Virgin Holidays is the latest to tap into the Aurasma augmented reality platform to try to bring the holiday retail experience to life.
The operator has unveiled a new iPhone application with special offers, a store locator for its 100 retail outlets and the augmented reality feature.
The AR feature can be used with brochures as well as a number of other triggers within stores to deliver customers to the destination with video and sound.
Offers, accessible via the feature, will be hidden within stores and users can also access the operator's new 'You Are...Here' campaign.
The augmented reality app, is in addition to Virgin Holidays brochure app which the company says has received a 100,000 downloads. Android and iPad versions of the new service will be released in the coming weeks.
The operator's foray into augmented reality comes on the heels of other travel companies including Kuoni and Saga Travel who have also worked with Aurasma on similar functionality.