Ever since the days of booking whichever was the cheapest option on Teletext, people have been deciding for themselves where they want to go for their holidays. Yet while the world is the holiday hunter’s oyster, so often people settle for obvious, uninspired getaways.  

One way to think outside of the box is to pack your bag first, and see where that takes you. This is the concept behind Virgin Atlantic’s latest campaign, Let It Fly, which curates a hypothetical holiday based on the items in your virtual suitcase.

The website, created in collaboration with digital agency adam&eveDDB and Acne Production, generates a recommended destination (a bag packed with surf wax, a museum guide, a shaving kit, a Klean Kanteen, a polaroid camera and a pair of jeans recommends a trip to Los Angeles) and a personalised inspirational video whilst scouring social media for trending hotspots that relate to your trip, compiling a brief To Do list with links to Google Maps.

To pack a bag for your own potential dream holiday, tap an item on the screen to change it or select an arrow to change the entire theme.  Swap a Havana hat for a snorkel, an SLR for GoPro, or G-Shock for FitBit, and see where you could be jetting off to.

We've seen a number of services catering to a millennial urge for unique travel experiences.  Whimsy is travel site that allows users to browse a list of curated destinations, all of which are chosen for being somewhat off the beaten track.  Options are given at budget prices and accompanied by a weather filter to ensure users visit at the right time of year.