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AR, Culture, Lifestyle, Travel, VR

Anyone who has booked a vacation has experienced that uncertainty about value for your money because there is so much ambiguity when it comes to what your amenities are, the quality of the resort, what your actual hotel room will look like, and even what some of the sights are at the destination. Enter VR Travel, and watch as VR disrupts yet another industry.

Before VR, consumers have had to trust in reviews from other travellers, what could be false or misleading ratings from travel agencies, and the authenticity of experiences, photographs, and videos of the destination to drive the decision-making vehicle when investing in a trip; however, with the power of VR travel, this doesn’t have to be an issue anymore. Now, we have the power to show consumers exactly what they should expect to experience when they arrive at their destination. It’s true try-before-you-buy experience, and it’s a winning pitch for travel marketers.

VR can be used a couple different ways when it comes to traveling such as,


Marketing travel destinations

VR travel experiences can be used to promote and sell seats for travel destinations. Businesses such as resorts, airlines, travel agencies, and online travel e-commerce platforms can now show consumers popular destinations, destinations that they should consider traveling to, or destinations with deals on flights or accommodations by immersing them in VR.

By allowing consumers to have a detailed experience of the location in virtual reality, they can get a sense of presence in the destination and decide if it’s right for them, and if they should book or not.





 


Previewing destinations with VR travel allows booking agents to create an emotional connection that helps consumers see value and complete their bookings. Thomas Cook, for example, found there was a 190% uplift in New York excursions for people coming from the UK after people tried a 5 minute version of the holiday in VR.

“Thanks to working with Visualise [VR] Thomas Cook was the first travel company to deliver in-store virtual reality to customers, we’ve been nominated for numerous innovation awards, and we’ve seen a good conversion rate for bookings made after viewing the VR content.”


Lynne Slowey, Head of Digital Content, Thomas Cook

Carnival Cruises have also been early adopters of VR travel marketing – their 360-video tours and VR travel experiences are designed to provide the experience of an “instant Caribbean vacation” and entice emotional connections and aspirational bookings.



 



“We know that many first time cruisers find it difficult to understand what the cruising experience will be like until they’ve experienced it firsthand, so we decided to use 360 video technology to help get consumers closer to the spaces that make Carnival special.”



Stephanie Leavitt Esposito, Director of Social Media and Branded Content for Carnival

VR Travel takes away the hesitation to book by helping consumers better understand what they’re getting into. For a relatively small one-time investment, travel marketers can leverage the emotional connections of VR both in their physical locations and online to generate interest.



Confidence in booking

VR travel also allows you to see exactly what you’d be investing in before you buy. This could mean previewing what your room will look like in real-scale, ‘touring’ the resort or living accommodations before you arrive, or experiencing some of the views in the area you’re looking to travel to. Travelers can also decide if they want to upgrade their package if they want a more premium hotel or resort, or change their travel plans based on what they see.

The consumer will be able to have a taste of the destination, explore excursions that are available, view living accommodations, amenities, and more without any of the guesswork that typically comes with booking vacations and interpreting room upgrades and tiers.  With this, travelers gain the power to change their bookings if it’s not exactly what they were looking for and travel at ease to their destination knowing exactly what they should expect when they arrive. And travel agents have an easier time explaining and selling premium experiences.



 


Drive Booking Rates with VR Travel Previews

Separately, VR travel can help promote less popular destinations. There are amazing places travel agents know about but have a hard time selling to customers who don’t know someone who has been before – again, they’re looking for some assurance that they won’t have wasted their travel budget, and won’t end up somewhere they don’t want to be. VR travel options let them preview the location and get a sense for what it will be like to travel there in a way that brochures and still images cannot. VR travel lets people experience a locale on their own – they control the exploration of the experience and end up with a greater sense that it is authentic.


