Reframing hospitality in the metaverse

As the metaverse continues to captivate imaginations and revolutionise various industries, the hospitality sector finds itself at the forefront of this transformative journey – should the hospitality sector embrace the metaverse?

Ever-evolving technology and increased digitalisation and are shaking up the global hospitality scene, while the metaverse, an emerging digital world powered by 3D, virtual reality and augmented reality technologies, is bound to open-up all sorts of new ‘try before you buy’ experiences for the future.

This revolutionary concept allows us to explore new experiences, without even stepping out of our homes.

While physical travel will always hold its allure, the metaverse offers an opportunity to venture beyond the confines of reality, opening doors to limitless adventures.

In hospitality, we shouldn’t see it as a threat, but more of an addition – rather than replacing physical travel experiences, it can integrate into travel technology, adding more facets to the guest journey.

Within the field of the metaverse hospitality, we have already started to see the rise of virtual concerts and other performances.

Virtual concerts

Some companies have provided these virtual concerts as virtual reality experiences, while others have experimented with virtual concerts in video games.

Businesses no longer need to be confined to their physical locations – they’re able to bridge the geographical space between them and their customers while creating memorable experiences.

For example, a metaverse is in the making for Sunset Hospitality’s AURA Skypool, the world’s highest 360° infinity pool, located at Palm Jumeirah.

The destination’s move into the metaverse is being curated by ‘Rare City’, part of The Rare Age Technologies.

Guests will soon be able to get a glimpse of the AURA experience, adding an extra dimension to the iconic landmark.

Removing friction

Aside from the pure social functions of the metaverse, it is crucial to understand that it presents a lot of potential for businesses: enhancing experiences, removing friction, and providing opportunities for interactions.

Increasingly, the metaverse is being viewed as a viable concept for those in the hotel industry to explore, and some properties have started providing virtual spaces for digital meetings or celebrations.

Meanwhile, with e-commerce, the metaverse can provide opportunities for customers to experience products or services before buying.

The futuristic digital world that the metaverse promises has the potential to transform the hospitality industry, potentially bringing in more revenue streams, more clients and engagement models through strategic use of the platform.

However, building such a model requires strong collaborations with the right partners. It will be interesting to see how the metaverse will ignite the hospitality industry and where it takes us.

By Guillaume Ferraz, Managing Director of Daylife, Sunset Hospitality Group