A method and system. A request to generate for a user a geographical map is received, wherein the map depicts one or more travel routes from a specified initial address to a specified destination address, specified features relating to the one or more travel routes, and unique identifiers of preferred service providers of the specified features. After the request is received, it is ascertained that user preferences of the user for service providers of the specified features are not contained in a user preference database and that user preferences of the user for service providers of the specified features have not been provided with the request. User preferences of the user for service providers of the specified features are determined and in response, the map is generated and displayed.