Globus delivering what today’s travellers want — freedom and ease

The Globus family of brands is placing a spotlight on the ultimate indulgence: being fully present, immersed in culture, connected to place and free from the distractions that pull attention away from the moment.

It’s an approach that responds to the fact that today’s travellers are redefining what luxury really means in an era of constant notifications, endless scrolling and always-on schedules.

Globus points to new research from MMGY Travel Intelligence that 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.

In fact, 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, 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%). That balance is tipping them towards touring: 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.

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.

Steve Born, chief marketing officer for the Globus family of brands, explained that: “Today’s travellers don’t want to choose between freedom and ease – they want both. Modern tours are answering that call by reframing structure as a true enabler.”

And Born continued: “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.”

That philosophy comes to life through Globus’ itineraries, designed to balance must-see experiences with meaningful free time. With transportation, accommodations and key highlights thoughtfully arranged, travellers are free to explore destinations across the globe without constantly checking what’s next.

Through a choice of touring styles and Globus Choice Excursions, travellers can personalize their journey – choosing how they want to engage with the world, whether that means diving deeper into history with a guided experience, getting active or enjoying time to explore independently.

For more, go to www.traveladvisorportal.ca .