Guided tours emerge as the future of travel, new MMGY study shows
A custom study by MMGY Travel Intelligence, commissioned by the Globus family of brands, indicates guided tours have strong momentum among U.S. travelers. Nearly three-quarters of Gen X travelers, and a similar share of Younger Boomers, say they embrace guided vacations. Respondents point to cultural connections, iconic landmarks with less waiting, and stress-free logistics as the top reasons touring beats DIY planning. The findings align with Globus' expansion of Small Group Discovery departures, aimed at travelers who want flexibility, insider access, and the freedom to skip the planning grind.
Key points
- Why it matters: Guided tours now resonate with next-wave travelers seeking ease, access, and authenticity.
- Travel impact: Expect greater demand for small group departures and hard-to-get experiences.
- What's next: More 2026 Small Group Discovery dates and itineraries from major operators.
- Value drivers: VIP access, logistics handled, balanced free time, and curated hidden-gem stops.
- Who is buying: Gen X and Younger Boomers lead adoption, per MMGY's commissioned study.
Snapshot
According to the study, 74 percent of Gen X and 71 percent of Younger Boomers embrace guided vacations, underscoring a shift toward packaged ease with built-in flexibility. Top motivators include cultural connections (54 percent), access to historic landmarks without long waits (52 percent), and escaping stress through bundled logistics (50 percent). Respondents also said a good balance of free time and included activities (60 percent), access to otherwise off-limits places (50 percent), and discovering hidden gems (46 percent) would push them toward guided touring. Small groups carry broad appeal: Globus' Small Group Discovery program averages 15 guests in Europe and 18 worldwide, with 61 tours slated for 2026.
Background
Guided travel is evolving beyond old stereotypes. Operators are layering choice-based excursions, flexible pacing, and insider access on top of the traditional tour framework. The appeal spans value seekers, culture lovers, and travelers who prize time over trip-planning complexity. For context, Globus has been expanding its Small Group Discovery portfolio to keep groups intimate while unlocking venues and experiences that do not scale to big buses. Industry coverage this fall highlighted new 2026 departures and the growing popularity of smaller groups that promise more authentic encounters and smoother logistics at high-demand sites.
Latest developments
Small group tours, VIP access, and stress-free logistics fuel demand
The MMGY-commissioned results dovetail with tour operators' product moves for 2026. Globus states its Small Group Discovery tours average 15 guests in Europe and 18 elsewhere, enabling after-hours entries, craft demos, and time-saving skip-the-line flow that DIY travelers struggle to replicate. Third-party trade reports confirm the portfolio grows to 61 tours in 2026. In parallel, brands are building itineraries with "free time plus"-windows to explore independently without sacrificing the convenience of door-to-door transfers, baggage handling, and vetted hotels. Expect limited-inventory departures and crowd-management strategies at hotspots to keep shaping next year's schedules.
Analysis
The study's headline-strong adoption by Gen X and Younger Boomers-tracks with broader behavior: these travelers want authentic experiences without friction. Three levers stand out. First, access economics: small groups are the right "unit size" for kitchens, ateliers, family wineries, and after-hours museum slots, which amplifies perceived value. Second, time arbitrage: touring converts queue time into experience time, a meaningful edge in high-demand cities where capacity controls and timed entries are now the norm. Third, cognitive offloading: when transfers, luggage, admissions, and sequencing are handled, travelers conserve energy for immersion, not logistics. The risk is capacity-truly small groups and premium access are finite. Operators that secure allotments and broaden shoulder-season offerings will win share. For advisors, steer clients who "hate bus tours" toward small-group or discovery-style products; the format often matches their wish list far better than they expect.
Final thoughts
If you want deeper cultural moments without the stress of DIY, the data says you are not alone. The next wave of escorted travel favors small groups, curated access, and smart pacing-letting you keep the freedom to wander while someone else sweats the details. In short, it is a very good moment to consider guided tours.