With travel costs continuing to climb, tourgoers are looking for more than a one-size-fits-all itinerary. If they’re going to spend money on a group tour, they want their experience to be personalized and flexible. That is what will ultimately justify the cost for many travelers.
With this desire comes a surge in popularity for small-group travel—think 15 to 20 travelers versus an entire motorcoach full. Traveling with a smaller group allows for more immersive experiences, a slower pace, more intimate social interactions, increased attention to safety, a lower environmental impact, and less complicated accommodation logistics.
This trend is especially prominent amongst younger travelers prioritizing authenticity and connection. However, a global study by MMGY Travel Intelligence found that nearly 55% of Generation X and younger baby boomers consider small-group touring to be the most attractive travel format. The study shows today’s travelers aren’t interested in surrendering their independence, signaling a major shift in how next-generational travelers want to experience the world.
“Smaller-group formats (and group tours, as a whole) answer that call,” says Steve Born, chief marketing officer for the Globus family of brands. “They offer the structure travelers crave, with the freedom to be present on vacation. Tours today are not about traveling less ‘independently,’ but they are about traveling more intentionally.”
Globus, an international tour operator, recognizes the value in small-group travel. That’s why the brand has introduced a new selection of “Small Group Discovery” tours, specifically designed for travelers who “crave the intimacy of small group travel” without sacrificing large-scale experiences.
Born says the “Small Group Discovery” tours are meant to accommodate an average of 15 guests per tour, inviting deeper immersion, more personal access, and experiences that simply are not possible with larger tour groups.
“While traditional Globus tours already prioritize ease, expert design, and logistics, ‘Small Group Discovery’ itineraries go further—featuring unique accommodations, special-access experiences like after-hours literary readings, and immersive cultural moments, including cooking classes, wine tastings, and hands-on art workshops,” Born explains. “The result: life-size moments in more intimate settings.”
Globus has introduced 61 dedicated “Small Group Discovery” tour options across the globe this year. When combined with small-group departure dates on existing tours and independent options, according to Born, about 75% of the Globus portfolio now caters to smaller group preferences. And he says these offerings are just the beginning.
“‘Small Group Discovery’ tours shouldn’t be viewed as a downsized experience,” Born explains. “Instead, these special itineraries are designed differently. At Globus, we believe the best journeys don’t come from doing more—they come from better design. ‘Small Group Discovery’ tours reflect that philosophy: thoughtfully crafted itineraries, intentionally limited guest counts, and immersive experiences that bring travelers closer—to the destination and to each other. In a world where travel options feel endless, smaller groups are helping make the experience feel personal again.”
As the group travel landscape continues to evolve, tour operators are recognizing that meaningful experiences—not packed itineraries—are what today’s travelers are valuing more and more. Smaller groups allow companies to design journeys that feel more intentional rather than rushed, giving guests the chance to connect more deeply with the people, cultures, and places they encounter. For travelers who want the reassurance of expert planning without sacrificing spontaneity or personal discovery, small-group touring offers a balance of quantity and quality that larger tours might struggle to achieve.
Looking ahead, the continued rise of small-group travel signals a broader shift in how people want to explore the world. Travelers are seeking experiences that feel curated, authentic, and personal. These are qualities that are easier to deliver when group sizes are limited. As brands like Globus expand offerings built around this philosophy, the future of guided travel appears less about moving crowds from landmark to landmark and more about creating thoughtful journeys that leave a lasting impression.
By Madeline Fuerstenberg
Main Image: Whiskey tasting with Globus; Credit: Globus
