1. A self service system for composing and delivering a customized bundle of travel services, the system comprising: a computer system including one or more processing units to implement a travel service delivery program for buyers to select travel service choices, said computer system being configured for: using affective or emotive data to assist the buyers in said travel service choices, including receiving from each of the buyers input identifying a buyer context for said each buyer and selecting types of affective or emotive data about said each buyer, and actions authorized based on changes in the data; for each of the buyers, using said affective and emotive data in an adaptive algorithm to determine a plurality of travel service response sets for the buyer, each of the travel service response sets including a bundle of travel services for said each buyer; providing said each of the buyers with the plurality of the travel service response sets; and identifying a relevance of each of said travel service response sets in terms of the buyer context of said each buyer to facilitate said each buyer selecting one of the travel service response sets for purchase; for each of the buyers, once a buyer context is identified, showing to a travel service provider a service enhancer combination page for the selected buyer context, said page showing a plurality of service enhancers for a selected primary service; using said affective or emotive data to inform the identified buyer context of said each buyer to aid in said each buyer selecting and adjusting the travel service response sets; receiving from each of the buyers input for changing one or more of the travel service response sets; showing to said each of the buyers the effect on the plurality of the travel service response sets of said input for changing; and receiving input from the travel service provider to set one or more parameters for business effectiveness measurement, to select one or more of the buyer contexts to set values for detail attributes of services and service enhancers for the selected buyer context, and to select criteria for pricing and bundling guidelines.
4. A self service system, according to claim 1 , wherein the computer system includes a graphical user interface (GUI) to enable the buyers to select the types of data about them to be collected, relative weighting to give each type of data, and the actions authorized based on changes in the data.