And we’re primed to respond to the sense of having a true preview of the experience, according to a study by YouVisit, a VR travel company, 13% of people who experience a vacation in virtual reality go on to either book a vacation or get in contact with lodging or transportation companies.



Allowing those who can’t travel to see new things

Of course, not everyone is physically capable of traveling or has a budget to allow them to travel often or at all. But now, anyone with a smartphone can experience a travel destination in virtual reality. The beauty of mobile VR, especially, means that anyone can slip on a headset and be immersed, which means that even those who aren’t mobile anymore can experience a paradise setting in the comfort of their own home. Some findings from a study found that 80% of the people who tried VR for traveling felt they were really taken to the destination.


VR travel has been the focus of health and wellness campaigns for those unable to travel – a recent experiment in a senior’s living center in Brazil allowed residents to use headsets to visit a destination they had never been to, or revisit past favorites. Residents reported feeling excited, and often nostalgic.



 

 

VR is the closest you can get to the real deal, and with the help of ambient audio and pristine image and video quality, the consumer can feel as if they’re actually there (without investing the time or money) which makes this the best selling and experiential medium for consumers looking to travel.

Marriott hotels have taken this a step further, with VRoom Service, which creates travel within travel. Guests at some locations can borrow a VR headset and tour Marriott VR Postcards, experiences in Chile, Rwanda or Beijing.

“Travel expands our minds and helps push our imagination – VRoom combines storytelling with technology, two things that are important to next generation travelers.”


Matthew Carroll, Vice President of Marriott Hotels

Marriott is on to something here, With 65% of 18-34-year-olds seeking to buy experiences over material things, the ‘experience economy’ is booming. VR travel is the key to ‘try before you buy’ and provides enough of a demo for VR travel marketers to sell experiences with an emotional connection.

If you’re looking to take a trip without breaking the bank, CN traveler identified some experiences recently that was almost as good as the real thing, so check them out and escape the winter blahs with VR travel.


To find out more about creating your own VR experiences, check out our free 5-day course, or create a VR experience for free with a Yulio account.

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Business, Culture, Design, How to, Industry News, Lifestyle, VR, Your Business + Virtual Reality
There’s not a lot that hasn’t been tried when it comes to sales. Humans have been doing it forever, in a multitude of forms. From wide-smiled salesmen going door to door to charm their way to an impulsive purchase, all the way to personalized digital ads being delivered to shoppers at the optimal moment of weakness in their day. Delivering the right product, in the right way, at the right time, is a pot-of-gold-process that’s under constant scrutiny and being constantly disrupted and refined.    Now companies are selling with VR, throwing a virtual hat (or headset) into the ring. We’ve looked previously at the ways VR is being used brilliantly by marketers, designers, and retailers. It’s time now for those in sales to grab a headset and pay attention. We have a few tips for selling with VR that could just be worth their weight in golf clubs. Yes, golf clubs.

Make it personal & shareable
Rather than relying solely on a passive advertising campaign to influence through repetition, when promoting its PSi irons, TaylorMade used VR video to appeal to the dreams of every up and coming golf pro and get them involved. The VR campaign they created enabled people to virtually experience the world’s greatest courses in an entirely different way than they’d ever witnessed on television, as well as to stand alongside tour pros as they test and fit new products.


 

Created to appeal specifically to experienced golfers, known to have a high level of interest in the technology of the game, the campaign let viewers feel they were accessing the inner circle of the sport and being treated to an exclusive experience that they were able to participate in. TaylorMade took selling with VR to a hyper custom, nich audience place with this execution. Does it work? The answer is yes. VR research firm Greenlight analyzed the performance of 360-video content and found that this type of branded VR content generated 15-20 times the number of views on platforms such as YouTube.


 

Once people have had a great experience they want to share it, so, for great VR content, it’s wise to make sure this is as simple as possible. A lot of 360° content – including everything created with Yulio – can be shared via a simple web link or embedded directly into a website for web viewing via a snippet of code. The easier it can be shared, the bigger its audience will be, so make sure it can easily go beyond the eyes of the person wearing the headset.

