Globus Study Finds Travellers are Ditching DIY-Planning and Embracing Travel Advisors

New data from Globus shows North American travellers are closing their multiple browser windows full of travel options and ditching their do-it-yourself planning to embrace the expertise of a travel advisor.

Globus’ 2025/2026 Wish List Survey polled travellers across Canada and the US to find out their definition of a care-free vacation really means.

“Well-designed travel clears space,” said Steve Born, chief marketing officer for the Globus family of brands. “When the foundation is thoughtfully built, travellers have the confidence to explore more deeply and make the journey their own. And as more people seek smarter ways to see the world, guided touring is evolving alongside them. For many, that evolution looks less like a ‘packaged tour’ and more like an upgraded vacation.”

Ninety-one per cent say they want a well-planned itinerary that still allows for customization, while 72% want the option to choose excursions that reflect their personal interests.

Free time is also becoming an important part of the travel equation. Nearly 97% of respondents said they want 20–30% of their itinerary left open for independent exploration.

They’re also seeking insider access to build creative itineraries and memories, which become even more relevant as preferences diversify. 25% are willing to pay up to 20% more for smaller group departures and 23% plan to travel solo in 2026.

Europe continues to lead wish lists with Italy, Scotland, Ireland, England and Greece leading the pack. Closer to home, Alaska ranks as the top North America tour destination among U.S. respondents – highlighting continued demand for guided land experiences there.

Seasonality trends are equally telling: 75% prefer to travel outside peak summer months.

For more information, travel advisors can visit the Travel Advisor Portal for details.