Globus Trend Report: Research Finds Half of Travelers Motivated by Stress

A new report from Globus Family of Brands identifies stress-free vacations as a travel trend heading into 2026.

The trend report is based on research from MMGY Travel Intelligence, which examines various aspects of travel booking behavior. The research found that 50% of travelers cited “stress relief” as a reason for taking a vacation. This suggests the tourism industry may see a shift in travelers wanting to offload more of the planning responsibilities.

“Travelers 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.”

According to Globus, the “stress-free vacation” trend is especially prevalent among Gen X and Younger Boomers. The MMGY research found that nearly 3 in 4 Gen X travelers (74%) and 71% of Younger Boomers find guided vacations appealing.

When it comes to packaged travel like guided land tours and river cruises, travelers also want some freedom to explore independently. Of those surveyed by MMGY, 60% said they would opt for guided travel for its balance of free time and included activities.

“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.”