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Travel, the metaverse is already here: here’s how – GuidaViaggi

Far from being a passing fashion, one that deflates as soon as the next one arrives. Let’s talk about the metaversowhich is proposed as unavoidable bridge between real and virtual world and that has become trends since when Facebook decided to rebrand his group in Metain October 2021, just thinking about this new frontier.

The big brands are on the move

But as he explained Mitra Sorrells are Phocuswire“Facebook is just one of many large companies with a strong interest in the metaverse. McDonald’s, Coca-Cola e Gucci these are just some of the mainstream brands that are already working to reclaim a space in this three-dimensional virtual world ”.

Not by chance, the IT consultant Steve Bambury recently stated – during an event of Travelport in Dubai – which also for the companies of the travel industry the time has come to take the right steps in the direction of the metaverse, on pain of being left behind. “This is not a bubble: it is the evolution of information technology. Our real world is 3D, so it makes sense to engage in a 3D tool. “

But what is the metaverse?

Speaking to the public of travel and technology providers, Bambury described the metaverse as the convergence of virtual reality (VR), extended reality (XR), space computer science e immersive technology con blockchain, NFT e Web3. “All these elements are converging, and ‘metaverse’ is the nebulous term that sums them up.”

In addition to a futuristic way to interact, in short, the metaverse promises to be a vector of virtual content capable of capturing the attention of consumers much more than what happens through traditional channels. “There is no medium that has the emotional power of virtual reality,” remarked the consultant. And this is good news for travel companies, with theinspiration that can create wish and, consequently, lead to a reservation.

Travel applications: VR but not only

Okay, and metaverse be it. But how to apply it concretely to travel? Also on this, Bambury gave some ideas, making it clear three different ways where the travel and tourism industry will be able to use it profitably. The first and simplest, and which has been around for several years, is the use of VR to make the user experience a destination or a travel experience. Bambury mentioned apps such as Wander, Brink Traveller, National Geographic Explore, Sygic Travel e Travel World VR as examples of how virtual reality can help travelers to virtually “see” a place, “creating the emotional drive to see it for real”.

More complex applications also go beyond virtual reality and create more interactive engagement with consumers in the metaverse. “Everyone will eventually have spaces, shops and places to reach customers in the metaverse,” Bambury said. For a travel provider, for example, you can think of a real one virtual shop in the metaverse in which consumers can have face-to-face conversations with counter operators.

An adv without walls

Using the possibilities offered by technology, for example, a customer could ask for information about a specific destination e the virtual walls of the store could disappear to place it in that destination while hearing about a specific hotel or tour. And if the showcase is virtual, Bambury said that conversely the need for brands to approach the metaverse is very real. With lots of “real estate” valuations, just saying. “Land near Nike or Snoop Dogg will cost more. So getting into the metaverse today can be very helpful. The sooner you enter, the more choice you will have “.

On vacation in ancient Rome

A third, and more long-term, travel application will be the creation of complex immersive experiences within the metaverse. Bambury predicted that in the next 5-15 years, consumers will be able to choose whether to virtually travel to “destinations” such as ancient Rome o the fictional island of Atlantis. “As ridiculous as it may seem, it is a real possibility: the idea of ​​virtual travel in impossible placesin the past and in the future. People won’t stop taking real tripsbut they will start integrating their real journeys with crazy experiences like these. “

It takes time: better start now

And while it may take years, before the metaverse transforms from concept to daily tool for marketing and travel sales, Bambury noted that brands would do wise thing to anticipate the approach, because it will take “a lot of people and a lot of time” to build the worlds in the metaverse. “There is a big misunderstanding that it is a quick and easy tool to build. It is more like the development of a video game or film than to the creating a tweet or post on Instagram. We are talking about a technology that is in a nascent state and has a long way to go, but it is about making companies, and the entire travel industry, future-proof ”.

Tags: Brink Traveller, Facebook, National Geographic Explore, Sygic Travel, Travel World VR, Travelport, Wander

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