Estonian Air has opted for a more 'privacy conscious' social seating programme with the launch of Let Me Think.
The technology, developed by Airsavings, enables passengers to integrate their Facebook profile into the booking path to save time and see who else is on their flight.
By pressing a 'use Facebook' button passengers are also agreeing to let others see their profile.
Let Me Think also allows passengers to hold a fare for up to 48 hours enabling them to share potential plans with friends and family before purchase.
Airsavings says other European airlines plan to follow suit with the initiative and that it opens up an additional revenue stream as well as new potential customer leads.
The airline is charging Euros 12 per ticket for the service.
This is not the first time Estonian Air has tapped into social media with the airline claiming a first last year with the launch of its AirScore social loyalty programme.
The Facebook-based initiative enables consumers to earn loyalty points by sharing information about the airline with others.
A spokesperson for the airline says the plan is to extend AirScore to new markets in the near future once changes have been made to make it easier to use.
Other airlines, notably KLM with Meet and Seat and more recently Air Baltic with Satisfly, are also trialling social seating initiatives.