The travel industry is undergoing a transformation with the advent of virtual reality technology. VR headsets have gained popularity as mainstream consumer products. Now, they’re being recognized and explored as powerful marketing tools. They offer immense potential for the travel and tourism industry by allowing consumers to explore destinations through virtual reality vacations.
VR tech
VR technology immerses users in digital environments through the use of specialized headsets. By combining images, physical sensations, and sounds, users are transported to virtual worlds where they get to move and interact with their surroundings. While VR has quite a lengthy history, recent advancements in high-powered headsets from companies like Sony and Samsung, as well as more affordable options from Google, have propelled the technology into the mainstream. VR is commonly used for watching interactive content and gaming. While entertainment remains a primary focus for VR applications, marketers have recognized the potential of this technology. VR headsets offer an opportunity to go beyond traditional marketing methods by allowing consumers to “experience” the product that they’re sold. Marketers are also exploring the use of VR-based user interfaces, which might be replacing conventional mobile or computer devices.
Virtual Reality for travel
The travel industry, in particular, has quickly embraced VR technology due to its ability to provide immersive experiences. Unlike traditional products, travel experiences cannot be fully conveyed through static images or descriptions alone. VR travel technology offers marketers a very effective way to give potential customers an opportunity to see what they can expect, facilitating informed decision-making. When booking hotel rooms, travelers often seek extensive information to make an informed choice. This typically involves reading descriptions, looking at images or videos, reading customer reviews, and seeking opinions on various platforms. However, VR can significantly streamline this process by providing an immersive experience. Many travel companies and hotels now offer virtual reality experiences on their apps or websites, which allows users to explore digital representations of hotel rooms or local attractions. This “try before you buy” approach provides a unique advantage, enhancing customer satisfaction and transparency. VR travel in this industry is still in its early stages, but numerous companies have started testing VR headsets and discovering practical applications.
Booking
Some brands have taken VR further by offering the entirety of the booking process as well as the user interface within a VR headset. This eliminates the need for traditional input devices like a computer mouse or a touchscreen for flight or hotel reservations. Integrated with other VR uses, this creates a seamless booking experience where users can explore different rooms, compare amenities, discover local attractions, and access essential information. And the users get to do all that in one place.
Virtual hotel tours
One prominent example is using VR for virtual tours of hotel rooms or hotels in general. This enables potential travelers to experience the hotel environment before making a reservation, offering a level of transparency beyond traditional images. Virtual tours are typically available on hotel websites or distributor platforms and require the use of a VR headset. These experiences often consist of simple 360-degree images, compatible with social platforms and simpler VR technology.
Virtual Reality destinations
VR is empowering travel agents, hotels, and other tourism-related businesses to provide potential travelers with VR travel experiences. Users can sample key attractions that are more likely to attract them to a particular location. For example, a hotel in New York City might offer a virtual experience of standing atop the Empire State Building. Meanwhile, a hotel located near a theme park could provide a virtual roller coaster experience. This ability to showcase experiences allows for selling flights, rooms, and travel experiences or solutions based on the unique adventures they provide.