Metaverse in Tourism: Business Use Cases You Can't Ignore

Think about metaverse in travel? Want to modernize your business but still have some hesitation about this technology? 

 

Here’s something to consider:

 

• Limited ways to show destinations before booking?
• Hard to promote remote or niche locations?
• Limited or impersonal customer service?
• Restrictions of physical events and trade shows?
• Overcrowding at popular destinations?
• Lack of personalized travel experiences?
• High marketing costs for lesser-known places?

 

If any of these sound familiar, the metaverse could be the perfect solution to help you solve these business issues.

 

The Onix team created diverse and engaging metaverse locations that meet the client's vision and objectives. Now we are ready to take on the next challenge and assist you with your metaverse idea!

 

In this article, we share:

 

• invaluable development insights that help you navigate the complexities of the metaverse in tourism
• demonstrate some use cases, giving you an idea of how your business can start to benefit from the metaverse.

 

Well, let's start!

Example of a metaverse location created by the Onix team

Opportunities the Metaverse Offers to the Travel Industry

The metaverse in the travel and tourism market allows to redefine how we explore and experience the world. This digital world seamlessly blending virtual and physical elements opens a gateway to many possibilities for travel businesses.

In this section, we delve into the exciting opportunities and benefits of the metaverse for the tourism industry, redefining how travel businesses operate and interact with their audience.

 

Read also: Traveling reimagined: AR and VR business opportunities in the travel industry

 

Expanded reach and global audience

One of the foremost business advantages of metaverse in tourism is the ability to expand reach and target a global audience.

 

Virtual travel experiences, immersive virtual destinations, and virtual events can capture the attention of individuals worldwide, breaking down geographical barriers and providing travel businesses with a platform to showcase their offerings globally.

 

Enhanced marketing and brand exposure

Metaverse technologies provide innovative ways for marketing and brand exposure in the travel sector.

 

Virtual tours, interactive experiences, and immersive content allow travel businesses to create memorable and shareable experiences for potential customers. This boosts brand visibility and creates a more engaging and interactive marketing strategy.

 

Improved customer engagement

The interactive nature of the metaverse fosters improved customer engagement for travel businesses.VR and AR applications enable users to explore destinations, accommodations, and activities in a more immersive manner.

 

This heightened engagement enhances the customer experience, making it more likely for individuals to choose and recommend specific travel services.

 

Cost-effective virtual presence

Participating in virtual events, trade shows, or launching virtual tourism experiences provides a cost-effective alternative for travel businesses to establish their presence. The metmetaverse in travel industry allows eliminating the need for physical infrastructure, travel expenses, and booth setups.

 

Read Also: Unlocking the Metaverse: Building Spatial Environments With Onix

 

Innovative revenue streams

The metaverse introduces innovative revenue streams for the travel industry. Virtual tourism experiences, paid virtual events, and exclusive virtual travel packages open new monetization opportunities.

 

Travel businesses can offer unique, premium content or virtual services, creating additional revenue streams beyond traditional bookings.

 

Data-driven insights and personalization

Metaverse in travel facilitates the collection of valuable data insights. Travel businesses can leverage user behavior data to tailor personalized offerings, enhance customer satisfaction, and optimize their services. This data-driven approach allows businesses to stay agile and responsive to evolving consumer preferences.

 

As you can notice, the metaverse holds the key to unlocking unprecedented business benefits for the travel industry. The businesses that grasp this transformative potential, that dare to innovate and adapt, are the ones charting a bold course into a future where the metaverse and travel seamlessly intertwine, promising endless possibilities.

Real-Life Use Cases of Metaverse In Tourism

The integration of the metaverse offers numerous opportunities for travel and tourism. Let's explore some compelling use cases that exemplify the metaverse's transformative power in shaping travel's future.

 

Virtual destination tours

Offering prospective travelers the chance to explore destinations virtually before making concrete plans enhances the pre-travel experience and serves as a powerful marketing tool.

