Abstract: Systems and methods are disclosed that have and implement persona-based decision assistants and graphical user interfaces. The graphical user interfaces may present a view of one or more decision options and may include one or more user-selectable elements through which a selected decision option may be accessed or modified. In certain embodiments, user selections and similar traveler “look-alikes'” purchase behaviors may be processed to refine a persona corresponding to the search, in parallel to a search occurring and after an initial search result has been presented. In certain embodiments, the graphical user interface may show a subset of possible decision options. In certain embodiments, the graphical user interface may provide a selectable element to modify search, persona, and other preferences.