While those of a certain era might find it freaky, facial recognition technology is the wave of the future. It’s why the Hawaii Tourism Authority (HTA) and Expedia are set to ride that wave, hoping the interface with tech-savvy millennials will draw more of them to the islands.

HTA and Expedia’s forward thinking deserves praise as they launch their “Discover Your Aloha” facial recognition campaign Monday at the start of the 2016 Hawaii Tourism Conference. But the agency and travel site must tread carefully to ensure that opting out is a clear alternative and that privacy issues tied to facial screenings are fully addressed.

Indeed, the American Civil Liberties Union (ACLU) has raised concerns about the technology, including the potential for widespread tracking of the public, stalking and harassment. But based on millennials’ easy use of social media, it would seem that online privacy is not a major sticking point.

In a day and age when most people, especially younger generations, are glued to their smartphones and laptops, employing cutting-edge technology is a surefire way to garner their attention — and possibly woo them to Hawaii.

Under the Discover Your Aloha campaign, potential travelers give permission to activate the campaign’s facial recognition component, which then uses the traveler’s personal web and mobile cameras. Site users are shown drone footage and scenic videos of Hawaii and Expedia’s booking sites monitor their facial reactions to make travel recommendations.

Imagine — a wince, a smile or a look of amazement become tools to market to the individual.

The partnership with HTA is Expedia’s first facial recognition project, and the company says it has the potential to increase Hawaii bookings and bolster customer satisfaction — both of which have a direct impact on the state’s economy. Although Hawaii has seen record-breaking tourism numbers month after month, the high-tech marketing effort is a bold way to maintain that upward track.

While it’s unclear how many potential viewers will give their permission for facial screening, Expedia reaches 90 million people every month across its platforms. Over time, even if the partnership were to latch on to just a small percentage, it could be money well spent. The Discover Your Aloha campaign is just one facet of the HTA’s $7 million technology investment made over the past year.

Expedia is being cautiously optimistic about the technology, which is a wise approach. “We’ve learned, especially when you do something new, to approach it with a ‘test and learn’ philosophy,” said Noah Tratt, Expedia’s global senior vice president.

Site visitors who don’t opt into the facial recognition feature will still be able to see the campaign’s videos, which showcase dramatic imagery across Oahu, Kauai, Lanai, Maui, Molokai and Hawaii island, Tratt said. That’s important to note: While the state is targeting millennials, it should also capitalize on the potential business from those who aren’t as comfortable with the technology.

Social media is connecting people around the world as never before, and HTA’s innovative campaign aims to position Hawaii into those conversations. Once participants are detected with smiles and excitement on their faces watching stirring images of the islands, it’s hoped that subsequent marketing will lead them here, to discover their aloha in Hawaii.