Monograms

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.

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

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

• Guided tour packages
• All-inclusive vacations
• Independent travel
• Travel experiences
• Travel booking

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. 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.
2. Avalon Waterways Cruises: River cruise experiences across Europe, South America, Asia, and Africa with cruise-only or cruise-and-land packages

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core 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.

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Avalon WaterwayscoreStrategic or Co-development PartnerAvalon 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

Broad 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

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Monograms