Winning In The Tech Era | 13 experienced with just a smartphone In both cases, make no mistake, its future use in travel is materializing on the horizon as a video-based resource for vacation inspiration “VR has always been seen as something on the fringe of general commercial appeal It’s been relegated to uses in video games and other entertainment-related media As it grows, I think we will start to see it used across many industries, including travel, in meaningful and interesting ways,” says Shultz “For example, if a customer is looking for a more ‘hands-on’ experience of a destination, a VR version of that destination could be shown in order to get that customer to experience some of what that place has to offer When it comes to products such as resorts or cruises, VR experiences can showcase aspects of those offerings prior to the purchase so that the customer can get a ‘feel’ of that product before purchasing I also expect that major travel suppliers will embrace this trend and use VR as a way of communicating their value to a potential customer without having to necessarily have that customer experience that product first-hand” But VR and AR are still in the emerging technology category “Until the hardware factor is solved, neither AR or VR will have mass customer acceptance,” explains Rose “Look to Apple’s new, not-yet-released headset, be the start of better UX in the AR/MR space VR has value, especially for the gamer generation, but it will continue to be limited by the hardware issue Once this is solved, I anticipate that the VR process will complement the real-world experience, actually providing benefits such as visiting a digital twin of a hotel and receiving special access when you arrive at the physical hotel” Whether and when these digital technologies will take hold in a significant way is currently up for discussion But travel advisors should at least be aware of the trends, and make the effort to sample the offerings personally, should their clients or prospects ask about making virtual a reality for themselves “Technology should augment human behavior More specifically, any activity that is a simple lookup – customer needs a copy of their itinerary, wants to add some basic service to their itinerary, etc – could be automated through intelligent chat Technology can also be deployed that analyzes call center conversations to determine areas for further automation” At the very least, travel advisors would do well to start reading up on the features, uses, and impact of AI and chatbots on the travel process – with an eye towards how this tech can enhance their role and capabilities – so they are able to respond strategically as developments progress that may affect their businesses Virtual Reality and Augmented Reality Right on the cutting edge of tech and fueled by the pandemic lockdown, VR and AR are being used to create immersive experiences for travelers through technology Travelers can have a simulated experience of visiting a breathtaking tropical beach, a famous architectural landmark, a K2 climb, a safari, a resort’s grounds, or a theme park’s rides – all before they book They can learn virtually first-hand about the history, culture, and natural wonders of a destination through a simulated and sense-enlivening session There are differences between VR and AR With VR, users put on a headset or other specialized equipment to immerse themselves in a 360-degree travel experience without having to leave the comfort of their own homes AR offers enhanced displays with overlaid content (but unlike VR, it augments the person’s actual surroundings instead of replacing it), and is currently used most often for in-destination experiences, including way-finding and information-sharing Adoption of VR has been slow, partly because most households do not have the needed equipment, and it is bulky and uncomfortable AR, however, can be “Technology should extend and augment human capabilities. Now is the time to achieve maximum efficiency by experimenting with new AI tools.” – Norm Rose, travel technology analyst, and president of Travel Tech Consulting, Inc. (continued from page 12)