Our Next Frontier
The Metaverse & Hospitality
Some of you may be old enough to remember what it was like to book a hotel before the internet. Don’t raise your hands. I bet, even if you are, it’s hard to remember just what that was like.
Fast-forward to today, and you can locate, tour, and book a room from the palm of your hand as you sit in the backseat of a cab you hailed moments ago from the same device.
So, what’s next?
The metaverse has become topic-du-jour for many, not just with Facebook’s rebranding, although that probably had much to do with what felt like a sudden jolt. Instead, the metaverse is the next step in the web’s evolution. The internet has gone from a few computers guarding nuclear codes in the seventies to today: over three billion users and counting, all connected to the internet. Although generally understood as virtual reality, the metaverse also encompasses AR or Augmented Reality. With AR included, there are currently 85 million metaverse users worldwide.
Put simply, the metaverse is a shared virtual space in which users interact and are ‘present’ as virtual avatars. The metaverse is more than the theme park, though; it’s the entire area. The metaverse exists in real-time, mixed over different platforms, and combines user-generated content within the platform. Most importantly, those in the metaverse have complete agency over what they do. Several users can be interacting, while others could just be lurking in a corner.
Opportunity, opportunity.
Hotels and other experience-based businesses have ample opportunity to promote themselves and their brand within the metaverse. Traditional advertising is already available. Think billboards or posters in place of banner ads. Now think bigger. Potential guests can tour your property virtually, within the metaverse, and book immediately. They won’t be able to feel the thread count of your sheets, but they will know exactly what their room will look and feel like.
The key to successful marketing within the metaverse is creating immersive experiences, in which users experience your brand as if they were on your grounds. Moreover, it’s tailoring that experience to what you already know about that user. The metaverse is not just an extension of the internet as an experience; it’s also an extension of the data collection that has been going on for as long as e-commerce has been active.
So, much as you are likely already a/b test headlines, images, and other elements of your web ads and website, experiences can continue to be refined and presented to users to drive conversions and find ways to better present your property.
Our Next Frontier
The metaverse may feel like it’s in its infancy, and in many ways, it certainly is. But as technology continues to advance, so does the speed at which it does. It’s not too late to get on board and be a part of the next revolution of hospitality technology.
Author: Seann Hogan, Director of Hospitality Marketing & Design at The Madison Melle Agency
Instagram: @themadisonmelleagency
LinkedIn: The Madison Melle Agency
Facebook: @themadisonmelleagency
