TripAdvisor, the online travel agency, is considering a foray into the metaverse later this year, as revealed in a recent press release.
The platform is forging a partnership with MeetKai, a metaverse and artificial intelligence (AI) company, as officially revealed during CES 2024.
Adam Ochman, the global director of marketing solutions for TripAdvisor, shared that the collaboration aims to enable users to virtually explore destinations, including landscapes, landmarks, and cultures, providing a “try-before-you-buy” experience.
While specific details about the initiative are not disclosed, it appears that TripAdvisor will facilitate the creation of digital spaces or in-real-life travel experience virtual replicas for users to explore before finalizing their reservations.
MeetKai’s Chief Business Officer, Peter John Alexander, suggested that all existing functionalities on TripAdvisor could soon be “executed and explored on the metaverse.”
This move aligns with a trend in the travel industry, where companies are exploring metaverse applications to offer customers more immersive experiences.
For instance, Blue Diamond Resorts, a Caribbean resort chain, has introduced virtual property exploration in the metaverse, allowing tourists to assess destinations before booking.
Further illustrating the growing trend of try-before-you-buy initiatives, Mahindra has unveiled a metaverse home-buying experience that allows individuals to explore and personalize the interiors of potential homes before purchasing.
These initiatives underscore the growing influence of the metaverse, aligning with Booking.com’s earlier forecast in a 2022 report. According to the report, the metaverse was expected to have a significant role in vacation planning in 2023, with 39% of travelers showing a keen interest in virtually exploring new destinations before finalizing their bookings.
This appears to be a trend that is anticipated to persist throughout 2024, as the metaverse could not only enhance consumer satisfaction by aligning expectations with reality but also benefit companies by making their destinations more easily discoverable.
