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Explore the captivating world of guided touring as we launch our new series with special guest Steve Born, Chief Marketing Officer of Globus. Did you know that guided touring is a $300 billion industry—nearly twice the size of ocean cruising? Yet, as Steve unveils, it remains "the best-kept secret in travel."  

This episode takes you through Globus’s remarkable story, from its humble beginnings with a rowboat in Switzerland in 1928 to its transformation into a global travel leader operating on six continents. Steve explains what sets guided tours apart, sharing how they offer deeply meaningful experiences while handling every logistical detail. Travelers can immerse themselves in destinations without the stress of planning, waiting in lines, or worrying about missing out.  

We also explore how guided touring is evolving, with innovations like Globus’ Small Group Discovery tours and you'll also hear insights into how technology is revolutionizing both the marketing of guided tours and the on-trip experience.  

With Millennials and Baby Boomers driving a resurgence of interest in guided touring, Steve debunks outdated stereotypes and highlights why this segment of travel is undergoing a modern renaissance.  

Don’t miss this exciting kickoff to our guided touring series. Stay tuned for upcoming episodes featuring Collette, Explore Worldwide, and AAT Kings, where we’ll continue to spotlight the growth and evolution of this dynamic travel niche.

👉 Listen to Revolutionizing Guided Tours: Modern Marketing Strategies that Work Now

🔥 Season 5 Title Sponsors: TravelAI, Stay22, Propellic, Flight Centre, Collette, Flywire, Traveltek and Protect Group

The #1 B2B Travel Podcast Globally. Over 100 Episodes. Listeners in 125 countries. New Episodes Every Weds. Season 5 In Progress.

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