# Exploratory Hospitality Tourism and hospitality brands push VR marketing forward with new schemes. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Aug 3, 2017 | Category: [World](https://www.trendhunter.com/pro/category/global-trends-and-hip-travel) Source: Trend Hunter, https://www.trendhunter.com/protrends/exploratory-hospitality ## Key Figures - Trend score: 4.2/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Dec 13, 2017 to Feb 28, 2019 - Published: Aug 3, 2017 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Artificial Intelligence](https://www.trendhunter.com/megatrend/artificial-intelligence) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Exploratory Hospitality trend ### 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. ### 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. ### 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. ## What the Exploratory Hospitality trend means for industry ### For 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 for Exploratory Hospitality Trend score 4.2 out of 10, from popularity 67%, activity 49%, freshness 8%. - Popularity: 67% - Activity: 49% - Freshness: 8% ## Examples of the Exploratory Hospitality trend 5 featured examples from Dec 13, 2017 to Feb 28, 2019. - [VR Airline Experiences](https://www.trendhunter.com/trends/vr-cabin-experience): A New Emirates VR Cabin Experience Gives Users a Glimpse of a New Plane (Category: World) Implication: Airlines have the opportunity to redefine the booking experience through the use of virtual reality technologies, providing a more personalized experience for travelers. - [City-Themed Festival Activations](https://www.trendhunter.com/trends/culture-trip): The UK's Culture Trip is Introducing Itself to the USA at SXSW (Category: Pop Culture) Implication: Offering travel-inspired experiences and showcasing global hotspots to attract tourists and adventure seekers. - [VR Travel Agency Lounges](https://www.trendhunter.com/trends/virgin-holidays-vroom): The Virgin Holidays' V-Room is Using Tech to Get People to Travel (Category: World) Implication: Travel agencies can adopt immersive VR experiences and contemporary design to attract and engage customers, offering a unique and innovative travel booking experience. - [VR Vacation Rental Features](https://www.trendhunter.com/trends/virtual-reality-home-tour): Airbnb is Using VR to Offer Virtual Reality Home Tours (Category: World) Implication: 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. - [Underwater 360 VR Experiences](https://www.trendhunter.com/trends/360-vr-experience): Barceló Hotels Arranges an Immersive Tour in the Canary Islands (Category: Eco) Implication: Opportunity for hotels and travel companies to offer virtual vacation experiences to a wider audience. ## Recent trend clusters - [Layered Getaways](https://www.trendhunter.com/protrends/short-trip-leisure) (World) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in World - [Electrically Powered Airline Seats](https://www.trendhunter.com/trends/premium-economy-seat) - [Family Rave Vacations](https://www.trendhunter.com/trends/family-rave) - [Free In-Flight Internet](https://www.trendhunter.com/trends/free-in-flight-internet) - [Flexible Luxury Motorhomes](https://www.trendhunter.com/trends/flexible-luxury-motorhomes) All articles: [World](https://www.trendhunter.com/world)