Maurizio Pesce/WIREDCreating Innovative
Travel Experiences
with easyJet
Sneakairs
"The Sneakairs are yet another example of how easyJet is always at the forefront of technology. Our passengers embrace technology before they travel and while they travel with us, so why not once they arrive at their destination?" Peter Duffy (former) Chief Commercial Officer easyJet
"The Sneakairs are yet another example of how easyJet is always at the forefront of technology. Our passengers embrace technology before they travel and while they travel with us, so why not once they arrive at their destination?" Peter Duffy (former) Chief Commercial Officer easyJet
The Context
In 2014, easyJet celebrated its 20th anniversary, marking two decades of connecting Europe through affordable flights and a commitment to making travel as simple and enjoyable as possible. With an eye on the future, easyJet was eager to embrace new technologies that could elevate the customer experience throughout the entire journey, from booking to arrival at the destination. Building on their previous digital innovations, like the mobile host technology in their app and wearable tech for staff, easyJet needed fresh ideas to keep their brand at the forefront of the travel industry. After leading a successful pitch for easyJet’s digital and social account, I collaborated with a colleague to shape easyJet’s digital and social strategy, underpinned by my research into the latest trends shaping the airline and tech industries.
My role
As part of the project, I proactively led a research initiative focused on emerging technologies and their potential impact on the airline industry. I identified key opportunities to integrate new solutions across the customer journey—from planning and booking to in-destination experiences. One of my key recommendations was to incorporate haptic sensors inside shoe soles—a solution that would guide passengers through airports and cities using vibrations to indicate the correct direction.
The idea was designed to offer added value for travellers, allowing them to explore a city without the distraction of constantly checking their phone. This innovation directly aligned with easyJet’s brand promise of making travel simpler and more enjoyable, allowing users to soak in all the destination’s features without constantly being distracted by their phone.
The Work
easyJet’s Head of Marketing, Peter Duffy, embraced the idea. easyJet partnered with D6, a Spanish agency, to develop Sneakairs—a pair of sneakers equipped with haptic sensors to guide travellers around Barcelona. The shoes were launched alongside the Barcelona Street Project, where travellers could use them to visit the city’s iconic landmarks without needing to rely on maps or GPS. The Sneakairs used advanced technology, including Bluetooth sensors, a microcontroller, and the Google Maps API, to transmit real-time location data between the shoes and the passenger’s smartphone. The shoes would vibrate to indicate turns and automatically recalibrate if the traveller took a wrong turn, ensuring a smooth journey through the city. The innovation drew immediate interest from both travellers and the tech community.
Maurizio Pesce/WIREDMaurizio Pesce/WIRED
Maurizio Pesce/WIREDThe Result
The Sneakairs project was a resounding success, generating significant media coverage in leading outlets such as Wired, Business Insider, Gizmag, and Condé Nast Traveller. The product was recognised for its unique combination of practicality and innovation, and Business Insider even praised the sneakers for being “an impressive product” that could appeal to frequent travellers.
Beyond the media buzz, the Sneakairs helped cement easyJet’s reputation as a brand leader in technology and innovation. According to Peter Duffy: "The Sneakairs are yet another example of how easyJet is always at the forefront of technology. Our passengers embrace technology before they travel and while they travel with us, so why not once they arrive at their destination?"
“What’s more shocking than the shoe colour is that easyJet has made an impressive product. As a Brit, easyJet has always been one of those budget airlines that attempt to squeeze the customer of every inch of comfort and enjoyment to rake in the profits, but this is a genuine smart wearable product that could definitely be used by frequent travellers, as long as we get a few color options.”
Business Insider