 

Travel agencies can craft visually stunning, interactive virtual tours that provide a taste of the destination's charm, enticing potential visitors and driving engagement.

 

Imagine a travel agency creating a virtual replica of popular tourist destinations. Users can put on virtual reality headsets or access the experience through augmented reality applications to explore landmarks, streets, and cultural hotspots from their homes.

 

 

Immersive hotel previews

Hotels can create virtual tours of their facilities using 3D modeling and VR technologies. Prospective travelers can virtually walk through rooms, check out amenities, and get a feel for the ambiance before making a reservation.

 

For instance, Marriott Hotels allows users to take VR tours of some of their properties.

 

 

Virtual events and festivals

Metaverse platforms can host virtual versions of significant events and festivals. Users can attend music festivals, cultural events, or even participate in virtual celebrations, creating a sense of community and festivity without physically being present.

 

Burning Man, for instance, experimented with a virtual edition in 2020 called "Virtual Burn."

 

 

One more example is Coachellaverse. Since its establishment in 1999, the Coachella Valley Music and Arts Festival has undergone significant evolution. In recent times, organizers have embraced cutting-edge technology such as Web3 and metaverse travel. For those unable to attend in person, the Coachellaverse offers diverse and immersive digital experiences.

 

 

The Coachellaverse serves as a virtual hub, enabling participants to engage with fellow attendees, participate in augmented reality meetings, play video games, and acquire unique NFT collectibles.

 

The platform hosts live shows and facilitates interactions with artists and performers, ensuring that fans can still be an integral part of the Coachella experience, irrespective of their physical presence.

 

Historical and educational tours

Historical and educational tours have long been popular for individuals to explore and learn about the past, cultural heritage, and significant events. These tours are designed to provide participants with informative and enriching experiences, often guided by experts or accompanied by interactive elements.

 

The world-famous Louvre Museum in Paris now offers a virtual experience, enabling visitors to delve into its renowned collections through virtual reality. Explorers can navigate the museum, examine high-resolution digital replicas of celebrated artworks, and gain insights into the historical narratives behind each masterpiece.

 

 

The Onix team was honored to partner with the Banská Štiavnica Museum, an officially recognized UNESCO World Heritage Site in Slovakia. Through collaboration, we empowered the museum to present visitors with a completely immersive virtual tour, effectively meeting the challenge of captivating contemporary audiences in traditional museum settings.

 

 

Utilizing VR technology, we designed historically precise models and realistic graphics to immerse users in the authentic atmosphere of the town. Our historical VR tour distinguishes the museum visit, providing a unique and captivating experience that elevates visitor engagement.

Virtual trade shows and expositions

Virtual trade shows and expositions are online events replicating the traditional trade show experience in a digital environment.

 

These virtual gatherings leverage technology to connect businesses, exhibitors, and attendees, allowing them to interact, showcase products or services, and engage in networking activities without needing physical presence. 

 

In 2022, participants from Assumption University’s tourism program conceptualized and executed a comprehensive expo within the metaverse, seamlessly integrating career, travel, and tourism exhibitions.

 

Students specializing in Event Management created virtual exhibition booths to showcase esteemed travel brands such as Hyatt, Hilton, and Marriott-Starwood, with a specific focus on presenting career opportunities.

The immersive online experience demonstrated the versatility of this approach, illustrating its potential application across various industries. However, its significance is particularly pronounced in the travel sector, where virtual trade shows and expos offer a novel and compelling avenue for marketing services.

 

Airlines in metaverse

The aviation industry, ever at the forefront of innovation, is now poised to take flight into the Metaverse. Qatar Airways ventures into the metaverse with the launch of 'QVerse,' introducing a virtual reality experience and unveiling the world's first MetaHuman cabin crew.

 

Visitors to the Qatar Airways site can now virtually explore the Premium Check-in area at Hamad International Airport, navigate through the cabin interiors of Qatar Airways' aircraft, including the acclaimed Business Class - Qsuite, and the Economy Class cabin, all through their Personal Electronic Devices.

