Customer eXperience (CX) is one of the most important factors among companies and organizations to gain a competitive advantage in the area of tourism. To achieve this leadership in this area, it is important that industries focus on understanding the needs of their different customers, because the needs that a customer has and expects to satisfy when using products, systems or services, are not the same than those of another customer. This research presents a review and analysis of several articles related to the customer experience regarding hotels, restaurants and airlines in the tourism area. We classified the needs into these three industries or sectors and for each of them, we present the customer’s needs in a general way and then highlight some of these needs for the different classifications as purpose of travel (business or leisure), type of traveler (solo, couple, family, or friends) and cultural differences.