The increasing ways the metaverse plays a role in travel

According to a study, consumers are interested in purchasing virtual goods and experiences.

Accenture surveyed more than 11,000 consumers in 16 countries to reveal that 64% have purchased a virtual product or had a virtual experience in the past year.

The research That figure is expected to rise with 83% of consumers interested in making purchases through the metaverse.

He adds that 42% of consumers have visited a retailer in the virtual world to seek advice, make a purchase or explore products and 56% say they plan to do so.

And the metaverse has also caught the attention of the corporate world with 72% of global leaders believing it will have a positive impact on their organizations, while 45% see it as a “breakthrough or transformation”, according to the Accenture Technology Vision 2022 report.

As the use cases for emerging metaverse platforms expand, the travel industry will be looking to see where it fits.

The virtual horizon of travel

Accenture research indicates that 50% of consumers are already purchasing or are interested in purchasing a travel experience such as a hotel stay or activity.

For millennials, the figure rises to 55%, while for baby boomers it is 29%.

Emily Weiss, Senior Managing Director and Global Head of Accenture’s Travel Industry Group, highlights other ways the Metaverse can be used in travel, such as pre-trip preparation through virtual tours of airports, planes and hotel rooms.

Employee training is another area where the technology is likely to be adopted according to Weiss, while B2B applications such as virtual tours of meeting and conference rooms before an event and digital twins of physical assets for areas such as maintenance, could also be used. implemented.

She also sees an opportunity to increase ancillary sales by using technology to virtually show consumers the products and services they might buy.

There are also apps for people who cannot travel, whether for health, economic or other reasons, to discover destinations and provide travel agencies with the ability to target them with personalized virtual services.

Weiss says, “The Metaverse is not intended to replace physical travel, but rather to provide a complementary enhancement to an overall experience. Providing the ability to sit in a virtual first-class seat, experience the lounge or walking around a resort or room opens up opportunities to really engage and inspire people before they travel.

“And, by ‘trying before you travel’, recreating landmarks in all their past glory or allowing travelers to explore parts of nature, which they cannot explore through interaction real life, the Metaverse can also help create a more meaningful journey, an experience that meets or even exceeds customer expectations.

A number of travel agencies are already exploring the potential of virtual worlds.

CitizenM recently claimed a first hotel with their plan to buy land and build a property in the Metaverse.

The potential of non-fungible tokens and virtual worlds for loyalty programs was also highlighted as another use case.

Others think the metaverse could play a role in developing the sharing economy as well as the ability to use virtual worlds for travel planning.

As the technology develops, experts see it as a more immersive and emotionally powerful way to engage consumers than other existing channels.

As such, it could play the role of the travel industry as a rich and interactive way to entice consumers to purchase travel.