Google finds increasing incidence of search terms containing qualifiers like "me" and "I".
Like: "best vacation destination for me"
Or "where should I go this summer"
People doing searches like that are looking for personally relevant information.
A Google search done right now (24 January 2018) in Boston on "best vacation destination for me" produces in the first 2 pages of SERPs many magazine articles on how to pick a vacation spot, but only 2 AdWords ads (both on p.2) from somebody with a tourism product to sell: