Customers visiting the UK site on ba.com can now create their dream holiday by ‘picturing’ the perfect trip.

They choose from a number of interlocking images that represent different holiday experiences. Once the selections have been made, the site will present a range of relevant destinations suited to that individual choice.

As well as the website, BA is using LCD screens based with Westfield shopping centre to help shoppers create their own dream holiday. The screens based within the London shopping centre will allow shoppers to tap and swipe through a number of prompts and options to create their perfect holiday.

Matt Armstrong, head of marketing and distribution for BA Holidays, said: “We believe that by putting the fun and emotion back into searching for holidays, we can surprise people by suggesting destinations they may not have considered.

“By using generic destination images alongside lifestyle images we can showcase the wide-ranging appeal of the destinations we support.

“This is a different approach from other tour operators and we hope it will make our holidays stand out in a very competitive market.”

Customers can share their results through email, Twitter, Google+ and Facebook.