Facebook, Google or Yahoo websites no longer show each user the same content. All pages are filtered by personal interests on the basis of collected behavioral information of the user. Although mobile routing services for pedestrians are widespread available and used from many people in everyday live the concept of personalization hasn’t been yet implemented for this domain. Studies from cognitive psychology have shown that landmarks are crucial components of route directions. The currently held view is that landmark salience is an inherent property of some spatial features. But in fact, people tend to have different notions of whether a geographic feature is a landmark or not, that means the saliency of a landmark is highly dependent of people’s interests, background and personality. If landmarks were tailored perfectly to the personal interests of a traveler they could be even more helpful in guiding him to a destination. In this project a formal model of landmarkedness, which takes into account common spatial landmark categories (visual, semantic, structural) together with personal interests of the individual traveler, like cultural, religious or educational preferences is developed. The availability of such a model allows for the provision of personalized landmarks – and their incorporation in routing instructions can improve existing routing services.