The purpose of this paper is to investigate the influence of customer experience on customer memories and loyalty. The data were collected from 170 tourists or customers, comprising 98 national and 72 foreign tourists, using a convenient sampling method, of 15 four and five hotels in Jammu and Kashmir, India. After reliability, the data were analysed using mean values, standard deviations, correlations, and simple and multiple regression analysis. The result from the finding suggests that the customer experience influences customer memories and loyalty. The paper examines the relationships among customer experiences, memories, and loyalty, which will be of immense use for the marketing practitioners. Customer experience thereby facilitates hotel providers an effective tool for competitive advantage, differentiation, and generate valuable customer relationships. Offering customers with memorable experiences and to make them loyal is essential for attaining success in highly competitive hospitality industry. Future research directions are also discussed. The paper makes contributions towards new knowledge, helps in understanding the customer experience management, and can be used for managerial decision-making.