S5/E13 Revolutionizing Guided Tours: Modern Marketing Strategies that Work with Steve Born, CMO, Globus

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.