The luxury hotel market is experiencing strong growth globally, driven by increased tourism, rising consumer expectations, and shifts toward sustainable luxury. In 2023, the global luxury hotel market was valued at over $300 billion and is expected to grow at a CAGR of around 7% through 2028 (Globaldata.com). Key growth regions include Asia-Pacific and Europe. In Europe, growth is primarily fueled by high demand especially in countries like Italy, France, and the UK.
A JLL report on the hotel market outlook suggests that European luxury hotels are increasingly focusing on providing personalized experiences to cater to rising demand.
Many luxury hotels are investing in technology and unique guest experiences – such as personalized services and wellness-focused amenities – to stand out in a competitive landscape. Indeed, the hotel industry is rapidly embracing immersive technologies like augmented reality (AR) and virtual reality (VR/360°) to create unique and memorable experiences that captivate guests, attract new clients, and build brand loyalty. AR and VR/360° are reshaping how hotels connect with their clients. Let’s explore some of the applications of AR and VR/360° in the hotel industry, with examples of how top-tier hotels in Italy and around the world are leveraging these technologies.
1. Virtual Room Tours and Booking Assistance
Virtual room tours have become increasingly popular as a pre-stay feature, enabling potential guests to explore hotel rooms and amenities in high-definition 3D from the comfort of their homes. This not only sets accurate expectations but also gives hotels a powerful tool to showcase unique features, such as panoramic views, luxury furnishings, and exclusive services.
The Marriott Hotel has implemented VR/360° room tours across many of its high-end properties worldwide.
2. Augmented Reality Hotel Guides and Navigation
Navigating a large or intricate hotel can sometimes be confusing. AR provides guests with interactive guides and navigation aids that enhance their experience by offering layered digital information as they move around the property.
Hilton Hotel has developed a global AR-enabled app that allows guests to explore the hotel’s services and amenities, complete with interactive maps and guides.
3. Interactive AR Menus and Dining Experiences
Luxury hotels are increasingly turning to AR to elevate dining experiences. AR menus allow guests to visualize dishes before ordering and can even share the stories behind each ingredient or offer wine-pairing suggestions, creating a multi-sensory dining journey. Example, in Asia and Europe, Mandarin Oriental Hotel’s AR-enhanced dining experience.
4. Virtual Reality for Event Planning
For clients organizing large-scale events, such as weddings or corporate gatherings, VR/360° has proven to be a valuable tool. Potential clients can experience the event setup in VR/360° before booking, allowing them to visualize decor, lighting, and other details, making the planning process smoother and more engaging.
Ritz-Carlton has implemented worldwide VR/360° planning for weddings and corporate events, allowing clients to preview everything from ballroom layouts to flower arrangements in a realistic virtual environment. This has proven to be especially helpful for international clients who may not be able to visit the venue in person before their event.
5. Enhanced Cultural Experiences Through VR/360° Tours
For hotels located near historical landmarks or with rich local heritage, VR/360° tours enable guests to explore cultural experiences even if they are unable to visit in person. Guests can take virtual tours of nearby attractions, historical landmarks, or even experience events and festivals without leaving the hotel.
Peninsula Hotels uses VR/360° to offer virtual cultural experiences. In Hong Kong, for example, guests can take a VR/360° tour of Victoria Harbour, enhancing the sense of place and connection with local history.
6. AR and VR/360°-Based Wellness Experiences
In the wellness realm, AR and VR/360° are being used to deliver meditation sessions, virtual spa treatments, and even immersive yoga experiences. These virtual wellness experiences are perfect for guests seeking a peaceful retreat within the comfort of their room or private balcony.
AR MARKET TWINIFYME SERVICE
Our company offers “TwinifyMe” the exclusive Digital Twin service to turn Luxury Hotels into a 360° immersive experience. Thanks to our “TWINIFYME” service, customers can explore every corner of the Luxury resorts directly from their devices, fully immersing themselves in the atmosphere of properties even before they arrive. The unique features of our service are:
- the advanced Customization of Rooms to offer hotel’s guests the ability to choose and preview the amenities and accessories in the rooms with a simple click at the time of booking;
- the simple Content Management dashboard, enabling the hotel staff to keep the multimedia content in the Digital Twin up-to-date through a simple and intuitive Dashboard. No technical skills are required.
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In a world where experience is everything, luxury hotels that embrace AR and VR/360° technologies can position themselves at the forefront of hospitality innovation, capturing the imaginations and loyalty of guests worldwide. Don’t miss the opportunity, contact us.
