Kayak has unveiled a package holidays service built around an algorithm which uses what people look for and write about most.
The metasearch specialist uses Germany-based Knowledge Garden for the algorithm, which aims to offer more intuitive search.
Search results are based on a bank of about 13,000 terms and five "clouds" -- or general themes -- including food, knowledge and culture, and sport.
Kayak's vice president of package travel Jan Valentin says the company sees significant opportunity in package holidays, given that no one is doing it well online.
We're trying to make search results more relevant. The algorithm reads reviews and it's almost above semantics, it attributes the euphoria of people.
The package holiday service enables users to view tour operator product, separate components and dynamically packaged content.
Content is drawn from Kayak's existing flight and hotel feeds as well as partners including Cosmos and Thomas Cook, with Thomson and First Choice about to be added.
Additional content from Lowcostholidays, ebookers and Lastminute currently comes via Distribute Travel.
The service is available across Europe including the UK, France and Germany.
In the US, packages have been partly launched, with split A/B testing ongoing to assess what works best.
The next phase of the service is to introduce more rich media.