Virtual reality, augmented reality and extended reality, together with artificial intelligence, have taken hold in every field, exponentially multiplying the already vast kaleidoscope of experiences.
The art world offers immersive museum visits and exhibitions, the music world the possibility of attending a concert in the front row. In the fashion industry, we can follow a fashion show from the comfort of our office or living room, just as it is possible to attend a conference without having to travel. Several hotel groups and some airlines have developed projects involving virtual tours of facilities and aircraft cabins. All with virtual assistants. Lately, there has even been the possibility of applying virtual reality to taste experiences as well.
If we wanted to exaggerate, thanks to the metaverse, we could experience all of this in a single day, including accommodation and meals, and at a derisory price compared to the real thing.
VIRTUAL REALITY AND AI: OPPORTUNITY OR THREAT?
This consideration leads us to reflect on an essential aspect: what could be the consequences for the Tourism and Hospitality sector if the next generations focus mainly on virtual travel?
If we were pessimistic, the first scenario we would see would be a bit like 'Blade Runner': a population of millenials wandering the streets of cities wearing visors as if they were natural extensions of their faces and trying in extended reality to recapture the flavour of the real one that previous generations had experienced. There would be no real spaceships, but they could always create a virtual one...
Fortunately, the human genius is still able to control the tools it studies to improve life. It can therefore make the most of the opportunities that the metaverse and artificial intelligence offer. Let's look at a practical application in the so-called 'customer cycle'
VR AND AI IN THE 'CUSTOMER CYCLE
Inspiration: In researching and choosing a destination, being able to 'visit' a place (even if only virtually) undoubtedly has a different and stronger impact than seeing pictures or listening to the stories of those who have already visited it. The only risk is that excessive expectations are created which, once arrived at the destination, may not be fully met. Objectivity must therefore remain a beacon for every Destination Manager who decides to promote his or her territory by these means.
Planning and booking: Even at this stage, getting to know the product through a virtual tour can make all the difference. No longer just a site with photographs and reviews, but a visit that can show accommodations, dining and leisure spaces. Some hotel groups (such as MGM resorts) have also adopted the virtual tour to show potential front office employees the working environment. Airlines, in addition to in-flight services, are able to show airport lounges for use during stopovers.
On the AI side, many facilities (independent or chain) have instituted the figure of the Virtual Concierge. This is generally an App that assists the guest in the various stages of the journey. Specifically, prior to the stay, the VC can provide useful information on the hotel and local attractions.
HUMAN CONTROL REMAINS FUNDAMENTAL
Check-in, stay, catering, mobility: in these phases, it is the artificial intelligence of the Virtual Concierge, which helps to manage the requests of the guests in the facility. Most of the work, however, is carried out and governed by human staff. Also because, one would naturally think, a virtual stay still cannot provide the same emotions as a real one. As for the visor, it may show the same views, but it can never match the sense of adventure of a desert tour or a visit to the slopes of a volcano.
EVOLUTION IN PERSONAL SERVICES
Entertainment, shopping and visitor support: Virtual reality comes in handy again in illustrating entertainment opportunities. The choice of an experience or excursion might, in the future, be dictated by a virtual visit rather than curiosity. One could also decide to mix experiences. That is, to favour those closer geographically and leave to the virtual those that would entail excessive costs for travel and entrance fees.
Artificial Intelligence could also evolve in the visitor services side. Assistance in case of theft or loss of documents, maps with locations of consulates and embassies, and handling of requests at closed offices could be a noble evolution aimed at taking care of the individual.
Virtual reality and AI, if managed as a means of inspiring, assisting and serving the traveller, can prove to be exceptional growth opportunities for the tourism and hospitality industry. All that remains is to roll up our sleeves and initiate new development projects.
You can also read: METAVERSE AND REVENUE MANAGEMENT: HOW THEY COME TOGETHER IN THE HOSPITALITY WORLD
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