Abstract: In accordance with some embodiments, a system is operable to generate at least two alternative travel packages to offer to a user, each travel package being defined by a distinct value for each of: (i) a first component of the travel package; (ii) a second component of the travel package; (iii) a price of the travel package; (iv) an amount of savings to be realized by purchasing the travel package; and (v) a value of a reward to be provided to the user in exchange for purchasing the travel package. In accordance with one embodiment, one of the offered travel packages is within an initial scope of the user's preferred itinerary and offers a relatively lower value of reward to the user while another of the offered travel packages is outside the initial scope and offers a relatively higher value of reward.