BA launches digital platform for choosing holiday destinations

British Airways (BA), the UK’s national carrier, has launched a digital platform that is intended to help holidaymakers to choose their ideal holiday destination, through a visual and social online tool.

The new digital platform, named Picture Your Holiday, was designed by BBH London and created by Monterosa, a mobile agency recently acquired by BBH. The move comes after EasyJet created its own holiday CRM tool last October, which it called Inspire Me. Inspire Me uses a scroll bar to display varying budgets, airports and holiday themes for European customers.

The platform features a visual mood board that offers customers a range of interlocking images that show different holiday destinations and experiences, including beach scenes, mountain hikes, cityscapes, art galleries etc, which can be dragged into a concertina-style book. Once a selection of images has been compiled, BA produces a range of tourist destinations that suit the individual profiles that users have created. These ideas can then be shared with others through Facebook, Twitter, Google+ and email.

The work is being supported by digital and outdoor activity, including interactive digital outdoor ads on touch screen LCD screens at Westfield shopping centre. The screens have been produced and built by Grand Visual in association with Kinetic Fuel, and mimic the online experience.

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,’ he added.