Case Study:
Virtual Reality for Travelers
In an industry as vast as travel, Virtuoso stands out by connecting 20,000 elite travel advisors with over 1,800 premier travel partners globally, facilitating over $15 billion in annual sales. Recognizing an opportunity for innovation within this esteemed network, I led the development of a new division aimed at transforming travel planning through Virtual Reality (VR) technology.
This initiative combined cutting-edge technology with Virtuoso’s unparalleled luxury travel offerings to set a new benchmark for engaging and personalized travel discovery.
The Problem
The primary challenge for travel agencies has been effectively conveying the appeal of less frequented destinations to prospective travelers. The objective was to enable travelers to virtually explore these places prior to making a booking decision. By appealing to high net worth individuals, the goal was to enhance the average booking value.
Virtual Reality (VR) presented an opportunity to provide immersive previews of uncharted destinations, aiming to increase agency visits and revenue. The question was, how could VR be utilized to attract a wealthier clientele and vividly showcase these destinations, thereby increasing agency foot traffic?
My Role
As the UX Director, my responsibilities encompassed user research, strategy formulation, business development, branding, visual design, and video editing. My role was to lead and integrate these efforts, leveraging thought leadership to navigate the project’s direction.
The Team
UX Director, UX Designer, consult with Marketing, Sales, and Business Development
Methodologies and Techniques
Literature Review - Participatory Design - User Journey - Ethnography - Usability Testing - Competitive Analysis - Interviews
Tools
Photoshop - After Effects - Illustrator - Premier Pro - Axure
Empathize
White paper
To understand the user and the problem more deeply, I conducted extensive research into VR technology and its applications in travel.
This research culminated in a white paper and a comprehensive business plan, validating the concept and its market viability.
Empathize
Excerpts from the white paper I authored
Empathize
Traditional travel agencies faced challenges with the rise of online travel agencies (OTAs). In response, Thomas Cook, a major European tour operator, introduced Samsung Gear VR headsets in their stores to offer immersive previews of vacation destinations. This innovative strategy successfully attracted customers back to their stores, demonstrating a positive impact on bookings.
Define
Problem Statement
“How might we use Virtual Reality to increase travel bookings through immersive experiences?”
Ideate
Business Plan
In the ideation phase, I explored various business models and conducted a cost-revenue analysis, culminating in a detailed business plan developed in partnership with business analysts at Virtuoso.
Ideate
Excerpts from the business plan I authored
Prototype
In the ideation phase, I explored various business models and conducted a cost-revenue analysis, culminating in a detailed business plan developed in partnership with business analysts at Virtuoso.
The Model
Travel Industry
Prototype
The Content Model
Travel Industry
Content - Suppliers
Prototype
The Content Model
Travel Industry
Content: Studios
Prototype
The Content Model
Travel Industry
Content: Virtuoso
Prototype
The Experience Model
Travel Industry
Tourism Boards: cities, landmarks
Tour companies: tour highlights
Hotels: property, rooms, restaurants, facilities
Cruises: ship, cabins, restaurants, facilities
Airlines: first-class cabins
Prototype
The Distribution Model
Prototype
Virtuoso Virtual Reality Lab
I founded the creation and outfitting of the Virtuoso Virtual Reality Lab, ensuring the delivery of deeply immersive experiences through high-end custom components. These prototypes were showcased at Travel Week, demonstrating the potential of VR in travel.
I built four machines as proof of concepts of what we would distribute to our network. I used them to demo Virtuoso Virtual Reality content at Travel Week.
Prototype
Design and Branding
I was responsible for designing all creative content, branding, and marketing materials, ensuring the VR project was effectively promoted.
Test
Partnerships
I forged partnerships with tourism boards worldwide to showcase content that inspired people to consider booking destinations they might not have otherwise considered.
These partnerships granted me access to never-before-seen VR content from tourism boards representing South Africa and New Zealand that I was then able to demonstrate in front of thousands at our annual Travel week conference.
New Zealand tourism board Director experiencing Virtuoso Virtual Reality at Travel Week
Test
Virtuoso Travel Week Demonstrations
During Virtuoso's annual conference, a global gathering of the travel industry's finest, we showcased a selection of Virtual Reality Experiences. These experiences virtually transported hundreds of attendees to stunning destinations worldwide. The reactions were overwhelmingly positive, with participants visibly thrilled, engaging actively with the virtual environments, and expressing profound emotional responses.
Notably, the immersive nature of these experiences moved some attendees to tears, underscoring the profound impact of VR on evoking deep emotional connections to places they had yet to physically visit.
Travel agency owner experiencing Virtuoso Virtual Reality at Travel Week
Results
Response from the travel industry
Results
Response from Virtuoso Leadership
David Kolner
Senior Vice President, Strategy
David leads Virtuoso’s strategic and business planning process which includes Virtuoso's global team of General Managers.
“Virtuoso VR aligns with our goal of fostering emerging technologies that are focused on increasing efficiency and enhancing client service for travel advisors”
“Virtuoso VR has curated its content and platform so that advisors can convert quality leads and offer an experience to travelers like never before. Virtuoso wanted to offer our members a chance to pilot this kind of technology, allowing them to be among the earliest adopters of virtual reality in the industry.”
"Since its launch, travel advisors have been eager to embrace the new technology, which they say gives them a competitive edge over online OTA’s when engaging with clients.”
“The sensory experience of virtual reality can make the travel discovery process immersive, productive, and fun. Virtuoso VR is bringing visual marketing to the eyes of prospective travelers and then placing the traveler in the hands of expert Virtuoso advisors. It is this perfect union of human connection and technology that we wanted to pilot with our travel advisor members.”
The Results
Agencies with Virtuoso VR systems had a 21% net increase in bookings.
Agencies that installed Virtuoso VR systems boosted foot traffic by 35%.
Established Virtuoso as an innovative leader in a nascent space for the travel industry.
The Virtuoso agency network stated this project gave them a competitive edge over OTA’s.