Build just the world you want
Selling winter coats capable of withstanding the harsh climate of Antarctica? How about you put your buyers there on the snowy ground. Selling the latest innovation that’s going to change the future? Send customers to the future to see it. Selling with VR is about putting your products and experiences in context. Like no other medium, VR allows for environments to be created that perfectly support the values of a product. From testing football cleats in the middle of an NFL game to virtually driving performance cars on the Nurburgring, creating a rich and immersive world around a new product and allowing customers to experience it, is immensely powerful in grabbing their attention and prompting them to buy. Giving their products context while also providing experiences associated with their brands that consumers will share has served adventure brands like The North Face and Merrell well, but the concept can be easily adapted to less exciting locales. Consider letting shoppers view everything from a bedside lamp to a wedding tent in context to better paint the picture for consumers and move them along the purchase funnel by speeding up their ability to picture the item in their lives.



 
Show don’t tell
Imagine trying to explain your house to a potential buyer over the phone. Where would you even start? “It’s white and has a set of big windows at the front, near the door …” Are you ready to buy? No, of course, you aren’t. For those, such as real estate developers, who spend their time selling things which don’t yet exist or are far away from the buyer, the emergence of virtual reality won’t have come a day too soon. Highly detailed virtual environments, structures, and interiors are able to provide buyers with a clear sense of what they will eventually own. Hard to visualize elements such as size, space, light, and finish can be viewed three-dimensionally and ensure that expectations match with the eventual reality. Finishes can also be changed on the fly. Don’t like the kitchen color or the bathroom tiles? Show an alternative or two triggered via a simple, directed gaze from a user.  


 


Extrapolate this concept to showing anyone, anywhere, any item, and your list of available prospects has grown significantly. Sotheby’s real estate have experimented with VR for high-end properties so that prospects can get a better sense of the space before deciding if their level of interest warrants traveling to the property. The same could be true for rare vehicles, art, antiques, and collectibles. But also for more staid articles like timeshares, event tickets, and anything where physical space is a key element of the sale.

Take it with you
Much like the iPod did away with the need to carry around a stack of CDs, mobile VR is a game changer for those in the business of selling things that are too big or complex to easily replicate, don’t yet exist or are a long way away. For those in the A&D field, holding a portfolio in your pocket means the end of cumbersome folders full of images. With a lightweight homido or cardboard viewer and a mobile device, designers, wherever they are, can go beyond simply showing their work and instead allow a prospective client to take a virtual tour within it. For those prototyping complex new products, using VR these can be studied, shared and viewed in three dimensions, at any time and anywhere. With VR designs stored on a mobile, physical products no longer need to be transported or even, in many cases, created at all until in more advanced stages of development.

Get in early
At this point in its evolution, even beyond the creativity of a use case, VR has some inherent pulling power and crowd appeal. According to research from Sonar (J. Walter Thompson’s proprietary research unit), 80% of Generation Z are more likely to visit a store offering VR and AR technology. Although VR is popping up in an increasing number of business environments, it’s still a new and exciting technology that a relatively small number of people have actually tried. Brands can, therefore, take advantage of the extra novelty points they gain from providing people with that first ‘wow’ immersive VR experience. Time to get creative. Much has been written about the millennial generation valuing experiences over material goods, and retailers working to appeal to them like TopShop are selling with VR to lure people into the environment as a pathway into the sales funnel.


 


With the hardware and software associated with VR becoming ever cheaper, more prevalent and more accessible, the technology has now become democratized to a point where the only barriers left to businesses are how creative they can get with it. Dive in early to create customer experiences that leverage the VR medium and its ability to show off things that are far away, too large to model every permutation or don’t even exist yet. 
For some more thoughts on how selling with VR is shaping the future and impacting of all kinds of industries, download our industry overview on SlideShare.
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