The global customisation and personalisation in travel market is undergoing a transformative shift, with industry players harnessing data-driven insights and artificial intelligence to deliver uniquely tailored travel experiences. According to the latest market research, the sector was valued at USD 126.56 million in 2022 and is expected to reach a staggering USD 620.71 million by 2032, expanding at a compound annual growth rate (CAGR) of 17.8% over the forecast period.
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Travel Personalisation Becomes a Competitive Differentiator
The rise in demand for personalised travel planning solutions reflects a broader shift in consumer behavior toward experience-driven tourism. From AI-powered itinerary planning tools to hyper-targeted travel offers based on individual preferences, the emphasis on customised travel experiences is reshaping the hospitality and tourism ecosystem. Leading travel brands are increasingly adopting advanced CRM systems, real-time analytics, and machine learning to anticipate traveler needs and exceed expectations.
Digital Innovation Fuels Market Expansion
The travel industry’s ongoing digital transformation is accelerating the integration of customisation and personalisation technologies. Mobile-first strategies, predictive analytics, chatbots, and augmented reality are empowering agencies and platforms to provide bespoke travel experiences for individuals and small groups. Travel tech companies are leveraging data from social media behavior, past travel history, and even wearable devices to curate personalised travel itineraries, preferred lodging options, and activity recommendations that resonate on an emotional level with travelers.
This trend is particularly prominent among millennials and Gen Z travelers, who prioritize authenticity, social engagement, and sustainability in their travel choices. As such, personalisation in sustainable tourism is emerging as a powerful sub-segment within the broader market.
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Key Growth Drivers of the Customisation and Personalisation in Travel Market
Several factors are contributing to the market’s rapid expansion, including:
- Growing consumer expectations for personalised digital services across all industries, including travel.
- Advancements in AI, big data, and machine learning, enabling predictive and adaptive travel service models.
- Increased online bookings and mobile travel applications, which facilitate seamless personalisation at scale.
- The rise of “bleisure” travel (business + leisure), which demands highly customisable solutions for time-strapped travelers.
- Greater focus on customer loyalty and retention, driving travel brands to invest in personalisation as a strategic advantage.
Regional Insights on Customisation and Personalisation in the Travel Market
- North America: Dominating the market with cutting-edge technologies, North America sees high demand for personalised travel solutions, particularly in luxury and business travel. Advanced AI and data-driven platforms enable tailored itineraries, enhancing the customer experience.
- Europe: In Europe, cultural immersion and sustainable tourism are driving the demand for custom travel experiences. Personalisation in luxury and eco-conscious travel is key, with tech solutions integrating real-time adjustments for a seamless journey.
- Asia-Pacific: Asia’s emerging markets, particularly in China, India, and Southeast Asia, are rapidly adopting personalised travel options. The region’s young, tech-savvy population fuels the demand for custom tours, with a significant focus on luxury and adventure tourism.
- Latin America: With rich cultural heritage and growing eco-tourism, Latin America is seeing an increase in personalised adventure and cultural tours. Customised experiences tailored to local destinations are becoming more popular.
- Middle East and Africa: The Middle East is experiencing growth in luxury and unique cultural tourism, with countries like the UAE offering bespoke desert safaris and high-end experiences. Africa is focusing on safari and eco-tourism with personalised itineraries.
Key Companies Profiled
- Best Western
- Carnival Corp.
- Club Family Hotel
- Delta Flights
- EasyJet
- KLM Royal Dutch
- Princess Cruises
- Virgin Hotels
- IBERIA LAE SA
- Expedia Group, Inc.
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Key Segments Profiled in the Customisation and personalisation in Travel Market
By Service Type:
- In-flight personalization
- Cruise lines personalization
- Adventure Travel
- In-hotel personalization
- Other personalization
By Mode of Booking:
- OTA Platform
- Offline
By Age Group:
- Millennial
- Generation X
- Baby Boomers
- Others
By Purpose:
- Leisure
- Business
By Region:
- North America
- Europe
- Asia-Pacific
- LAMEA
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