easyJet has unveiled a brand-new app feature allowing customers to instantly book flights using just a photo without them even needing to know the destination.

In a first for the travel industry the state-of–the-art technology allows those browsing Instagram to simply take screengrabs of amazing, inspiring photos they see and then share with, or upload to, the easyJet app.

Look&Book then uses advanced image recognition techniques to identify the location to match the photo to easyJet’s 1,000-strong destinations on offer throughout Europe. 

The new app feature not only recognises the destination, but also suggests the nearest airport and pre-populates the booking form with those details.

The innovative image-recognition technology has never been applied in this way but easyJet has now created the technology to give passengers an additional way to book - an Instagram inspired trip, in just a few taps.

Created by creative agency VCCP in partnership with Travelport Digital, a leader in digital travel solutions, Look&Book is supported by a social and DOOH campaign which will include a launch film.

The easyJet app is currently available in English language only.

Daniel Young, head of digital experience at easyJet, commented: “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.”