Personalization of service as the main trend of international tourism development

This study is devoted to the analysis of service personalization in international tourism and its importance for improving the tourist experience. Modern consumers, when traveling, expect not just standard services, but unique solutions adapted to their personal preferences. Personalization is becoming an important tool for creating a positive image of companies and increasing customer satisfaction. In conditions of growing competition in the market of tourist services, as well as numerous opportunities provided by technological progress, it is an individual approach to each client is able to be a key factor of success.