, /PRNewswire/ -- Guided tours are making a major comeback, and younger travelers are driving this trend. According to new data from leading travel booking platform , 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.
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 growing trend: today's younger travelers value authentic experiences curated by knowledgeable locals.
"Each year, our research shows us how experiences have become more valuable for consumers. Younger generations are driving this trend and discovering that the best way to connect with and learn about the world is through authentic guided experiences," said , Director of Brand US at GetYourGuide. "Our mission is to offer these one-of-a-kind experiences, from exclusive access to legendary landmarks to intimate cooking classes, in a way that is easy to discover and book online, helping forward a new era of guided experiences worth traveling for.
" Guided tours offer an authentic and immersive way to explore new destinations. For more than two-thirds (69%) of leisure travelers, these tours provide a deep-dive into the history of a city or landmark. Other top reaso.