 

As the national carrier of the State of Qatar, the airline has pioneered the introduction of a MetaHuman cabin crew, marking a significant leap in offering a digital interactive customer experience.

 

 

Qatar Airways Group Chief Executive, His Excellency Mr. Akbar Al Baker, said: “With physical boundaries beginning to be challenged by the metaverse on an increasingly larger scale, it is exciting to embrace a technology that enables all travel enthusiasts to enjoy a unique immersive experience of our award-winning products and services.”

 

Emirates, a prominent company, is actively venturing into the metaverse. Among its notable innovations is an immersive 360-degree model showcasing the cabin interior. This feature lets potential passengers virtually explore the cabin, allowing them to inspect their seats before flying.

 

 

Metaverse hospitality

Metaverse hospitality includes creating virtual hotels and resorts where users can explore and engage with digital representations of accommodations, amenities, and recreational spaces.

 

Moreover, metaverse hospitality extends to hosting digital events, conferences, and meetings within virtual spaces, offering an interactive and engaging alternative to traditional gatherings. This provides reduced geographical constraints, increased accessibility, and unique opportunities for networking and collaboration.

 

For example, RendezVerse stands as a platform for metaverse hospitality, enabling companies to replicate real-world hotels and properties within the digital realm. These virtual hotels serve as immersive spaces for event planners and organizers to host meetings, conferences, and other events in the metaverse.

 

 

Pioneering advancements in metaverse travel, RendezVerse utilizes Web3 technology based on blockchain to introduce innovative "metaverse-as-a-service" solutions for diverse companies. Through collaboration with RendezVerse, hotel businesses can craft digital twins of their properties in the metaverse, leasing these virtual spaces to their clients.

 

The Onix team has experience building VR solutions for collaborative environments, exemplified by our coworking system that facilitates virtual reality meetings, conferences, and idea sharing.

 

 

We've ensured realistic, rich, detailed graphics to deliver the effect of presence and a fully immersive experience. Moreover, users can book or even buy a location where they want to hold conferences.

 

Using VR technology, we made it easy for users to collaborate with their colleagues as avatars and share their ideas as quickly and simply as possible in realistic, immersive environments.

 

Theme parks and online attractions

The metaverse's theme parks and online attractions represent digital recreations of real-world amusement parks and entertainment venues. These virtual spaces aim to provide users with immersive and interactive experiences, mirroring the enjoyment and excitement traditionally associated with physical theme parks.

 

A virtual Disney theme park is an immersive digital recreation of the iconic Disney experience within the metaverse. Users can explore virtual environments replicating famous Disney attractions, interact with beloved characters through advanced technology, participate in digital entertainment shows, create personalized avatars, and engage in gamified elements.

 

The virtual park offers a social platform for users to connect with others, shop for virtual merchandise, and experience regular updates and events.

 

 

The metaverse is proving to be a lucrative frontier for travel and tourism. These real-life examples and use cases signify the limitless potential and innovative pathways that businesses can leverage within the metaverse.

 

Essential Devices You Need For Metaverse Travel Experiences

With the metaverse becoming an increasingly integral element of the travel encounter, here's a guide to the essential devices to enhance digital explorations and guarantee smooth navigation through this virtual reality.

 

Virtual reality headsets

These devices transport users into immersive digital environments, enhancing the sense of presence and interaction. From standalone headsets to those tethered to powerful computers or gaming consoles, options abound. Popular choices include the Meta Quest 3, Valve Index, Pico 4, and PlayStation VR, each offering unique features and experiences. 

 

Augmented reality smart glasses

AR smart glasses are indispensable for those seeking a blend of the virtual and real worlds. These devices overlay digital information onto the physical environment, providing context-aware experiences.

 

Brands like Apple Vision, Microsoft's HoloLens, Magic Leap, and the Nreal Light glasses offer glimpses into the potential of AR for metaverse travel, from enhanced navigation to interactive sightseeing.

