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Drilling down on that statement : 91 percent say they focus on meaningful life experiences ; 88 percent said they invest time in life experiences ; 85 percent want a personalized itinerary ; and 72 percent said they spend more time planning a travel experience that is tailored to their interests and preferences. Increasingly, travelers want to see the world on their terms with tailored, personalized and differentiated experiences that reflect their passions and needs, said Claire Bennett, executive vice president of American Express Travel. The boundaries between technology and personal service are being blurred, allowing more intimate connections for travelers with the world around them.