With “Instagrammability” increasingly cited as a deciding factor in millennials’ choice of holiday destination, easyJet has cut out the middle man and launched an app that allows passengers to book flights directly based on their favourite pictures from the image-sharing platform.
Its new Look&Book tool means customers don’t even have to know where they want to go. Instead, they can select their favourite, dreamy-looking Instagram snap through the easyJet app, which uses recognition technology to identify the location and find the nearest airport.
If it’s somewhere easyJet flies to, users can book direct through Look&Book – if not, the app will recommend a similar destination based on the type of trip, such as an alternative city break or fly and flop destination.
“Look&Book will help people to further explore Europe with ease and open up new destinations and previously hidden holiday locations for a range of customers,” said Daniel Young, head of digital experience at easyJet.
“It’s fantastic how technology is enabling us to enhance and streamline the customer search and booking experience.”
The app was created by VCCP in partnership with Travelport Digital.
Cormac Reilly, VP of traveller engagement solutions at Travelport, said: “This new feature unites mobile technology with social media, two areas that are playing an increasingly significant role in shaping the traveller experience, to deliver an inspiring new way to book travel.”
EasyJet isn’t the first company to realise that social media is a major source of travel inspiration.
In May 2018, Instagram announced the introduction of new action buttons that enable users to book holidays and make reservations and purchases directly through the app.
New action buttons on business profiles allow users to “book”, “get tickets”, “reserve” or “start order”, all without leaving the platform.
The Facebook-owned company partnered with relevant third-party services, such as Eventbrite, OpenTable, SevenRooms, GrubHub and YelpReservations, in an effort to enhance users’ Instagram experience.
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