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By John McCarthy, Opinion editor

September 30, 2018 | 2 min read

EasyJet customers can book holidays by uploading Instagram images into the airline's app.

The Look&Book image search feature on the app is positioned to suggest destinations to users based on the Instagram images they screengrab - an attempt to tap into holiday-goers' latest discovery methods.

The European airline is claiming an industry first with the feature, letting consumers book trips based on an image. Typically, the app will scan the image for contextual clues. This is made easier when users mention the name of the location in the post. While not for everyone, the airline thinks this may add an air of adventure to the usually tedious process.

It instructs Instagram users to take screenshots of favoured locations. Once uploaded to the app, image recognition tech will try to discover the location and connect potential bookers to it. In short, it hopes to attract new customers with the promise of a fully Instagram-inspired holiday.

Created by creative agency VCCP in partnership with Travelport Digital, the Look&Book feature will be publicised with a social and digital out of home campaign - including the above launch film.

Daniel Young, head of digital experience at easyJet, said: “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. It’s fantastic how technology is enabling us to enhance and streamline the customer search and booking experience.”

David Masterman, creative director at VCCP, added: “We’ve all seen places on Instagram and wished we could just be there. The beauty of Look&Book is how easily it makes those daydreams become reality."

Technology Image Recognition

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easyJet is a low-cost British airline, operating domestic and international scheduled services on over 820 routes in more than 30 countries.

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