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70% of travelers want to book guided tours.
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Millennials (81%) and Gen Z (80%) are the most likely to book a guided tour in the next year.
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Gen Z (65%) and Millennials (63%) are most likely to schedule a food-focused tour.
NEW YORK, June 25, 2024 /PRNewswire/ — Guided tours are making a major comeback, and younger travelers are driving this trend. According to new data from leading travel booking platform GetYourGuide,1 nearly all (94%) leisure travelers who booked a guided tour in 2023 plan to do so again this year. The demand for local expertise is also clear, with 89% of travelers believing that a local guide is the best way to explore a new destination.
The new pioneers of travel
Younger generations are at the forefront of this revival. Two in five of Millennial (42%) and Gen Z (40%) leisure travelers booked a guided tour in the past year, far outpacing Gen X and Boomers. This shift highlights a…