Gaynelle Brautigam, head of innovation at creative agency Tactical, reveals how brands can leverage the technology to enhance customer engagement and loyalty
The travel industry is undergoing a tech revolution. With the rise of immersive technologies, like the Apple Vision Pro, travellers are now able to engage with destinations and experiences like never before.
Extended reality (XR), which encompasses virtual reality (VR), augmented reality (AR), and mixed reality (MR), is reshaping the travel landscape by enhancing the way that travellers discover and experience destinations.
These disruptive technologies now allow users to fully immerse themselves in virtual environments, exploring new locations (and realities) without even leaving their homes. One of the biggest ways this new tech will shake up the travel industry is through the “try before you buy” opportunities that it allows travellers.
Here’s a closer look at how XR is transforming the travel experience – and how brands can leverage this technology to enhance customer engagement and loyalty.
Interactive Itinerary Building: Transforming the Planning Process
Planning a trip used to involve scrolling through endless lists of destinations, accommodations, and travel blogs. But with XR, travellers can now use their native platforms like Google to further build and experience their itineraries in a fully interactive environment. Google’s innovative Gemini and Samsung XR headset collaboration gives us exactly this glimpse into the future, by allowing users to plan entire trips through a combination of AR and immersive technology.
A pilot program between Google and Singapore shows how XR can make your itinerary planning more engaging and personalised, allowing travellers to greatly enhance their onsite experience in these cities through Augmented Reality.
By offering immersive trip previews and AR-enhanced tours, brands can bridge the gap between a traveller’s inspiration and the actual booking process. Providing these engaging touchpoints builds a deeper connection with travellers, personalising travel and thus encouraging them to return for future trips.
Virtual Tours and Destination Previews: “Try Before You Buy”
Imagine being able to virtually stroll through the streets of Paris, take a walk along the Seine, or explore a resort before booking your stay. XR is making these experiences possible. With the rise of spatial video and 360-degree virtual tours, travel companies can offer potential customers the opportunity to explore destinations before they make the final call!
In 2025, spatial video is expected to be a game-changer. This technology (like the Apple Vision Pro) allows travellers to experience realistic, 3D video tours of destinations, making them feel as though they are truly there.
Personalised Experiences: Tailoring Travel to Individual Needs
One of the most exciting aspects of XR in travel is the potential for highly personalised experiences. With platforms like Apple Vision Pro, users can not only plan their trips but also gain insights into the best things to do at their destination based on their personal interests.
From language learning apps that help travellers master a new language, to interactive cultural guides that offer in-depth knowledge of local customs, XR is revolutionising the way that people experience travel.
The partnership between Be My Eyes and Hilton allows visitors with visual impairment to enjoy their services seamlessly through a free AI-powered app that offers real-time assistance while travelling. By using AR, Be My Eyes helps create a more inclusive travel experience, enabling everyone to enjoy their journeys without barriers!
From 2D Memories to 3D Experiences
Another exciting aspect of XR is its ability to convert traditional 2D content – photos and videos – into 3D experiences. Travel memories captured in digital form can be transformed into interactive, immersive experiences that feel more like reliving the moment.
Imagine if you could relive all the magic and vividity of your first visit to the Eiffel Tower in a fully immersive 3D viewing experience from within your home!
Why Brands Need to Adapt
As XR technologies continue to evolve, the line between the physical and digital worlds is blurring. Travel brands must start thinking beyond traditional websites and apps. Real-time data, such as Google Maps, weather information, local events, and crowdsourced local experiences, can be integrated into these immersive tools to optimise visitor experiences.
The key takeaway here is that websites and apps should not be seen as standalone entities but as opportunities to connect and enrich the brand experience across multiple touchpoints.
2025 will likely be remembered as the year immersive technology like XR truly started changing the way we approach travel. As with everything else in the world of tech, the brands that are ready to take the leap of faith with these new promising technologies will, ultimately, be best positioned to lead the way in the exciting future of travel.