Luxury hotel chain Palace Resorts has worked with Expedia Group Media Solutions’ in-house agency, Creative Partnerships, to develop a microsite that lets visitors put together their ideal holiday by tracking their eye movement to gauge interest in a particular feature.
It’s all part of a new “Never Lift a Finger” campaign, offering personalized recommendations of the Palace Resort properties that would ideally suit the interests visitors, reflected by viewing the short video clips on the microsite.
When visitors enter the site, they are prompted to grant access to their web cameras which facilitates eye-tracking (or consumers can elect to point and click on the images they find most appealing). As five different sets of parallel videos play - each reflecting to alternative travel experiences - the facial-recognition software will measure interest by how long a user looks at one of the travel options-related images.
Once a user has focused on the same video image for a few seconds, the software confirms that selection and moves through to the next set of parallel images until the quiz is complete. The site then suggests a property offering.
Visitors then have the opportunity to book the property on Expedia or to select from alternative properties which match the preferences based on quiz results.
It is an attractive microsite and a fun way to help visitors visualize themselves already on holiday.
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