 

Haptic feedback devices

To truly feel the metaverse, haptic feedback devices come into play. These peripherals provide tactile sensations, allowing users to touch and feel virtual environments. Devices like haptic gloves or suits simulate sensations such as texture, resistance, or impact, enhancing the general immersion.

 

Spatial audio headphones

Spatial audio headphones create a 3D soundscape, strengthening the sense of presence by allowing users to perceive sounds from different directions. Whether the rustling leaves in a virtual forest or the distant hum of a bustling metaverse city, spatial audio enriches the auditory dimension of travel in the metaverse.

 

Motion tracking sensors

These devices capture users' movements in real-time, translating them into the virtual space. Full-body motion tracking systems, like those using external sensors or cameras, enable users to seamlessly mirror their physical actions in the metaverse, providing a more intuitive and immersive experience.

 

Powerful сomputing devices

The metaverse's graphical richness demands powerful computing devices to render immersive environments seamlessly. High-performance gaming computers or consoles are often the backbone of metaverse experiences.

 

As cloud-based technologies evolve, streaming services that offload processing to remote servers are becoming increasingly viable alternatives, making metaverse exploration more accessible.

 

5G-enabled smartphones

On-the-go metaverse experiences require connectivity, and 5G-enabled smartphones are crucial in ensuring a seamless connection. These devices provide the bandwidth needed for high-quality, low-latency metaverse interactions, allowing users to explore virtual reality anytime, anywhere.

Adopting Metaverse in Tourism: Key Considerations From the Onix Experts

Integrating the metaverse into travel and tourism requires a strategic approach. In this section, the Onix experts offer invaluable insights into critical considerations for a successful adoption.

 

Focus on user-centric experience design

Onix experts emphasize the paramount importance of prioritizing user experience in metaverse adoption. Crafting user-centric virtual environments that replicate the allure of physical destinations is crucial. This involves:

 

• Understanding user behavior. Conduct thorough research to understand how users engage with virtual experiences. Analyze their preferences, expectations, and pain points to inform the design process.
• Intuitive navigation. Prioritize intuitive navigation within the metaverse. Users should be able to explore virtual environments effortlessly, ensuring a seamless and user-friendly experience.
• Personalization features. Implement personalization features to cater to individual preferences. Allow users to customize their virtual travel experiences, from destinations to virtual activities.
• Accessibility considerations. Ensure accessibility for a diverse user base. Design features that accommodate users with different abilities, making the metaverse tourism experience inclusive.
• Educational components. Integrate educational components within the metaverse tourism experience to provide users with informative content about destinations, cultures, and historical significance. Enhancing users' knowledge and understanding enriches their virtual travel experience.

 

 

Provide interactivity and engagement

The metaverse thrives on interactivity, and tourism experiences should be no exception. Onix experts recommend integrating interactive elements that allow virtual travelers to engage with the environment, fellow travelers, and local attractions.

 

Here are strategic steps to adopt the metaverse in tourism with a specific focus on enhancing interactivity and engagement:

 

• Design interactive destinations. Incorporate clickable elements, hotspots, or gamified features that allow users to engage with their surroundings actively. Whether exploring a historical site or a bustling city, make the metaverse journey a hands-on and participatory experience.
• Gamification strategies. Implement gamification elements to add excitement and challenge to the virtual travel experience. Introduce interactive quests, challenges, or rewards that motivate users to explore and engage with different aspects of the metaverse tourism platform.
• Virtual guides and assistance. These digital companions can provide information, answer queries, and guide users through their virtual travels, offering an interactive and informative layer to the experience.
• Collaborative experiences. Incorporate features that allow friends, family, or even strangers to join forces in exploring destinations, sharing experiences, and participating in group activities within the metaverse.
• Live events and performances. Integrate live events and performances within the metaverse tourism platform. Whether it's a virtual concert, a cultural performance, or a guided tour by a real-time host, incorporating live elements adds a dynamic and interactive dimension to the virtual travel experience.
• User-generated content platforms. Create platforms for user-generated content, encouraging users to contribute their own virtual travel experiences. Allow them to share stories, photos, or even create and upload their metaverse adventures, fostering a sense of community and interactivity.
• Social interaction features. Integrate social interaction features within the metaverse. Users should be able to connect with others, share experiences, and participate in collaborative virtual tourism activities.

