Virtual reality is the new Instagram

Vacations are all about the experience and, in planning them, travelers typically take to social media to get an idea of what a particular destination has to offer.

NB: This is a viewpoint by Abi Mandelbaum, co-founder and CEO of YouVisit.

Whether looking through status updates from friends on Facebook or scrolling through a resort’s Instagram feed, these platforms have become the main method for planning the perfect getaway—until now.

Why virtual reality?

Virtual reality (VR) is taking sharing travel experiences to an entirely new level. It has already become mainstream in the video game industry, with projections of consumers spending $5.1 billion on VR gaming hardware, accessories and software in 2016—up from the $660 million spent in 2015, according to a report from SuperData Research.

That same VR hype is beginning to trickle into the travel market, bringing virtual ways for consumers to explore everything from first class airline lounges to resort pool layouts via a helicopter ride above the New York skyline.

Today’s travelers spend time and money researching and planning the perfect trip, but all too often, they end up traveling to a destination that doesn’t live up to their expectations. By participating in a VR experience, travelers can learn the ins-and-outs of their dream vacation before even getting on a plane.

Consumers simply put on a VR headset such as Google Cardboard, Samsung Gear VR or the latest Oculus Rift, and they are immersed in a virtual travel experience through the use of 360-degree video, panoramic photos and even sensory elements.

Companies such as Thomas Cook, Marriott and Qantas Airways are quickly jumping on the VR bandwagon, offering virtual content for consumers to experience all the highlights that make a destination special.

Marriott Hotels took the leap into VR in September 2014 with its 4-D sensory experience using Oculus Rift technology. The hospitality giant enabled users to journey through VR versions of London and Hawaii, as part of a traveling marketing campaign.

Similarly, Qantas Airways launched a 3-D experience using Samsung VR technology as part of an inflight trial to see how virtual travel could enhance customer experience on long-haul flights. The three-month trial ran last year and was made available to customers in Sydney and Melbourne International First Lounges as well as in first class cabins on select A380 flights, where customers could virtually explore Australia’s Great Barrier Reef and Hamilton Island.

What travel agents need to know

Travel agents are also beginning to use VR to set themselves apart from their competitors by using the technology to help travelers choose the perfect vacation.

Agents can provide the technology to clients who want to virtually experience a destination before they fly, helping ease their decision to make a destination choice and motivate them to make even more travel plans.

UK-based Thomas Cook is spearheading the “Try Before You Fly” campaign to encourage travel agents to use VR as a tool, especially in European markets where travelers still prefer to book excursions through physical travel agencies instead of online.

In January 2015, the company partnered with Samsung and VR filmmakers Visualise to produce a range of experiences such as a helicopter tour of New York or a trip to the pool at a Sentido resort in Rhodes, Greece.

Using the Samsung Gear VR headset, customers were able to try these experiences at Thomas Cook stores in the UK, Germany and Belgium. The result: Thomas Cook saw VR-promoted New York travel revenue increase by 190 percent last year, according to BloombergBusiness.

Thomas Cook’s revenue increase shows that virtual travel is not intended to replace real-world travel, but to encourage and entice travelers to experience the real thing.

The technology is especially valuable for travelers in search of off-the-beaten-path destinations that don’t have top-tier attractions but may have less-known natural environments or cultural offerings to experience first-hand.

Customers will also be able to choose hotels easier by virtually walking the hotel grounds instead of merely looking through a photo gallery on a hotel website.

In order for the technology to work, however, hotels and other destination venues have to take advantage of the growing trend and develop VR experiences that travel agencies can access.

Marriott continues to lead the pack after launching VRoom Service in September at hotels in London and New York, where guests can order a VR device to their room and watch VR experiences in destinations such as Chile, Rwanda or Beijing.

As the VR concept continues to popularize in 2016 across many industries, virtual travel will start to replace social media in helping travelers choose and book their dream vacations with no regrets.

And in no time, 360-degree videos will become the next vacation selfie.

NB: This is a viewpoint by Abi Mandelbaum, co-founder and CEO of YouVisit.

NB2: Image by Shutterstock

Marriott