According to a Travolution report, British Airways has joined forces with Microsoft to develop a media rich research and booking tool for its website.

The project is based on Microsoft Silverlight rich media technology and aims to move away from traditional web selling by trying to inspire customers with detailed tourist information, pictures, video and other graphics.

The ‘Inspire Me’ tool tries to get behind people’s emotions when they come to the site looking for a holiday by breaking it down into what they want to do in destination, what their perfect night out is, what they like to eat and what style of place they want to stay in.

So will BA give the Online Travel Agencies a run for their money? We’ll have to wait and see……..