Price comparison giant Kayak.com is ramping up its website in the US ahead of its official launch in the UK and into mainland Europe.
The website has revamped its My Profile section to enable users to register and personalise services such as preferences for airlines, types or brands of hotels and their amenities.
Kayak said the new system will give users more control over the type of results they receive during searches on the site.
The wealth of data obtained from registered users will go some way to personalising email alerts so that consumers can be targeted with specific fares.
Chief technology officer and co-founder Paul English said: “As the leader in travel search 2.0, Kayak.com is building personalization features that recognize a user and display results tailored to that person’s travel preferences and search history.
“Consumers will benefit from more relevant search results, providing a more efficient and productive search experience.”
The new feature coincides with the launch of a tool to allow users to search for prices with a flexible date option.
Kayak.com said in reports last week it plans to base its European operations in London. It recently received confirmation of funding for a massive push into Europe and its New York HQ has confirmed that a dedicated management team is to be announced shortly.