Abstract: Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for determining routes. Starting and destination points, and any user constraints, are identified for travel. Initial routes are determined between the starting and destination points. Each initial route is segmented into segments. Attribute oriented routes are determined using the segments. Entities associated with each segment are determined. Attributes are identified for each entity and are aggregated and ranked along all the determined initial routes, and emerging attributes are determined. Attribute oriented routes are determined based on the emerging attributes including: identifying a theme for an attribute oriented route, identifying a set of entities from the determined entities that are associated with the emerging attributes, and creating the attribute oriented route that passes through a region that includes the entities.