BA Holidays sets out to inspire with visual search feature

British Airways has become the latest firm in travel to attempt to inspire its customers using imagery with the launch of Picture Your Holiday.

The online tool asks users to drag a selection of pictures depicting various types of trip from a gallery into a virtual brochure before asking it to come up with trips to suit the choice.

It is configured with all the main social media sites like Facebook and Google+ so the results can be shared with people’s social networks.

The feature was created by Swedish mobile agency Monterosa which was bought by BBH London last December.

Matt Armstrong, head of marketing and distribution for BA Holidays, said: ‘We believe that by putting the fun and emotion back into searching for holidays, we can surprise people by suggesting destinations they may not have considered.

“By using generic destination images alongside lifestyle images we can showcase the wide-ranging appeal of the destinations we support. This is a different approach from other tour operators and we hope it will make our holidays stand out in a very competitive market.”

The launch of Picture Your Holiday is being supported by on and offline marketing activity including interactive screens located at the Westfield shopping centre in London.

The new feature promoted former Comtec product director John Pickles to note on Twitter how it was similar to personalised visual search technology showcased at this year’s Travel Technology Europe show.

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