With the growth in technology across the hospitality industry, this article considers the possible role for Virtual Reality in the travel booking experience, and asks a range of industry experts whether the use of VR is more geared to B2B rather than B2C, for instance its value to architects and designers and their hospitality clients by ‘walking through’ the new environment.

Conclusions include: a travel agent willing to invest in VR headsets might convert visiting customers, or a new hotel brand at a trade show, but consumers browsing options from home or work are unlikely to put on a pair of 3-D goggles to make a final decision; the next iteration could be the ability to take a virtual tour with a hotel representative; and rather than individual hotels showing rooms and restaurants, destination resorts and cities might invest in high-quality immersive videos which would then be accessible via website and mobile app.

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