas – many travellers are finding that the effort required to plan a trip follows them into the experience itself. Time meant for discovery is often spent with heads-down on phones, navigating logistics or debating what to do next. 

For Travel Advisors, Globus says this shift presents a clear opportunity: travellers don’t just want great destinations – they want someone they trust to remove the friction that pulls them out of the moment. 

MMGY’s research highlights a growing preference for travel experiences that offer a balance of free time and included activities (60%). Globus says that’s good news for its touring product as it is a travel style that invites travellers to relax into their surroundings without sacrificing individuality and choice. It’s a shift that reflects a deeper truth: presence is hard to achieve when you’re constantly managing details. For advisors, that balance has become one of the most compelling reasons clients say “yes” to touring. 

Why Touring Is Resonating Now

This desire for presence is one of the key reasons travellers are increasingly considering touring. In fact, according to the MMGY study, 74% of Gen X travellers and 71% of Younger Boomers find guided travel appealing.

“Today’s travellers don’t want to choose between freedom and ease – they want both,” said Steve Born, chief marketing officer for the Globus family of brands. 

“Modern tours are answering that call by reframing structure as a true enabler. By handling the logistics and curating meaningful experiences, tours create the mental space travellers need to stay focused on what matters: the destination, the culture and the experience unfolding in front of them. This is a shift that positions Travel Advisors not as planners of logistics, but as partners in helping clients travel better.” 

A New Definition of Luxury

As travellers seek richer, more meaningful experiences, Globus says luxury is being redefined by clarity, connection and presence. Touring today makes that possible by removing friction and creating space for travellers to fully absorb where they are, why they came and why it matters.

“Travel today isn’t about checking boxes – it’s about being present,” added Born. “When you’re not focused on what’s next, you’re free to experience what’s now. That ability to stay in the moment is the true luxury – and it’s what Globus delivers to guests around the world, every step of their journey.”