 

Ensure multi-platform accessibility

Considering travelers' diverse range of devices, Onix experts underscore the importance of multi-platform accessibility. Let's consider the key steps to achieve multi-platform accessibility:

 

• VR and AR integration. Seamlessly integrate with both VR and AR technologies. Ensure that users with VR headsets can enjoy an immersive experience. At the same time, those using AR devices or traditional screens can still engage with the metaverse tourism platform in a meaningful way. Offering versatility in technology compatibility is key.

 

 

• Design for cross-platform consistency. Strive for consistency in the user experience across different platforms. Whether users access the metaverse through VR headsets, AR glasses, or traditional screens, maintain a cohesive design language, intuitive navigation, and feature parity to ensure a unified and enjoyable experience.
• Responsive design principles. Implement responsive design principles to adapt the metaverse tourism platform to various screen sizes and resolutions. This ensures that the user interface remains user-friendly and visually appealing, whether users are engaging with the metaverse on a large VR display or a smaller mobile screen.
• Compatibility testing. Conduct thorough compatibility testing across a spectrum of devices and platforms. Identify potential challenges or limitations on different devices and address them proactively. This testing phase is crucial for optimizing the performance and functionality of the metaverse tourism platform on each platform.
• Mobile-friendly design. Optimize the user interface, navigation, and interactive elements to suit the constraints and capabilities of mobile devices, making the virtual travel experience accessible on the go.

Prioritize security and data privacy

Onix experts emphasize the critical need for robust security measures and a steadfast commitment to data privacy. Adopting a metaverse strategy that prioritizes robust security measures is essential for building trust among users and ensuring the integrity of virtual travel experiences.

 

Below, we share some critical steps that help ensure high security and data privacy:

 

• Implement encryption protocols. Incorporate encryption protocols to secure data transmission within the metaverse. Utilize robust encryption algorithms to protect user information as it travels between devices, servers, and the metaverse platform. Encryption adds a layer of security, ensuring that sensitive data remains confidential.
• Compliance with data protection regulations. Ensure compliance with data protection regulations and standards. Familiarize yourself with regional and international privacy laws, such as GDPR, and implement measures to adhere to these regulations. This approach builds trust and demonstrates a commitment to user privacy.
• Regular security audits. Conduct regular security audits and assessments to identify and address potential vulnerabilities. Engage with cybersecurity experts to perform penetration testing and ensure the metaverse platform is resilient against evolving security threats.
• User data minimization. Adopt a principle of data minimization by only collecting and retaining essential user information. Avoid unnecessary data storage to mitigate the impact of a potential breach. Prioritize the protection of user data throughout its lifecycle.
• Secure cloud infrastructure. If utilizing cloud services, ensure the security of the cloud infrastructure hosting the metaverse platform. Implement secure configurations, regularly update security protocols, and leverage reputable cloud service providers with a track record of robust security practices.
• Incident response plan. Develop a comprehensive incident response plan outlining procedures in case of a security breach. Clearly define roles and responsibilities, establish communication protocols, and rehearse the plan periodically to ensure a swift and effective response to security incidents.
• Collaboration with cybersecurity experts. Collaborate with cybersecurity experts and professionals to stay informed about the latest threats and security best practices. Establish partnerships with firms specializing in metaverse security to benefit from their expertise.

 

The adoption of the metaverse is a strategic transformation that demands careful consideration of user experience, interactivity, accessibility, and security. The insights provided by Onix experts shed light on the key pillars of a successful metaverse tourism integration, offering a roadmap for businesses seeking to start leveraging the metaverse.

