Luxury travel brands are already beginning to embrace the metaverse, exploring new forms of marketing and ways to offer better experiences. In this post, we’ll explore how the virtual reality world is helping to create more immersive luxury travel experiences. We’ll also explore how these experiences will likely evolve in the not-so-distant future.
What is the metaverse?
The metaverse is the next step in the evolution of both social media and cloud collaboration tools. Current platforms like Roblox and Decentraland are self-contained virtual economies where you can earn cryptocurrencies. You can then exchange these cryptos for national currencies like USD using one of the many popular crypto exchanges. It’ll be the place where we’ll come closer than ever before to our favorite celebrities, influencers, and brands.
Luxury travel brands already immersed in the metaverse
Luxury travel retailer, DFS, recently launched its Lunar New Year campaign in the metaverse. Marriott Bonvoy did its part back in December when it launched a collection of travel-inspired non-fungible tokens or NFTs. Three pieces of virtual art were unveiled in Art Basel Miami Beach 2021, one of the world’s premier contemporary art shows.
While they used the space mostly as a new form of digital marketing, they’ve made it clear that this is only the beginning. One thing is for sure, with big brands these already adopting the metaverse, more are sure to follow. In the following section, I’ll discuss how these and other travel brands are likely to leverage the metaverse to improve our travel experience.
6 ways the metaverse will improve luxury travel
It will provide an authentic and immersive cultural experience that will help us choose our destinations more wisely
The metaverse opens up the possibility of experiencing any destination in the world without actually leaving your couch. There’ll be no need to look at lists of nearby restaurants or attractions and what they offer because you’ll be able to simply walk around and see them for yourself. User reviews and ratings will probably be integrated into the metaverse so by just walking around and looking at the different shops, cafes, and restaurants you find along the way, you’ll have been able to check reviews of the ones that really catch your eye. It’s also possible that luxury brands will open virtual versions of their physical stores in the metaverse.
It will be the next evolution of luxury transportation and accommodation research
Virtual reality will soon be able to take a virtual tour of each hotel and see the rooms first-hand. Airlines will have realistic-looking virtual 3D models of each cabin where you can move around and experience what it would be like in First Class. Everything in the metaverse looks and feels just like the real thing so you’ll always know exactly what you’re paying for.
Enhanced immersive booking experiences
Several metaverses today are decentralized autonomous organizations powered by blockchain technology and cryptocurrencies. NFTs are crypto assets you can store in a crypto wallet, you’ll have everything you need to travel (your money, airline tickets, and your hotel reservations) in one place. An example of one hotel already taking advantage of this technology is Ca’ di Dio, the only 5-star hotel that opened in 2021.
Enhanced concierge services for luxury travelers
A concierge is someone who helps you find and book unique experiences, trendy restaurants, flight tickets, the best boutique stores around, and more. This type of service is usually delivered via phone or chat, but in the metaverse, you’ll be able to meet your concierges and see them as an avatar just like you.
Unique brand experiences
In the case of luxury brands, this means offering unique brand experiences in the metaverse that reflect their core values and add value to the luxury travel experience. For example, you may want to take a virtual tour of the Chanel fashion show or attend an exclusive Balmain fashion event. This and more will be possible in the Metaverse.
Exclusive beta releases to test new concepts in luxury travel
The metaverse offers brands large and small a platform where they can test out new concepts and ideas. Something as simple as redecorating a hotel room can become a new opportunity for brands to connect with their audience. Users who travel frequently and are loyal to a certain brand could get exclusive early access to virtual versions of new concepts in travel.
Final Thoughts
As the metaverse evolves, so will the way luxury travelers experience the world. Avatar-based travel agents will be able to provide customized, real-time recommendations for top destinations and experiences. From personalized, avatar-based concierge services to beta releases for new luxury destinations, it will be a whole new ballgame when it comes to what traveling means.
