The Hawaii Tourism Authority is taking a high-tech approach in a bid to attract more visitors.
HTA has teamed up with Expedia to use facial recognition tech to lure young travelers.
It says the Millennial market is one of the largest for potential first-time visitors.
The program monitors facial expressions from users watching drone video footage of travel experiences in Hawaii.
"This is the first marketing campaign of its type. Expedia has never done it with facial recognition with drone footage and no other destination has done it," said Leslie Dance, Hawaii Tourism Authority’s vice president of marketing and product development.
"You look at the overall thing and you react, and the facial recognition will see that. Ultimately, you’re served up the kind of vacation you might like, the itinerary you might like."
HTA said no personal information will be stored of users logging in to the program.
It is part of a $7 million package of new initiatives tapping next generation technology.
"We’ve had five great years but we need not rest on our laurels and we need to make sure we’re doing things to attract the next generation of traveler," Dance said
