While virtual reality has been around for years, it is still very much in its infancy stage when it comes to marketing and even more so when it comes to hospitality marketing. The shame of it is that the industry has been missing out on a tool that can be used in a variety of ways to make properties more appealing and to allow visitors at trade shows or events to experience the benefits and features of any given property.
What Is Virtual Reality (VR)?
Without getting into the technical aspects of VR, it is, in essence, a 3D computer-generated image that when combined with the proper equipment, makes the viewer feel as though he or she is in that particular space.
Why Should Hotels Be Using VR?
I want you to take some of the materials you generally take to a trade show or on cold calls to try to sell your hotel to potential guests. Now, think of the best aspects of your hotel or better yet, take a walk through the ballroom during a big wedding or event. Which do you think would better sell the property… the pamphlet or the actual walkthrough, seeing the hotel as it truly is and how it would work for their particular function or event? Obviously, seeing the property as it relates to their needs will work far better than any pamphlet, and this is exactly what you can do with VR marketing.
Virtual Reality Marketing Advantages
Be First – in the hotel business, you want to be ahead of the trends, not waiting for other people to dictate them. Even as advanced as VR technology is today, very few hotel companies are using this technology to its full benefit. This is more than likely because of the cost, but that can be recovered rather quickly and will be. Imagine being at a trade show where everyone is pushing the same types of marketing materials but there you are with a VR experience no one else is offering. Where do you think the crowd will be?
Real User Experience – go back to the example we talked about above in being able to show a guest how your property will look during their event. You can create VR marketing materials for trade shows, weddings, theater-style presentations, etc. Additionally, you can create VR marketing for room tours and a guided tour through the entire property.
Rather than try to tell the guest how their event or show would be laid out at the property, you are now able to literally put them right in the middle of a show where they can walk around and interact just as they would if they were on the property in the middle of the event. They will get a true feel for how their event or show will work at your property without ever having been on site.
It’s Cool – never underestimate the value of something that makes people talk. Since VR marketing is pretty rare, when someone sees your VR marketing presentation, they are going to talk about it. Every conversation they have is free word-of-mouth advertising that benefits your brand and hotel. That type of advertising is far more valuable than that ad space you are buying in a newspaper or magazine.
While virtual reality is probably something you may be able to do on your own with the right equipment and a few hours of YouTube video watching, it is probably something best left to the professionals. The impact it can have if done properly will more than make up for the initial costs. The time is now, though, as this type of marketing is becoming more and more popular. If you want to be the trendsetter and see the highest possible ROI on this investment, don’t wait too long!
Is your marketing team exploring avenues like VR marketing to help build your brand? If they are not exploring out-of-the-box ideas like this, it may be time to call Joseph David International. JDI is consistently ranked among the top hotel recruiters in the country because we don’t just find candidates, we find the ideal fit for your particular property and needs. For more information about our hospitality recruiting services, please click here.