EasyJet has launched a new app feature that allows customers to instantly book flights using just Instagram photos, without passengers even needing to know the destination.

In a first for the travel industry, the new technology allows those browsing photo-sharing site to take screengrabs of photos they see and then share with, or upload to, the easyJet app.

Look&Book uses advanced image recognition techniques to identify the location to match the photo to easyJet's 1000-strong destinations.

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

Created by creative agency VCCP in partnership with Travelport Digital , Look&Book will be promoted via a social media campaign, including a launch film. The easyJet app is currently available in English language only.

A Travelport spokesman said the company was confident the Look&Book tool would identify the destination from a photo, but if easyJet doesn't fly to that location it wll recommend a similar destnation based on the type of trip, for example an alternative beach or city served by the airline.

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."

Cormac Reilly, VP of Traveller Engagement Solutions at Travelport, added: "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.

"We look forward to continuing to explore new ways to further enhance the value the easyJet app provides to today's hyper-connected traveller."

Courtesy of Travelmole