The techniques introduced here include a method for estimating a travel time between an origin and a destination. The method comprises determining a plurality of travel options from the origin to the destination. Further, each travel option is divided into a plurality of serial travel segments such that the travel segments serially connect the origin to the destination. For each of the travel options, the method further comprises estimating a time of travel in each of the travel segments. The estimated time of travel in a given travel segment is a function of both the nature of travel service associated with the segment and the one or more second user preferences associated with a travel service used in the segment. The method further comprises calculating, for each of the travel options, the total estimated travel time as a function of estimated travel times associated with each of the travel segments.