Travel companies used to be ahead of the curve in gauging customer preferences. Travel and tourism was the first industry which made copious records of customer travel trends and developing loyalty programmes accordingly. The retail industry was the one which caught up best and has now marched ahead. That is where the travel industry needs to pick up on. Digital marketing is something which travel firms are not doing effectively. Travelers require greater level of personalized attention and itineraries must be customized accordingly to preferences. Offers must be tied up to spending patterns.