Virtual tour in the hospitality sector
Use and Interest of the Virtual Tour in the Hotel Sector
The hospitality industry, constantly seeking innovation to attract and retain guests, is increasingly adopting virtual tours as a marketing and management tool. By offering an immersive and interactive experience, virtual tours allow potential guests to discover properties in a detailed and engaging way, while optimizing internal operations. This article explores the various applications and benefits of virtual tours in the hospitality industry, highlighting their impact on the guest experience and operational efficiency.
Improved Customer Experience
Discovery of the Facilities
Virtual tours offer guests the opportunity to explore the hotel's rooms, suites, restaurants, conference spaces, spas, and other amenities before even booking. By viewing spaces in high-resolution, 360-degree views, guests can get a clear picture of what the property has to offer, reducing uncertainty and increasing confidence in their choice.
Reservations and Personalization
By allowing guests to virtually tour the hotel, properties can personalize the booking experience. For example, guests can choose their preferred room based on the view or layout. This increased personalization can lead to higher customer satisfaction and higher booking conversion rates.
Optimization of Internal Processes
Staff Training
Staff training is crucial in the hospitality industry to ensure high-quality service. Virtual tours can be used to train new employees by giving them an immersive tour of the facilities. They can learn about service procedures, the locations of various amenities, and safety protocols in an interactive and engaging way.
Event Management
For hotels hosting events such as weddings, conferences, or seminars, virtual tours allow planners to visualize and plan the layout of rooms and outdoor spaces. They can experiment with different room configurations, evaluate decorating options, and coordinate with hotel staff without the need for repeated on-site visits.
Strengthening the Marketing Strategy
Powerful Promotional Tool
Virtual tours are an excellent marketing tool for attracting new guests. By integrating virtual tours into their website and digital marketing campaigns, hotels can capture visitors' attention and encourage them to explore further. Virtual tours can also be shared on social media, increasing the property's visibility.
Increase in Direct Bookings
By offering an immersive and engaging experience directly on their website, hotels can encourage direct bookings, avoiding commissions from third-party booking platforms. Virtual tours provide guests with all the information they need to make a decision, increasing the chances of conversion.
Strengthening Trust and Transparency
Visibility and Accessibility
Virtual tours provide complete transparency, allowing guests to see exactly what the hotel offers. This increased visibility can build guest confidence because they know what to expect. This is especially important for international travelers who can't visit the hotel in person before booking.
Improving Brand Awareness
By adopting modern technologies like virtual tours, hotels demonstrate that they are at the forefront of innovation, which can improve brand perception. Guests appreciate businesses that use advanced technologies to enhance their experience, which can lead to increased loyalty.
Future Perspectives
With the continued evolution of virtual and augmented reality technologies, virtual tours in the hospitality industry will become even more immersive and interactive. Future integrations could include augmented reality elements to offer real-time information and interactive guides, as well as personalized experiences based on guest preferences.
Virtual hotel tour increases interest among internet users
In a sector where the experience begins well before arrival, a high-end virtual tour becomes a decisive conversion tool. Much more than a simple technological gadget, it transforms the act of booking into a emotional engagement.
An immersion before the real experience
To see is to believe. To explore is to engage.
According to SeekBeak (TIG Global & Omni Hotels), virtual tours in the hotel sector: promote a time spent multiplied by 5 to 10, increase the conversion rate of 16?% to 67?%: This means that visitors don't skim the page, but linger, explore, and develop a stronger desire to book.
Sources:
https://thevivestia.com/from-screen-to-stay-how-virtual-tours-lead-to-real-hotel-reservations/
https://seekbeak.com/efficacy-of-virtual-tours-360-photo-industry-research-round-up/
https://newgenadv.com/2022/06/are-pre-booking-vr-tours-right-for-your-hotel/
A measurable lever on conversions
According to WebRezPro, hotels that integrate immersive tours note: a conversion rate ?look?to?book? of 16?% to 67?% (This wide range is explained by the difference in quality of visits - the more scripted and interactive a visit is, the better it performs) Source : https://webrezpro.com/an-independent-hoteliers-guide-to-virtual-hotel-tours/
Proven return on investment
A study Carlson Hotels/IPIX (via Academia.edu) shows that:
Some hotels have recorded a increase of 135?% in their online turnover,
generating on average 7,200?$ of additional turnover per month,
with a return on investment calculated at less than 4 weeks
Sources:
https://www.sciencedirect.com/science/article/pii/S1447677025000105?
https://www.academia.edu/31513053/Case_Study_In_the_ROI_of_Online_Virtual_Tours?
Trust and loyalty
Unlike a simple video, a interactive 360° tour allows the user to:
see the places well and project yourself
reassure yourself about the services
memorize the place more effectively
Research (Journal of Travel Research, 2020) confirms:
a better one spatial memorization
a higher booking intention
Sources:
https://www.sciencedirect.com/science/article/pii/S0278431923002050?
Conclusion: Virtual tour is a powerful marketing tool for hotels
Virtual tours are original and differentiating, unlike simple photos. They are shareable on social networks, generating a organic traffic And qualified. They reduce customer calls, because they directly answer visual questions
Virtual tours represent a revolutionary tool in the hospitality industry, offering significant benefits in terms of improving the guest experience, optimizing internal processes, and strengthening marketing strategies. By adopting these technologies, hotels can not only increase their operational efficiency and competitiveness, but also offer unique and memorable experiences to their guests.