Globus family of brands (GFOB) has rallied key Australian industry partners at a high level gathering to outline its strategy for touring and make a case for why escorted travel deserves greater prominence alongside the booming F.I.T. (Free Independent Travel) market.
Ten months into the role, managing director APAC, Chris Hall, said the Sydney event was as much about celebration as it was about reconnecting, strategy and putting faces to names within the Globus team. He introduced several key personnel, including newly appointed APAC head of Marketing, Johanna Raeder.
Hall also took the opportunity to emphasise GFOB’s Swiss family heritage, a point he said is often misunderstood in the local market.
Founded in 1928 by the Montegruzza and Albeck families, the company remains family-owned and is approaching its 100th anniversary. While many in the industry perceive Globus as American due to its strong US presence, Hall stressed that the brand’s DNA is firmly Swiss – something the company intends to lean into more heavily.
Turning to the broader touring landscape, Hall was candid about the category’s challenges, particularly the rise of free independent travel. He acknowledged that consumers now have “a plethora of options” online but argued that F.I.T. is not right for every traveller and that touring still offers significant value, convenience and depth of experience.
Hall said a key priority is ensuring touring remains “top of mind,” particularly as a growing number of new-to-industry advisors enter the sector. He called for collective action from media, tourism bodies and agents to “get behind touring” and help highlight its appeal.
“We’ve got it already, it’s just telling people about it,” he said.
Raeder outlined how Globus is working behind the scenes to reinvent its positioning in Australia and New Zealand, differentiating itself in a crowded market by leaning into its Swiss identity while refining its core product pillars: Classic, Independent and Small Group Discovery tours.
She noted that while most touring companies promote convenience and hassle-free travel, Globus wants to go “a step further” by embedding its Swiss positioning across the brand experience.
On Cosmos, Raeder said the focus is on “a brand you can trust” value, positioning the budget-friendly brand as a reliable, stress-free alternative to planning travel independently.
For Avalon Waterways, GFOB is looking to highlight more active and discovery-style river cruise experiences including cycling, hiking and wellness-focused itineraries to stand apart from competitors.
With its centenary on the horizon and a refreshed strategy in motion, GFOB made it clear that touring remains central to its future and that it wants the industry alongside it every step of the way.
New Small Group brochures
Globus recently debuted a new brochure, focused on the popular small group travel range, Small Group Discoveries.
Since the launch of Small Group Discoveries in 2024, the demand for small group travel has continued to grow, and Globus has responded by expanding the Small Group Discoveries, adding 50+ new itineraries in 2025, building on its existing epic tours across Europe, South & Central America, North America, Africa and Asia.
The new brochures provide advisors feature the latest highlights from the Small Group Discoveries portfolio. All European tours feature an average group size of 15 guests, and a maximum of 18. For destinations outside of Europe, group sizes average 18 guests and a maximum of 24. Each itinerary includes an average of 14 curated experiences per tour, VIP access and exclusive accommodations.
“Travelling in a small group has fast-become the go-to for New Zealanders who like the ease of travelling to a wide range of places, but prefer a more intimate travel experience,” Globus family of brands head of commercial Australasia, Brett Simon, said. “We’ve seen a significant increase in our guests opting for this style of travel, so we’ve created a dedicated brochure to give advisors the tools they need to confidently sell it.”
