Given how crummy some airline websites are, it makes sense EasyJet is not looking to competitors for digital inspiration.
Malaysia Airlines has so much more to worry about than stunts like this, especially since they distract from the airlines' post-disaster(s) rebuilding process.
Travel companies have taken myriad paths toward balancing travel inspiration and bookings. Will too much inspiration detract from the business of transactions? Joie de Vivre Hotels' website redesign is an experiment in finding a proper equilibrium.
In its website redesign, Virgin America is going for simplicity and responsive design regardless whether a traveler is on a smartphone, tablet, or desktop. The idea is to ease the pain of booking by making it visual and easy.
When launching a new country site, companies have to consider the signals they are sending at the local level versus resource allocation.