In today’s digital world, personalization is omnipresent and customers expect every business to offer truly personalized services. Travel & hospitality businesses are no exception. Being predominantly experience-centric, travel and hospitality products, offer a broad range of personalization possibilities as compared to physical goods offered by the e-commerce world. If implemented accurately, personalization can deliver an excellent experience beyond the customers' expectations, delight them, drive loyalty, and, consequently, revenues, both in improving revenue share per customer and new revenue streams.