Category
World
Layered Getaways
Trend cluster
Category
Exploratory
Hospitality
Tourism and hospitality brands push VR marketing forward with new schemes.
4.2
Trend score
Trend
What is the Exploratory Hospitality trend?
Exploratory Hospitality: Tourism and hospitality brands are leveraging the low cost of virtual reality pop-ups as a means of effectively communicating their value in a visceral way. This progression demonstrates the continued interest in multisensory experiences. It opens up an opportunity for brands to embed themselves into physical spaces consumers occupy daily, while creating more more meaningful connections through brand touchpoints such as activations.
Trend themes
Themes within the Exploratory Hospitality trend
Three behaviours holding the trend together01
Virtual Reality Pop-Ups
The low cost of virtual reality pop-ups enables tourism and hospitality brands to communicate their value in a visceral way, creating more meaningful connections through brand touchpoints such as activations.
02
Immersive Travel Experiences
Offering immersive experiences such as VR vacation rental features, VR travel agency lounges and Emirates VR cabin experiences allow customers to connect with travel brands through virtual experiences before stepping on board.
03
City-Themed Festival Activations
Culture Trip's introduction to North America at SXSW offers event attendees the chance to experience global hotspots in a festival environment, giving the brand an opportunity to make a lasting impression on potential customers.
Industry implications
What the Exploratory Hospitality trend means for industry
Where the trend changes the playbookFor
Travel and Tourism
Low-cost VR pop-ups, immersive travel experiences and city-themed festival activations offer new ways for travel and tourism brands to connect with customers through visceral experiences.
For
Marketing and Advertising
The use of virtual reality in marketing campaigns offers opportunities for brands to create more meaningful connections with customers, through brand touchpoints such as activations and tours.
For
Technology
Advancements in VR technology allow for the creation of immersive experiences, such as Emirates VR cabin experiences and underwater 360 VR experiences that allow customers to experience products and services before purchasing.
Workshop question
How can you leverage virtual reality in order to highlight headlining elements of your product or service best experienced firsthand?
Trend signals
Trend signals for Exploratory Hospitality
Trend score 4.2 out of 10, from popularity 67%, activity 49%, freshness 8%.
Popularity67%
Activity49%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Exploratory Hospitality trend
5 featured examples from Dec 13, 2017 to Feb 28, 2019CategoryWorld
VR Airline Experiences
A New Emirates VR Cabin Experience Gives Users a Glimpse of a New Plane
Airlines have the opportunity to redefine the booking experience through the use of virtual reality technologies, providing a more personalized experience for travelers.
CategoryPop Culture
City-Themed Festival Activations
The UK's Culture Trip is Introducing Itself to the USA at SXSW
Offering travel-inspired experiences and showcasing global hotspots to attract tourists and adventure seekers.
CategoryWorld
VR Travel Agency Lounges
The Virgin Holidays' V-Room is Using Tech to Get People to Travel
Travel agencies can adopt immersive VR experiences and contemporary design to attract and engage customers, offering a unique and innovative travel booking experience.
CategoryWorld
VR Vacation Rental Features
Airbnb is Using VR to Offer Virtual Reality Home Tours
Using VR and AR to enhance guest experience while booking and staying at vacation rentals can increase competitiveness and customer satisfaction in the hospitality industry.
CategoryEco
Underwater 360 VR Experiences
Barceló Hotels Arranges an Immersive Tour in the Canary Islands
Opportunity for hotels and travel companies to offer virtual vacation experiences to a wider audience.
