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This paper examines how inspirational DTAs can be designed to facilitate travel inspiration through autonomous and efficient co-creation at scale. Grounded in the literature on co-creation within the domain of travel planning (Schmidt-Rauch and Schwabe 2014) and the framework of customer inspiration (Thrash and Elliot 2003), this study employs a design science research (DSR) methodology to explore how to offer personalized travel inspiration through co-creation, catering to the evolving needs of modern travellers. We present an artefact of an inspirational DTA, named Heidi, as one example of how to facilitate this. Heidi was developed by Swiss International Airlines (part of the Lufthansa Group) in collaboration with Google. The evaluation was conducted via semi-structured interviews with three members of the HEIDI initiative and eleven users engaging with the design artefact. This research makes three contributions. First, we demonstrate a means\u2013end relationship between co-creation (means) and inspiration (end) to conceptualise inspirational DTAs. Second, we propose actionable design principles for the development of inspirational DTAs. Lastly, this study extends the academic discourse on information systems in travel advice from IT-enabled human agent setups to IT-enabled virtual agent configurations, positioning inspirational DTAs as a novel paradigm in the evolving landscape of travel inspiration.<\/jats:p>","DOI":"10.1007\/s40558-025-00328-0","type":"journal-article","created":{"date-parts":[[2025,7,2]],"date-time":"2025-07-02T11:43:20Z","timestamp":1751456600000},"page":"1047-1080","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["How Heidi helps: designing for inspiration in digital travel assistants"],"prefix":"10.1007","volume":"27","author":[{"given":"Jan","family":"Friedli","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Mateusz","family":"Dolata","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Gerhard","family":"Schwabe","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"297","published-online":{"date-parts":[[2025,7,2]]},"reference":[{"key":"328_CR1","doi-asserted-by":"publisher","DOI":"10.48550\/ARXIV.2108.00588","author":"A Anderson","year":"2021","unstructured":"Anderson A, Guevara JN, Moussaoui F, Li T, Vorvoreanu M, Burnett M (2021) Measuring user experience inclusivity in Human-AI interaction via five user Problem-Solving styles (Version 5). 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Concurrently, he holds a full-time position at the Lufthansa Group and is involved in the Heidi project, which serves as the focus of this study. The authors declare they have no financial interests in the publication of this manuscript. There was no funding received for this study.The views and opinions expressed in this paper are solely those of the primary author and do not necessarily reflect the official policy or position of the Lufthansa Group. The primary author has written this work in a personal capacity.","order":2,"name":"Ethics","group":{"name":"EthicsHeading","label":"Competing interests"}}]}}