Customer satisfaction is not always enough to ensure customer loyalty in the tourism and hospitality industry. Simply satisfying customers may not make them return or recommend the business to others. To truly gain loyalty, firms need to go beyond just meeting expectations and offer new, exciting experiences. This study highlights the importance of exceeding customer expectations to build long-term relationships and stand out from competitors. It emphasizes that customer loyalty is not solely achieved through satisfaction, but by providing something extra that delights customers.