OVER DIY. OVERWHELMED BY OPTIONS.
TRAVELLERS ARE CHOOSING SMARTER TOURS INSTEAD
New Survey of 25,000 North America Travellers Signals a Shift Back to Designed, Flexible Travel
The era of 47 open browser tabs and crowdsourced vacation spreadsheets may be losing its shine. According to Globus’ 2025/2026 Wish List Survey of more than 25,000 North American travellers, today’s vacationers are recalibrating. After years of do-it-yourself trip planning, they are gravitating towards expertly designed journeys that balance access, flexibility and breathing room – with an expert on-hand to take care of everything.
This shift reflects a broader reset in how travellers define freedom on vacation.
Structure Creates Confidence. An overwhelming 91% of those surveyed say they want a well-planned itinerary that still allows customization. At the same time, 72% want the ability to choose excursions aligned with their interests.
Globus has built its touring model around that balance – offering multiple travel styles before departure and layering in Globus Choice Excursions on tour. The result is a strong foundation with flexibility woven into the experience. For modern travellers, confidence and control are no longer opposites. They work together.
Free Time is Part of the Design. Nearly 97% of travellers want 20-30% of their itinerary reserved as free time.
Rather than leaving downtime to chance, Globus builds approximately 30% free time into its tours by design – creating space for spontaneous discoveries without sacrificing access to iconic sites and expert storytelling. That rhythm reflects a more intentional style of touring: immersive, efficient and personally adaptable.
Human Expertise is Back in Demand. Despite the rise of booking platforms and travel apps, 74% of travellers say they want an expert with them on vacation.
Globus Tour Directors and Local Guides manage logistics, unlock insider access and provide cultural context in real time. Their presence turns sightseeing into storytelling – and removes the mental load from the travellers.
That value becomes even more relevant as preferences diversify.
- 25% are willing to pay up to 20% more for smaller group departures.
- 23% plan to travel solo in 2026.
Globus meets those shifts with Small Group Discovery tours and solo-friendly options like Escapes – inviting travellers to choose the scale and style that fits them.
Where They’re Going – And When? 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. This trend reinforces the growing appeal of shoulder-season departures such as Globus Escapes.
The Modern Touring Alternative. This new survey data reveals a traveller who values efficiency, expertise and flexibility – delivered seamlessly.
“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.”
For more information, travellers can visit www.globusjourneys.com.