Monograms
Monograms is a wholly-owned guided tour subsidiary of the Globus family of brands, selling all-inclusive, expert-led tour packages to value-minded leisure travelers across 6 continents and 80+ countries, distributed direct-to-consumer, via phone, and through a Travel Advisor network.
- Company typePrivate
- Founded1928
- Headquarters—
- Headcount—
- GTM typeB2C
- OfferingServices
What Monograms does
Monograms is a wholly-owned guided tour subsidiary within the Globus family of brands, an approximately century-old (founded 1928) private travel company headquartered in the United States. It sells all-inclusive, expert-led guided tour packages directly to consumers, bundled with hand-picked hotels, transportation, select meals, and on-the-ground Tour Director and Local Guide support. Tours span 6 continents and 80+ countries, and are offered under a portfolio of travel styles including Classic, Small Group Discovery, Undiscovered (off-the-beaten-path), and Escapes (off-season, from $899 per person), with the proprietary Globus Choice Excursions platform enabling day-level itinerary personalization on roughly 80% of Europe and North America tours.
The business distributes through a direct-to-consumer motion combining the my.globusjourneys.com website, phone-based inside sales (866.755.8581), a Travel Advisor/agent network, and a Group Leaders Program for affinity and club travel. It operates as part of a broader multi-brand family alongside Avalon Waterways (river cruises) and Globus, enabling cross-sold land-plus-cruise itineraries. The technology layer is a custom online booking and digital tour planning platform with a customer-facing portal; pricing is quote-based on destination, season, and travel style, with promotional starting prices from $899 for Escapes. Recent positioning (2025) emphasizes four industry trade awards, "all logistics handled" messaging, and a stated aim of converting DIY travel complexity into a higher-touch, expert-guided experience for value-minded travelers.
Monograms firmographics
Firmographics- Name
- Monograms
- Legal name
- Globus
- Website
- https://monograms.com
- Company type
- Private
- Founded year
- 1928
- Operating status
- Operating
- Short description
- Monograms is a wholly-owned guided tour subsidiary of the Globus family of brands, selling all-inclusive, expert-led tour packages to value-minded leisure travelers across 6 continents and 80+ countries, distributed direct-to-consumer, via phone, and through a Travel Advisor network.
- Ownership category
- akta.pro rank
Monograms industry classification
Industry- Product category
- Guided Tour Packages
- NAICS
- Tour Operators (561520)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Private/Customized Multi-Day Tour Operators (THAKADAC)
- akta.pro secondary industries
- Escorted Coach & Bus Package Tour Operators (THAKADAA), Package Tour Wholesalers (Pre-Packaged FIT/Group Programs) (THAKAJAC)
Keywords
Monograms business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Guided Tour Packages: All-inclusive vacation packages combining hotels, transportation, guided experiences, and select meals into upfront pricing. Revenue generated from per-person tour bookings across multiple travel styles.
- Avalon Waterways Cruises: River cruise experiences across Europe, South America, Asia, and Africa with cruise-only or cruise-and-land packages
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Classic Tours - Traditional guided tour experience with comprehensive inclusions |
| Subscription | Multi-year contract | Small Group Discovery Tours - Smaller groups with more personalization |
| Subscription | Multi-year contract | Undiscovered Tours - Off-the-beaten-path experiences |
| Subscription | Multi-year contract | Escapes Tours - Off-season travel at reduced prices |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Monograms product offering
Product offeringCore offering
Monograms is a wholly-owned subsidiary brand within the Globus family of brands that offers guided tour packages for independent-minded travelers who want hand-picked hotels, transportation, guided experiences, and select meals bundled into one upfront price across 6 continents and 80+ countries. Offerings span Classic tours, Small Group Discovery tours, Undiscovered off-the-beaten-path tours, off-season Escapes, and Independent getaways, with the majority of tours including the proprietary Choice Excursions customization platform.
Differentiator
Problem solved
Functional benefit
Brands
- Globus Choice Excursions: Flexible touring option included in nearly 80% of Globus Europe and North America tours, allowing travelers to customize specific days.
- Globus Escapes
- Globus Small Group Discovery
Products and services
- Monograms Guided Tour Packages All-inclusive, independent-style guided tour packages bundling hand-picked hotels, transportation, immersive experiences, and select meals into one upfront price across 6 continents and 80+ countries. Designed for travelers who want the inclusions of a guided vacation with the flexibility of an independent getaway.
- Classic Tours Traditional guided tour experience with comprehensive inclusions covering iconic sightseeing destinations worldwide.
