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Strategic Intelligence: Personalization in Travel & Tourism (2026)

Publisher GlobalData
Published Apr 01, 2026
Length 59 Pages
SKU # GBDT21143324

Description

Strategic Intelligence: Personalization in Travel & Tourism (2026)

Summary

This report analyzes the key theme of personalization in the travel and tourism sector. Personalization is taking on greater importance as travel companies look to build customer loyalty and improve customer experience. This report provides an insight into key trends, challenges, and recommendations, as well as providing concrete case studies to help the reader see examples of personalization in action.

This report takes an in-depth look at the theme of personalization and the impact it has on the travel and tourism industry. This report analyzes the players impacted by this theme alongside the contributing trends, negative destination trends, unintended opportunities, and trends that have emerged as a result of personalization in tourism. It then dives deep into an industry analysis, presenting several real-life case studies looking at how destinations and companies have responded to the impact of this theme on their operations. Recommendations are then offered for the travel sector, alongside a description of companies mentioned throughout. This report focus is on the theme of personalization within the tourism industry.

Scope
  • This report provides an overview of the impact personalization has on the travel sector and seeks to understand some of the contributory factors. The key trends within this theme are split into three categories: industry trends, macroeconomic trends, and consumer trends. Several case studies are included to analyze the multiple ways countries and companies have responded to the impact of this theme’s growth and what they are doing to grow with this theme.
Reasons to Buy
  • Understand the impact of personalization on the tourism industry, using case studies to help you understand how you can adapt and understand this theme.
  • Assess the strategies that companies are adopting to succeed in theme of personalization.
  • Discover companies that are leading in the space.
  • Analyze real-world trends created by integrating the theme of personalization across the travel & tourism space and throughout the traveler journey.

Table of Contents

59 Pages
Executive Summary
Thematic Overview
Artificial intelligence and predictive personalization
Data ownership, privacy, and the limits of personalization
Hyper-segmentation and the fragmentation of travel demand
Seamless digital journeys and the expectation of frictionless travel
Personalization as a competitive strategy
Players
Thematic Briefing
Why personalization is important
Value Chain
Pre-trip and booking
During trip
Post-trip
Market Forecasts
Impacts
Higher conversion rates in travel booking channels
Stronger customer loyalty and repeat visitation
Improved customer experience across the travel lifecycle
Greater competitiveness for travel brands operating direct channels
Expansion of niche tourism markets
Challenges
Data privacy concerns and regulatory pressure
Fragmented travel data ecosystems
Difficulty integrating legacy systems
Risk of perceived unfair pricing
Over-personalization fatigue
Recommendations
Prioritize first-party data collection through loyalty programs and direct channels
Adopt transparent data governance practices
Implement modular travel product design
Focus personalization on experience quality rather than pricing
Apply personalization across the entire traveler lifecycle
Use Cases
Fora Travel
About the business
Strategy within the theme of personalization
Triptease
About the business
Strategy within the theme of personalization
Sojern
About the business
Strategy within the theme of personalization
Mews
About the business
Strategy within the theme of personalization
Holibob
About the business
Strategy within the theme of personalization
Companies
Public companies
Private companies
Sector Scorecards
Travel Intermediaries sector scorecard
Who’s who
Thematic screen
Valuation screen
Risk screen
Glossary
Further Reading
Our Thematic Research Methodology
Report Authors
About GlobalData
Contact Us
List of Tables
Table 1: Public companies
Table 2: Private companies
Table 3: Glossary
Table 4: Further Reading
Table 5: Report Authors:
List of Figures
Figure 1: Who are the leading players in the personalization theme, and where do they sit in the value chain?
Figure 2: How personalization work
Figure 3: The importance of personalization
Figure 4: The personalization value chain
Figure 5: The personalization value chain
Figure 6: Online travel sales are projected to reach $3.12 trillion by 2029
Figure 7: Who does what in the travel intermediaries sector?
Figure 8: Thematic screen
Figure 9: Valuation screen
Figure 10: Risk screen
Figure 11: Our approach to identifying the companies most likely to succeed in a sector over the next five years

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