This document outlines personas and user profiles created for redesigning the Wherefor.com travel site based on a survey of potential users. It describes the range of experience levels, ages, genders, and travel perspectives represented in the personas. Empathy maps were also created to better understand users' needs and expectations, which centered around communicating with locals, simple booking processes, feeling connected to trip goals, learning how the site can help plan trips, and quickly narrowing destination options to increase confidence in decisions. These insights could guide both the product design and definition of its features.