Personalizacja usług jako trend rozwojowy na rynku usług turystycznych

The key objective of the article is to identify selected examples of personalization in tourist services. Mainly focused on contemporary marketing trends as well as the concept of mass customization. What is important, the issue of customization has been treated as a development trend in the tourism services market. An important part of the article is the analysis of selected case studies. The examples illustrate the ways in which the concept of personalization of tourist services is applied. Based on the analysis of case studies, it was found that personalized travels most often include exotic or hard-to-reach points. It should also be added that they are still more expensive than mass trips available in the offer of other tour operators