Hotels, tourism boards and many others have been extolling the virtues for years of getting a sneak peek of a destination or product via virtual reality.
We will all remember the beginnings of a craze a few years back when device-hosted augmented reality kind of came and went as a way of making tourists look daft as they wander around a destination.
But now that the technology has improved quite a bit and the production costs have fallen, brands are throwing themselves back into the idea that consumers are probably not averse to some kind of pre-trip tour on video.
Every little helps, especially at the high-end of the hotel spectrum, when it comes to wooing potential guests.
The supposed opportunity here is that virtual reality can not only showcase a product in a semi-realistic way but also raise expectations (in a good way, hopefully) of the traveller ahead of a trip or hotel stay.
Luxury hotel chain Shangri-La has quietly launched this month (via Singapore-based Brand Karma) a series of interactive videos (it helps that YouTube has the virtual tour capability built in now, too) of some of its properties and destinations.
For example, Lhasa in Tibet:
Where this starts to get particularly interesting for marketers is that users can also download the file and plug into a dedicated virtual reality device, like an Oculus Rift, and then explore via that method, too.
The chain's remaining properties - after the initial 25 - are expected to be added to the VR promotion over the course of the next few months.