Globus’ New Initiative Promotes Stress-Free Travel Through Guided Tours

Published on October 19, 2025

The Globus family of brands has introduced its new initiative, the ‘Two Trips. One Destination.’ campaign, which is set to spotlight the benefits of guided tours over standard DIY travel. With this campaign, the company reaffirms its determination to create hassle-free, culturally rich encounters for travellers that are nothing short of extraordinary.

Campaign Overview

The campaign employs a comparative approach, following two couples visiting the same destination. One couple embarks on a self-planned journey, encountering common travel challenges, while the other enjoys a curated experience with Globus, benefiting from expert planning and insider access. This juxtaposition emphasizes the ease and enriched experiences offered by guided tours.

Key elements of the campaign include:

• Streaming Television and Digital Advertising: Engaging content showcasing the contrasts between DIY travel and guided tours.
• Website Refresh: An updated online presence featuring enhanced navigation, storytelling, and dynamic content that positions guided touring as the ultimate travel upgrade.
• Choice Excursions: Introduction of thoughtfully designed itineraries that blend must-see attractions with personal free time, allowing travelers to tailor their experiences.
• Small Group Discovery Tours: Offering more intimate group sizes, averaging just 15 guests, to foster deeper connections and personalized attention.

Insights from Recent Research

Supporting the campaign’s premise, a global study conducted by MMGY Travel Intelligence reveals that a significant portion of Gen X (74%) and younger Boomers (71%) find guided vacations appealing. The key drivers for this preference include:

• Balance: A harmonious mix of structured activities and leisure time.
• Value: Comprehensive packages that offer more inclusions at competitive prices.
• Cultural Connection: Opportunities to engage with local cultures through authentic experiences.
• Freedom from Stress: Elimination of planning hassles, allowing travelers to focus on enjoyment.

Globus’ Evolving Offerings

In response to evolving traveler preferences, Globus has diversified its tour styles to cater to various interests and needs:

• Classic Tours: Fully guided experiences that blend structure with ease.
• Small Group Discovery: Intimate tours averaging 15 guests, providing personalized attention and access to unique destinations.
• Independent City Stays & Tours: For travelers who prefer autonomy with the assurance of expert support.
• Undiscovered Tours: Exploring off-the-beaten-path destinations for the adventurous traveler.
• Escapes: Off-season tours offering smaller crowds and potential cost savings.
• Rail Tours: Combining scenic train journeys with guided exploration.

These offerings ensure that travellers can find a tour style that aligns with their preferences, whether they seek adventure, relaxation, or cultural immersion. By expanding these options, Globus ensures flexibility, providing tailored travel experiences that cater to the changing demands of modern travellers. As the demand for guided travel grows, Globus is well-positioned to lead the way, offering unforgettable journeys that create lasting memories. With a focus on flexibility and personalisation, Globus continues to innovate its tour offerings to meet the evolving needs of today’s travellers.

A New Era for Guided Tours

The Globus ‘Two Trips. One Destination.’ campaign is a powerful call for travellers to examine the advantages of guided tours anew. The campaign is based on the differences between self-planned and guided experiences, thus drawing attention to the value, enrichment of culture and non-stressful nature of touring. With the travel picture changing all the time, such actions play a major role in transforming the travellers’ perception of journeys; thus, they choose for themselves the kind of experience that is not just a visit to the destination but a deeper connection to the world around. The travellers’ luxury globally is a new beginning in luxury travel.