Customized Holidays Market Report 2026

The customized holidays market size has grown rapidly in recent years. It will grow from $130.26 billion in 2025 to $147.73 billion in 2026 at a compound annual growth rate (CAGR) of 13.4%. The growth in the historic period can be attributed to growth in disposable income among travelers, expansion of global travel connectivity, rising preference for experiential tourism, development of niche travel offerings, availability of digital booking platforms.

The customized holidays market size is expected to see rapid growth in the next few years. It will grow to $241.58 billion in 2030 at a compound annual growth rate (CAGR) of 13.1%. The growth in the forecast period can be attributed to increasing adoption of ai-powered personalization tools, rising demand for wellness and experiential travel, expansion of eco-conscious travel offerings, growing interest in offbeat destinations, increasing reliance on digital travel advisors. Major trends in the forecast period include increasing demand for personalized travel itineraries, rising popularity of experience-driven travel, growing use of ai-based travel planning platforms, expansion of sustainable and responsible travel options, enhanced focus on flexible travel experiences.

The increasing demand for personalized travel experiences is expected to drive the growth of the customized holiday market in the coming years. Personalized travel involves experiences tailored to an individual’s specific preferences, interests, and needs, ensuring a unique and carefully crafted itinerary. This demand is rising as consumers increasingly seek distinctive experiences that cater to their personal preferences, enhancing satisfaction and engagement. Customized holidays support personalized travel by providing itineraries and experiences aligned with individual needs, delivering a unique and fulfilling travel experience. For instance, in May 2023, according to a report by the United Nations World Tourism Organization, international tourist arrivals in Spain during the first quarter of 2023 surged to 80% of pre-pandemic levels, totaling around 235 million travelers - more than double the figures from the same period in 2022. Therefore, the rising interest in personalized travel experiences is fueling the growth of the customized holiday market.

Major companies operating in the customized holidays market are developing innovative products, such as travel packages, to offer convenience, cost savings, and a streamlined planning process. Travel packages are bundled arrangements that typically include transportation, accommodation, and activities, offered together at a set price for a cohesive travel experience. For example, in March 2023, an India-based travel company launched over 130 differentiated holiday packages across 25 European countries. These packages were carefully curated to meet the evolving preferences of Indian travelers, providing a mix of immersive experiences and flexibility. They allow for personalized itineraries while benefiting from economical group rates on flights and hotels. Travelers can select from a wide range of 10,000 customizable activities, including visits to iconic destinations like Windsor Castle and Pisa, as well as unique experiences such as photo shoots in Paris and Barcelona. Additionally, the packages feature exclusive dinners, such as the Paris Seine River Dinner Cruise and Prague Evening Cruise, along with convenient car rental options for exploring different European regions.

In April 2024, TUI Musement, an Italy-based tours and activities business, partnered with Love Holidays to expand in the global tours and activities sector. Through this partnership, TUI Musement launched a digital platform giving Love Holidays customers access to a diverse selection of thousands of excursions, activities, and attraction tickets. This collaboration underscores TUI’s continued expansion in the global tours and activities market, including partnerships with international airlines, hotels, and travel tech companies throughout 2024. Love Holidays is a UK-based provider of customized holidays.

Major companies operating in the customized holidays market are REWE Group, Tui AG, Expedia Group Inc., Airbnb Inc., MakeMyTrip Ltd., Abercrombie & Kent USA LLC, Rainbow World Tours, Audley Travel, Kensington Tours, Cleartrip Private Ltd., SOTC Travel Ltd., Veena World, Cox & Kings Ltd., EaseMyTrip, Butterfield & Robinson Inc., Enchanting Travels, Thomas Cook Group Plc, Original Travel Ltd., Jacada Travel, Zicasso Inc., Scott Dunn Ltd., Yatra Online Private Ltd., Black Tomato Agency, Flamingo Travel And Tours Ltd., Redback Travel Pty Ltd.

North America was the largest region in the customized holidays market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the customized holidays market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the customized holidays market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The Customized holiday market includes revenues earned by entities by tailor-made itineraries, accommodation booking, transport arrangements and activity planning. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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