- Small Group Discovery Tours Smaller-group guided tours offering enhanced personalization and a more intimate touring experience at premium pricing.
- Undiscovered Tours Off-the-beaten-path adventure-focused guided tours to unique destinations for travelers seeking experiences outside mainstream itineraries.
- Escapes Tours Off-season guided tour packages offering travel during low season to popular destinations at reduced prices, starting from $899 per person.
Companies that use Monograms
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles1 record
Monograms technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Monograms partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Avalon WaterwayscoreAvalon Waterways is a sister river cruise brand operating across Europe, South America, Asia, and Africa. Part of the Globus family of brands, offering elevated cruise experiences with fewer passengers, more choices, and extended possibilities. This partnership allows Globus to offer combined land-and-cruise vacation packages.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Monograms competitors and assessment
Company assessmentBroad incumbents
- Viking Cruises: Operates ocean and river cruises plus land extensions globally and competes with Globus/Avalon Waterways on river cruises and premium itineraries. Larger, well-capitalized incumbent whose river-cruise offerings directly rival Avalon.
Emerging players
- G Adventures: Small-group tour operator focused on adventure, local experiences, and sustainable travel. Partial overlap with Globus's Undiscovered and Small Group Discovery tiers, especially for younger experiential travelers.
Direct peers
- Insight Vacations: Premium escorted guided-tour operator (TTC sister brand to Trafalgar) focused on high-end inclusions and smaller group sizes. Direct rival to Globus's premium tiers—Small Group Discovery and Undiscovered—across Europe and beyond.
- Trafalgar: One of the world's largest escorted guided-tour operators with 300+ itineraries across all continents. Competes head-to-head with Globus on guided coach touring, all-inclusive packaging, and overlapping value-to-premium customer segments.
- Collette: Family-owned guided-tour operator with 160+ itineraries across all seven continents. Closely comparable to Globus on escorted coach touring, all-inclusive pricing, and the value-minded traveler persona.
- Cosmos Tours: Budget-oriented escorted tour brand (also under TTC) competing directly with Globus Escapes. Targets the same value-driven traveler seeking lower-cost multi-country itineraries in overlapping destinations.
- Tauck: Family-owned high-end escorted tour operator with 100+ itineraries across six continents. Comparable to Globus on inclusions, custom experiences, and multi-country premium touring serving the same demographic.
- CIE Tours: Guided-vacation operator with strong Ireland/UK/Europe and North America presence. Comparable to Globus on escorted coach touring, all-inclusive structure, and English-speaking guided-tour experience.
- Gate 1 Travel: Value-priced guided-tour operator offering worldwide itineraries with similar all-in-one packaging. Competes head-to-head with Globus in the value-minded coach-tour segment across Europe, Asia, and South America.
- Intrepid Travel: Publicly listed adventure-tour operator offering small-group immersive experiences worldwide. Comparable on small-group product and global footprint, differentiated by adventure/sustainability positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Monograms financial estimates
Financial estimateRevenue estimate
Valuation estimate
Monograms leadership team
Management profileNumber of profiles
Monograms subsidiaries and ownership
Company hierarchySubsidiaries2 records
Monograms funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Monograms M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Monograms
What does Monograms do?
Monograms is a wholly-owned subsidiary brand within the Globus family of brands that offers guided tour packages for independent-minded travelers who want hand-picked hotels, transportation, guided experiences, and select meals bundled into one upfront price across 6 continents and 80+ countries. Offerings span Classic tours, Small Group Discovery tours, Undiscovered off-the-beaten-path tours, off-season Escapes, and Independent getaways, with the majority of tours including the proprietary Choice Excursions customization platform.
Is Monograms a public or private company?
Monograms is a private company. It is classified as corporate owned and is currently operating.
When was Monograms founded?
Monograms was founded in 1928.
How does Monograms make money?
Two revenue lines are on record. Guided Tour Packages are the primary driver. The others are avalon Waterways Cruises.
Who are Monograms's main competitors?
Viking Cruises is listed as a broad incumbent. G Adventures is listed as an emerging player. Direct peers are Insight Vacations, Trafalgar, Collette, Cosmos Tours, Tauck, CIE Tours, Gate 1 Travel and Intrepid Travel.
Does Monograms have an API?
No public API is recorded for Monograms.
What industry is Monograms in?
Monograms's product category is Guided Tour Packages. Its primary akta.pro industry code is THAKADAC, Private/Customized Multi-Day Tour Operators, with a secondary code of THAKADAA, Escorted Coach & Bus Package Tour Operators. Its NAICS code is 561520 and its SIC code is 7900.