A computer generates a navigation profile corresponding to a user by identifying one or more user preferences within an associated social media network. The computer receives a user input identifying a starting location and a destination, from which the computer identifies one or more potential routes between the starting location and destination. The computer generates one or more route profiles corresponding to the one or more potential routes detailing one or more characteristics associated with each of the potential routes. The computer then compares the navigation profile associated with the user to the route profiles associated with the one or more potential routes and, based on the comparison, determines an optimal route of the one or more potential routes.