How Onix Can Help: Our Experience

Our team has extensive experience in creating metaverse environments on the spatial.io platform and integrating tools into Unity. 

 

Based on a brief scene description, we can:

 

• develop a concept for the future location
• offer interactive elements
• fill the scene with details in the chosen style.

 

Thanks to the integration of spatial development tools and Unity, we can create our own scripts and materials to help solve all the tasks.

 

From meditation retreats to art galleries, we built each location to offer unique experiences and opportunities for engagement. 

 

Just see some examples of our work: 

 

Virtual Serenity and Relaxing Retreats

Marthaverse is an immersive island retreat focused on meditation and relaxation. With a mindful approach to design, users are inspired by exploration, collaboration, and personal growth, facilitating a deep connection with one's inner self.

Virtual serenity and relaxing retreats in the metaverse, built by the Onix team

 

NFT Art Gallery

A virtual gallery showcasing a collection of NFT artwork. Users can view paintings, read descriptions, and access additional resources like PDF documents and videos.

An example of the metaverse location built by the Onix team

 

Metaverse Academy Campus

It is an educational universe designed to introduce users to the metaverse concept and its significance. It features galleries, museums, and interactive spaces where users can learn about topics like NFT.

Example of a location created by Onix for the Spatial platform

 

Ready to implement metaverse?

Our development services include:

 

• Custom metaverse locatinos 
• Virtual event solutions 
• 3D Modeling and avatar creation
• VR and AR integration 
• Interactive simulations 
• Metaverse gaming solutions 
• Social spaces and collaboration tools
• Virtual commerce solutions 
• Metaverse consultation and strategy 

 

Summing Up

Adopting the metaverse in the travel industry comes with numerous possibilities, from virtual destination tours that transport users to iconic landmarks to historical tours and virtual travel guides designed to enhance exploration. In the metaverse, the boundaries are limitless.

 

Participants in the industry would be wise to initiate their metaverse strategy at present, concentrating on particular touchpoints and destinations as this swiftly evolving landscape continues to mature.

 

FAQ

 

Can users interact with others in the metaverse during virtual travel experiences?

Yes, many metaverse travel experiences incorporate social interaction features. Users can connect with fellow virtual travelers, share experiences, and even participate in collaborative activities, fostering community within the digital travel space.

 

What types of destinations are available in the metaverse for travel?

Metaverse travel offers diverse destinations, from futuristic cities and historical landmarks to fantastical realms and virtual replicas of real-world locations. Users can choose from various experiences, including cultural events, entertainment shows, and adventure activities.

 

What steps can travel businesses take to enter the metaverse travel industry?

Travel businesses can start their entry into the metaverse travel industry by understanding the metaverse landscape, defining objectives, exploring collaborations, designing immersive experiences, leveraging virtual and augmented reality, ensuring user-centric design, addressing security and privacy, adopting a multi-platform approach, starting with small initiatives, marketing their metaverse presence, staying adaptive to emerging technologies, and engaging with the metaverse community.

 

What are some metaverse vacation ideas?

Some metaverse vacation ideas include virtual destination tours, immersive historical and educational experiences, virtual theme parks and attractions, attending metaverse trade shows and expos, exploring digital replicas of real-world landmarks, and participating in interactive online events within the metaverse. 

 

What advantages does the meta-universe offer for tourists?

The metaverse offers tourists the ability to explore destinations virtually before booking, experience immersive previews of attractions, and participate in virtual tours of hard-to-reach or niche locations. It also enhances personalization, allowing travelers to customize trips in real-time, and provides interactive customer service through virtual agents.

 

How can virtual tours in the meta-universe be used?

Virtual tours in the metaverse can be used to offer immersive, 3D experiences of destinations, hotels, and attractions, allowing potential travelers to explore and interact with locations before booking. They are especially useful for showcasing remote, niche, or luxury destinations, helping tourists make informed decisions.