A study commissioned by the Globus family of brands found that 74% of Generation X and 71% of young boomers are interested in guided tours.
Gen X is currently between the ages of 44 and 60. The latter-generation boomers are between 61 and 70.
The appeal of guided tours is high because "travelers want flexibility and ease," said Globus chief marketing officer Steve Born.
Tour operators recently have increased their focus on Gen X. Tauck announced Roam by Tauck, a collection of tours with a sharp focus on Gen X travelers.
Tauck research found that Gen X is more interested in guided tours than boomers were when they were the same age. One thing Tauck discovered that was echoed in the Globus research is that Gen X values their independence while traveling, but it doesn't scare them away from a tour group.
"Travelers are realizing that tours aren't a step back from independence -- they're a leap forward from DIY," Born said.
Born said Gen X sales have doubled over the past five years. Small-group tours and itineraries with choices are particularly attractive.
MMGY Travel Intelligence conducted the Globus study, in which 5,000 international travelers participated. About half reported that they crave cultural connection on their travels and want to see historical sights.
The study also found 60% want balanced free time and planned excursions; 50% want special access; 50% want the logistics handled; and 46% want to discover hidden gems.