Travel Platform Uses Personality Test to Create Tailor-made Guide to Amsterdam

Travel Platform Uses Personality Test to Create Tailor-made Guide to Amsterdam

DELI Amsterdam filters results by culture, entertainment, outdoor locations and activities to make suggestions that suits each user

Vashti Hallissey
  • 23 july 2014

Navigating the thousands of travel recommendations online can be tricky; for every reviewer who sings a site’s praises, there is one you couldn’t pay to go back.

A new travel platform helps people to cut through the confusing advice online and go straight to the sites that suit their needs. DELI Amsterdam invites users to take a short personality test to find out which places will meet their preferences in the famous city.

The platform is for tourists and locals who want to go off the beaten track and discover some hidden gems in their locale.

When coming up with the concept, Anna Kolk, the founder of DELI Amsterdam, turned the idea of the traditional travel guide on its head to focus on the user rather than the reviewers’ opinions:

We focus on our users instead of the other way around, we don’t tell people where to go/what to do based on our own opinion or preference but let them take the test which will create a tailored experience with respect to their personality and lifestyle,” she tells PSFK.


The personality test features questions about lifestyle, entertainment and culture to sort users into 14 different personality types. There are 7 types of tourist, including the Alternative Souls, Family Guys’ and the Wild Ones who “see Amsterdam as a modern Sin City where they can taste elsewhere forbidden fruits”.

Among the 7 types of local, there are the Nouveau Riche, the Explorers and Forever Young. For the latter, “a day isn’t complete if they don’t enjoy a glass of cold beer, a portion of bitter-ballen and a lovely chat with a friend on a sunny terrace.”

The website uses the results to create a personalized guide for each user which includes 6 categories: music (including clubs, DJ parties and festivals), bars (including pubs, cafes and bars), culture (featuring museums, theaters, and exhibitions), shopping, restaurants and outdoors (parks, sport events).

Each category is presented in an interactive circle with 15 rings, each of which includes a bespoke travel suggestion which is also plotted on a map. These are arranged in order of suitability; the circle closest to the center is the most relevant to the user.


The platform is engagingly designed and continually updated, so users can save their profiles and revisit the site in the future for new suggestions. They can also retake the test at any time to modify their recommendations.

What’s more, the site offers all of these services for free and will continue to do so:

“Our model is to make money from advertisements, we have banners and advertorials integrated in the website which differ per user profile,” Kolk adds.


DELI Amsterdam offers a new approach to the standard travel guide, by making suggestions personalized and presenting them in a infographic style. It promises to help tourists and locals alike go beyond the iconic canals and coffee shops of Amsterdam to discover other sides to the city.

The platform officially goes live on July 23 with a launch event at Hutspot in Amsterdam. In the future, DELI plans to take the concept to other cosmopolitan cities around the world.

DELI Amsterdam


Fitness Advocate: Paving The Future of Workouts With Audio

Fitness & Sport
Advertising Today

A Compelling Brand Purpose Is Never Born In The Boardroom

Strategist and Designer Anna-Rae Morris shares why she believes all brands exist for a reason, and how Snapchat has upended our behavior

Retail Today

Creative Leadership Expert: Experiencing A Seismic Shift From Brand Loyalty To Interface Loyalty

Marc Shillum, founder of Chief Creative Office, explains why product designers must rethink the way they capture consumer attention


Get PSFK's Related Report: Future of Automotive

See All
Fitness & Sport Today

Editorial Roundtable: The Xs And Os Of Performance-Enhanced Sports

WHOOP, ShotTracker, Rithmio, PlaySight, STYR Labs, EverybodyFights and Lift / Next Level Floats explain that we're only at the iceberg's tip of performance enhancement

Technology Today

Microsoft’s New E-Paper Sticky Note Runs On Ambient Light

Researchers have developed the first e-ink display powered entirely by office bulbs

Sustainability Today

Modern Home Created Entirely Out Of Modular Shipping Crates

A project in Ecuador used the ubiquitous material to design a spacious and industrial-chic house

Retail Today

Retail Concept Offers Food Hall Inspired Space For Online Brands

The store will offer a lower cost way for internet entrepreneurs to try physical retailing


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Marketing Experts: Millennials And The Power Of Cool

'Good Is The New Cool' Authors Afdhel Aziz and Bobby Jones share their 7 principles for branding with a social impact

PSFK Labs Yesterday

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Arts & Culture Today

Disney Retells Beauty And The Beast On Snapchat

In a partnership with LACMA, the entertainment platform drew from over 130,000 works in the museum's collection

Automotive Today

Honda Has 3D Printed A Fully Electric Minivan

The car manufacturer partnered with product developer Kabuku to create the small versatile vehicles

Innovation Yesterday

After The Initial Success Of AR Gaming, What Does The Future Hold?

With Pokemon GO earning up to $10m a day, R&D departments are busy searching for the next phase

Arts & Culture Yesterday

The Next Great Art Movement Will Come At The Swipe Of A Finger

An improved app, optimized digital display and monthly art discovery service round out Electric Objects' renewed commitment to democratizing the art world

Media & Publishing Yesterday

A TV Streaming Service Is Designed Just For Kids

Toca TV is a new platform offering thousands of original and curated children's videos for a monthly subscription fee

Travel Yesterday

Bus Stop Transformed Into A Fitness Station For Commuters

Sports drink company Lucozade live-streamed an athletic trainer working out at a stop in Manchester to encourage travelers to get moving

Beauty Yesterday

Shiseido And Microsoft Have Created A Makeup Filter For Women Who Telecommute

The Japanese cosmetic company built an augmented reality app that works alongside Skype for Business

Mobile Yesterday

Samsung Is Using AR To Help Beachgoers Stay Safe

Pocket Patrol utilizes a phone's camera to promote beach safety and educate people about hidden hazards

No search results found.