Whether anyone uses the tools or not in the long run, airlines are at least trying to give customers a different way of looking for flights - with EasyJet unveiling its Inspire Me platform this week.
The European low cost carrier has tried to switch the search process, moving on from the traditional From-To-Dates format to give users the chance to find flights based on what they fancy doing in the destination.
The idea is that because the airline has found through research that 40% of potential passengers do not know where or when they want to go, why not provide them with a tool which gives them a few pointers.
The platform allows users to set a budget, origin, rough time frame and then pick from a list of activities such as ski, nightlife, culture, beach, etc.
EasyJet is not the first airline to try this method out, of course.
In fact, British Airways has been playing around with various types of inspiration-led tools for a while, starting with a beta version of a tool called World Explorer in June 2010 which eventually morphed in to the more recent (April 2011) launch of TripSeeker, both products using trip types as the basis for airfare search.
It also unveiled a product called Holiday Finder earlier this year. BA's efforts, of course, were similar to the Amadeus Affinity Shopper project created in late-2009 and since adopted by Lufthansa.
The interesting point to note here is that if such tools were massively successful in terms of user experience and providing a new way for customers to search for products, why haven't more airlines introduced their own versions?