The aims of the study were to explore the demand for personalised travel services within the affluent customer segment of the outbound travelers in Singapore. The study uncovers the desired service attributes of same consumer segment. The paper begins with a general and broad overview of the travel and tourism industry worldwide and in the Asia Pacific region specifically in Singapore. The international tourism and hospitality sector has grown rapidly over the last ten years and according to the United Nations World Tourism Organization (UNWTO), international tourist arrivals in 2012 grew to 980 million. Similarly, there has been an increase in outbound travels in Singapore. This growth has been fuelled by the economic growth that Singapore has experienced over the years.