Globus Research Reveals Luxury Trends, Travellers Craving Deeper Connection

In an era of constant notifications, endless scrolling and always-on schedules, today’s travellers are redefining what luxury really means. 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.

New research from MMGY Travel Intelligence 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.

Presence Over Planning. 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.

Why Touring Is Resonating Now. 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.

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

Freedom to Discover – Without Distraction. 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.

Examples of How Advisors Can Deliver Presence-Driven Tours:

• Choice Excursions. On Globus’ Scottish Highlands & Islands itinerary, travellers experience expert-led touring at must-see sights paired with Choice Excursions that invite them to dig into Scottish history on the Culloden battlefield or down the hallowed halls of Dunrobin castle.
• Off-the-Beaten-Path Discoveries. Globus’ Highlights of Sicily & Malta takes travellers beyond the expected, blending iconic sights with lesser-known towns and local experiences. With thoughtfully paced days and built-in free time, guests can linger longer – savouring regional cuisine, wandering historic streets and soaking in the rhythms of everyday life.
• Small Group Discoveries. Globus’ Enchanting Italy vacation brings presence into sharper focus through smaller group sizes and deeper local engagement. With fewer fellow travellers, guests enjoy more intimate access to Italy’s art, food and traditions – along with the flexibility to slow down, connect more personally with locals and experience Italy in more meaningful ways.

The New Definition of Luxury. As travellers seek richer, more meaningful experiences, luxury is being redefined by clarity, connection and presence. Touring today makes that possible by removing friction and creating space for travellers to fully absorb where they are, why they came and why it matters.

“Travel today isn’t about checking boxes – it’s about being present,” added Born. “When you’re not focused on what’s next, you’re free to experience what’s now. That ability to stay in the moment is the true luxury – and it’s what Globus delivers to guests around the world, every step of their journey.”

Backed by a global portfolio spanning six continents and 80 countries, Globus gives Travel Advisors the tools, flexibility and confidence to deliver travel that feels effortless – for their clients and for themselves. For more information, advisors can visit the Travel Advisor Portal for details.