A recent U.S. Tour Operators Association (USTOA) survey of its tour operator members revealed five key desires of travelers: flexibility and choice, an authentic experience, the ability to customize a trip, value for the dollar and enhanced services/new destinations.

 

The survey revealed that while travelers want the value of a packaged tour, they also want  flexibility with more free time, more shopping and greater choices. Travelers also want centrally located hotels for easy access to major sites, making exploring on their own easier. Travelers are also looking for small touches and extra service, along with value for their money.