With a different take on personalisation, DNA Unwrapped is combining genetic makeup with ancestry information to provide travellers with an authentic experience.
The offshoot of cultural travel specialist Travel Unwrapped, recently began offering potential customers a DNA test so that they could then select destinations based on their genetic makeup.
It has echoes of Momondo's successful 'DNA Journey' campaign but according to chief executive Rebecca Fielding, this goes further in terms of cultivating understanding of difference.
"The incredible insight that DNA testing gives you, it's a licence to see the world through new eyes."
She adds that travellers are looking to access destinations in a new and being where their ancestors have been provides that authentic cultural experience.
The company partnered with Living DNA which Fielding says looks at genetic make-up in a more detailed way, but also takes into account 5,000 years of migration and speaks to genealogists to gain better understanding.
She adds that tourist boards have expressed interest in DNA Unwrapped's work and Fielding also hopes it will become a new way for people to connect socially on top of how people connect over todays' social networks.