A network-based service may be provided for facilitating queries for a number of items, such as travel services. A user may submit a query including criteria for determining relevant items. The network-based service may be configured to generate opaque search results in response to queries, revealing sufficient detail to allow the user to confirm the relevance of the travel item, but insufficient detail to disclose the identity of the supplier. Based on the submitted query or other information, the network-based service may associate a persona with the user, such as the persona of a business or leisure traveler. The network-based service may use the persona to determine a travel item or items best suited to the user, by identifying the travel item attributes that correlate positively with preferences of the persona. The network-based service may then generate an opaque search result that reveals travel item attributes desired by the persona.