Utrip, a personalization platform for travel, has been testing a destination discovery experience driven by artificial intelligence.

The company has given the experience the codename Narwhal and says it was tested with several of its big partners with resulting improvements in conversion and engagement.

Utrip chief executive Gilad Berenstein says the development is based on three years of usage and data drawn from the 10 million travelers that have used its personalization engine to plan trips.

A statement says Narwhal captures 30% more data points per session, drawing insight from Utrip’s recommendation engine as well as its data graph to provide travelers with an experience similar to that of Amazon and Netflix.

In addition to presenting travelers with "people who bought this also bought…"-style recommendations, the system also presents user-to-user "people like you…" tips.

The development also aims to help travelers discover new destinations by matching the qualities of a destination to the personality and interest of the traveler.

The idea is that the system gets better at recommendations as travelers reveal more about the attractions and experiences they want.

Utrip, which was founded in 2012, has a number of large customers including JetBlue Vacations and TUI.

The company received $4 million in Series A funding in early 2017.