Staying on top of new developments is a must for companies that want to remain competitive in any industry. The travel industry in particular has embraced a variety of different technologies to reach out to new customers, perhaps the most important being virtual reality technology.
The growing popularity of VR technology has been fueled by the production of increasingly affordable VR headsets, like Oculus by Facebook and recent 360-degree image functions that are now standard for smartphones. With the power of virtual reality, travel companies can nurture existing relationships, develop new customers, increase interest in travel, and serve customers better in general.
In this article, we will talk about how VR is changing the travel industry by encouraging travel companies to implement the technology in their sales and marketing strategies.
What is virtual reality?
Virtual reality, in its true form, involves a VR headset that immerses the viewer in a digital environment. By utilizing high quality images and sounds (and in some cases even physical sensations), the user is transported to another world that is almost indistinguishable from the one they left seconds ago.
The power of perception is truly revealed when people use virtual reality technology, which can manipulate sight and sound to convincingly mimic different worlds and destinations. People riding on a virtual reality roller coaster, for example, never leave the same spot on the floor yet will scream and cheer as they virtually barrel down steep cliffs and twirl around virtual theme parks.
In simpler form, virtual reality can be utilized by 360-degree tours, which capitalizes on common smartphone technology to allow users to virtually “walk through” a space. When on a 360-degree tour, viewers can turn around, look at ceilings, look at floors, walk through hallways, and open doors similar to a real tour.
Marketers are increasingly using VR because it takes them beyond basic images and videos, allowing users to “experience” the product or service they are being sold.
Virtual reality is a step up from livestreamed videos, which are another popular tool for engaging audiences. With the increasing use of cloud-based technology, streaming videos are losing their novelty as more modern technology is developed.
For example, according to cloud computing expert Barbara Ericson from Cloud Defense, most people already use the cloud and streamed videos through common subscription-based services such as Netflix and Hulu. Virtual reality allows users to have a newer experience that truly leaves a lasting impression.
The travel industry and virtual reality technology
The year of 2020 was dominated by the coronavirus pandemic, which hit the travel industry especially hard. The silver lining of this difficult year is that it has underscored the importance of technology within the sector. To be competitive, companies must have an adequate budget for digital marketing and new technology to reach broader audiences.
Virtual reality is a great investment for travel companies because it allows them to connect with customers and nourish relationships with existing clients even during lockdowns.
Travel companies are all about customer service and providing clients with an experience to remember. Virtual reality can give potential clients a taste of that experience and can be a great way to build sales pipelines and shore up new business for when the pandemic lifts.
One of the most important skills travel companies must have is the ability to communicate thoroughly and clearly. However, a common challenge they face is that sometimes a client may not know how to adequately describe the experience or feeling they are looking for in a hotel, conference center, function space, or destination.
Virtual reality can provide information to potential clients and answer questions faster and more efficiently than phone calls or emails. In many cases, a client may not even know what they want until they see it, and virtual reality is a great way to convey that.
VR as a “try before you buy” sales technique allows travel companies to maintain relationships with clients, build connections with new customers, and enhance overall communications.
As we all know, photos of hotels and function spaces can be outdated or misleading. You should note, though, that flaws and exaggerations are much more difficult to hide when using VR technology.
But using new technology is not always easy for companies. A recent study reveals that 93% of companies report encountering problems with digital transformation. It’s important to work with vendors and professionals who are familiar with the type of technology you want to use before utilizing it as part of your marketing strategy.
