USTOA News

USTOA in Travel Market Report

Published Feb 7, 2019 12:00AM


Twenty-five years ago, when most tour operators were striking the word “tour” from their brands, afraid that the escorted tour was falling into obsolescence, if you had said the next generation would like escorted tours, most travel professionals probably would have looked at you like you were crazy.

Nevertheless, that is what happened. MMGY Global, the gold standard in travel market research, made it official recently in a study commissioned by the U.S. Tour Operators Association (USTOA) about Americans traveling internationally. One of its conclusions was that Millennials like traveling on “guided vacations.” Same game, different name.

Well, not quite the same game. Tour operators have evolved, renamed their products “guided vacations” and adapted them to keep pace with the growing interest in the traveling public in immersing themselves in destinations, having authentic experiences of different cultures, and getting behind the scenes and interacting with locals. It turns out that the guided style of travel is well-suited to the needs of the evolving American traveler.

Read the full article here


SHARE THIS

Latest USTOA Blog Posts


Traveling Off the Beaten Path: How to Stay Prepared and Protected 
Traveling Off the Beaten Path: How to Stay Prepared and Protected  By: Deanna Caffrey Traveling to remote or less-traveled destinations can be an exhilarating adventure. These locations often offer untouched natural beauty, unique cultural experiences, and a sense of discovery that popular tourist spots can’t match. However, venturing off the beaten path comes with its… Read More
The Stories Behind our National Monuments
The Stories Behind our National Monuments  By Tauck What’s the difference between America’s national parks and national monuments? Storied sites all, both share tales of treasured sights in public lands protected for the enjoyment of generations of visitors. Designated by a legislative act of Congress, our national parks are areas of natural beauty, federally conserved… Read More
Adventure Travel Awaits: 5 Steps to Prepare Like a Pro 
Adventure Travel Awaits: 5 Steps to Prepare Like a Pro  By Kathleen A. De Riso, VP, Travel Services, Crum & Forster   Sand surfing in the Sahara. Sleeping under the northern lights. Rock climbing in Yosemite. Today’s travelers seek one-of-a-kind experiences as they explore the world. Thanks to millennials and Gen Z, adventure tourism is surging… Read More
USTOA $1 Million
Travelers Assistance Program

A travel vacation should not only be an unforgettable experience, but offer solid peace of mind. That’s why USTOA created a consumer protection fund which protects consumers who book with our Active Members.

Learn More

Our website is set to allow the use of cookies — for more information click here. If you consent to cookies please click "Proceed" or simply continue browsing