Alex Lisov | Tourism banking on digital realm

 Alex Lisov | Emirates virtual technology gives customers an immersive 3D 360-degree view of aircraft interiors.

The Covid outbreak has been a catalyst for disrupting the tourism and digital landscapes, hastened when social media giant Meta (formerly Facebook) announced a rebranding towards the metaverse last year.

The metaverse frenzy created a great amount of global hype, but it is still too early to predict how this trend will play out once people become more aware of it.

In addition to the gaming industry, the tourism supply side and destinations such as Seoul and Barbados have already jumped on the metaverse bandwagon by embracing technology to serve this new digital trend.

NEW TERRITORIES

Tariq Al Mutawa, country manager for Thailand at Emirates, said the airline promoted technology to improve the customer experience before the metaverse trend emerged.

Emirates utilised virtual technology to offer a virtual reality (VR) experience on board for passengers. They can experience different points of view from the pilot’s seat or see how their seats look before deciding to book.

He said the metaverse will help airlines, which already have strong marketing schemes, to penetrate different segments by using this tool as a new platform to create brand loyalty as well as grow passenger demand.

“The metaverse will be an evolution of the market, but it won’t be able to replace the travel experience, at least in my lifetime,” Mr Al Mutawa said.

“The arrival of the metaverse, which still has a long way to go, could be good or bad for tourism,” said Garth Simmons, Accor’s chief executive for Southeast Asia, Japan and South Korea.

“It surely represents an evolvement of our environment and is becoming a supplementary part of life.”

For the hospitality business, people always want to have interactions with humans and real experiences that cannot be replaced virtually, he said.

However, to support customers that prefer digital, the Paris-based hotel chain has a unit working on digital innovations including the metaverse, automation and other tech trends to ensure seamless services and experiences, said Mr Simmons.

He said Accor will experiment with new gaming rooms for hotels in Singapore to tap into the potential market for gaming and the metaverse.

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