The Hawaii Tourism Authority (HTA) and Expedia have joined forces on a travel marketing campaign, promoting vacations in the Hawaiian Islands with new facial-recognition software.

Titled "Discover Your Aloha," the campaign makes use of a microsite,, that offers users a chance to view drone video footage captured in the Islands. As the video plays, the site's facial-recognition software, developed specifically for the campaign, identifies which imagery elicits the most positive response from the viewer.

A facial recognition algorithm then identifies the viewer's personal preferences and creates customized travel recommendations within Hawaii. Site users can then book a personalized vacation package that offers discounts of up to 50%, including exclusive offers from participating Hawaii hotels.

"'Discover Your Aloha' is the first campaign where we integrated facial-recognition software and is an example of the type of innovation we can bring, at scale with our global audience, to our marketing partners," Noah Tratt, the senior global vice president of Expedia Media Solutions, said in a statement. "The campaign was custom-designed and -built for the HTA, from start to finish, as a unique way to inspire, inform and incite travel to the Hawaiian Islands."

The yearlong campaign, launched Sept. 26, functions on desktop and mobile devices and is aimed at consumers across not only the U.S. but also Canada, Australia and New Zealand, with promotional advertising running on Expedia,, Orbitz and Travelocity.

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