What has a virtual car showroom got to do with travel? Probably not a lot until you consider how the same technology might be applied to the travel sector.
Enter ZeroLight, which staying true to its game development background, has developed 3D visualization technology to help companies really show off their products and services.
The virtual car showroom is a good example because it enables someone buying a (probably high-end) car to build up a great picture of the vehicle as well as pimp their ride with all the available options.
Fine, but, what's more interesting is that ZeroLight has already worked with an unnamed airline to help visualise the concept for a new business class product. And, the company tells us it is also talking to a hotel company to help design a room.
The company is also talking to airlines about using the technology within lounges enabling passengers to scan their boarding pass, be shown where they are sitting on the plane and be offered an upgrade.
ZeroLight was just one company showcasing its wares at the Samsung Futurescape event this week in the UK, where the electronics giant was keen to show how "increasingly relevant in B2B" its smartphone, tablet and other technology can be.
Zafire was highlighting its interactive technology via huge screens for places such as airports and train stations to display a huge range of information such as eating and shopping outlets at the airport as well as in-destination information.
The company also showed off its technology enabling passengers to access, via smartphone and a QR code, information such as flight, gate and whether there is time for a coffee. As other technologies such as beacons develop, the company will experiment.
One thing to note is that this keeps the passenger in control as opposed to having information pushed to him/her.
The 'time for a coffee element' is interesting because airport operators seem to struggle with having passengers sit down for too long when they could be shopping.
We're told that eateries are set targets to get the customers in, seat and serve them, all within about 12 minutes. It might give you indigestion just thinking about it but nGeneration is using its know-how in hospitality management systems to make for a improved passenger flow and a more seamless experience.
Simple concepts such as enabling customers to say when they'd like to sit down at an airport eaterie and pre-order allow outlets to speed them through much more efficiently.
A quick shout-out for the startup, Uberated, amongst the other more established players, which uses tablets to provide customers find more information such as expert opinions on high-ticket products such as cameras.
Being only a few months old, the newbie doesn't have much information yet on how much research passengers have done before arriving at the airport and how the service increases conversion. However, the company tell us that about a third of customers delay purchases because they can't find the information they need.
Finally, there was Atos-owned Worldline with a number of services to help transport companies operate more efficiently behind the scenes as well as some more consumer-facing ideas for shops. The company had a huge screen of football boots enabling customers to shop by brand or even by their footballing hero.
It's not difficult to see how this translates to travel in terms of the screens displaying travel video content or everything a travelling family might need to know about say, Disney Resort, such as parks, rides, hotels, online maps and live feeds of relevant events.
A representative from the company says the technology keeps people engaged for much longer and says it's about "taking a traditional retail sale and adding the online experience."
Companies with big retail portfolios such as Thomson and Thomas Cook are already putting some of these concepts in place with the high-tech stores they have opened in recent months.
Samsung itself has high ambitions of getting a slice of this B2B market. The company hopes B2B will account for 25% of its revenue by 2020.
Graham Long, vice president of the business enterprise team, says:
"If you look at what's happening with rail, airports, airlines and ferries - it's all about how are they better able to address the needs of the customer.
"We are going to work increasingly with third party providers to take the technology and turn it into something relevant."increasingly from Samsung"
The company also used Futurescape 2014 event to unveil a 'Next Generation Transport Experience' white paper put together in conjunction with Ovum.
The paper highlights trends such as how the travel and transport sectors will have to manage the increasing population in cities as well as the opportunities to use smartphone data to make for a smoother journey and more efficient.