The possibilities are limitless when it comes to the potential applications for VR in the hotel and resort industry. Many properties, for example, use 360º video tours as a means of showing potential customers around a property before they book. Others may take this a step further by offering live video walk-throughs with a staff member readily available to host and answer questions as the viewer explores the property itself.

With other innovations, such as volumetric video, it is even possible to digitize real people into virtual environments. This is done by capturing a three-dimensional video of a person and "placing" that person into a 3D or 360° environment. This type of technology can be used in the hotel/resort industry to elevate the experience of a 360° tour, bringing these encounters to life with real tour guides.

At the end of the day, VR content can be enjoyed regardless of whether the viewer has a VR headset or not—though using a headset does provide a more realistic and immersive experience.

So, what does your hotel or resort have to gain from creating quality VR content?

1. Offer an Immersive Experience

Let's face it. Travelers (like the ones you welcome at your property) are all about the experience. Virtual reality meshes well with this idea because, by its very nature, VR allows your potential hotel guests to experience your hotel before they secure their booking. This marketing method is able to deliver an immersive experience that photos and traditional videos simply cannot.

2. Stand Out Among the Competition

If you're not using virtual reality to market your property, there's a good chance your competitors are (or will be in the near future). Stay ahead of the competition and gain an advantage by getting involved with VR marketing now. Offering quality VR content that properly showcases what makes your hotel stand out could be the difference between a traveler booking with your resort or giving a competing resort their business.

3. Boost Your Bookings

If you're looking to increase direct bookings to your property, virtual reality is the way to go. This is especially true when you consider the difficulty that many hotels/resorts face obtaining direct bookings due to the popularity of third-party travel sites. However, if an immersive VR experience is offered on your hotel website and potential customers have the option to book seamlessly from the same location after they view your VR content, this can drastically boost your direct bookings. Meanwhile, your property will generate more revenue because you'll be reducing your commissions paid out to third-party travel websites.

Now that you see how your property can benefit from offering VR tours and other VR content as part of your marketing plan, there are some tips and best practices to keep in mind as you develop your strategy.

Offer a Comprehensive Property Tour

One of the best ways to showcase what your property has to offer is to create a comprehensive video walk-through tour of your hotel or resort. From your viewer's perspective, walk them through the entire process of arriving at the hotel, getting checked in, arriving at their room, and then taking a look at the facilities. This is your opportunity to highlight all the incredible amenities that set your property apart from others, whether it be the beautiful decor, the incredible dining, or the breathtaking views.

Provide a Behind-the-Scenes Experience

Another component to consider including in your VR content is that of a behind-the-scenes experience. Show your audience around the state-of-the-art kitchen in your restaurant, or showcase what the set-up process looks like for a meeting or event at your property. Offering VR content of these inner workings is a great way to position your customers as insiders themselves, which can encourage bookings and improve your brand perception.

Show Off Your Team and Customer Service

Virtual reality also poses a great opportunity to showcase your property's amazing team and the unrivaled customer service that it has to offer. As you create a video tour of your property, for example, be sure to have various team members stop and "greet" the viewer throughout. From the valet and the front desk host to the hotel chef and housekeeping staff, getting to "meet" these team members first-hand can make all the difference. This can also help potential customers experience the kind of service they can expect once they arrive at your property.

Provide Insider Travel Tips

You can add even more value to your VR content by offering some insider travel tips as part of your marketing. For example, if one of the selling points of your hotel is its proximity to local attractions, you might showcase this by creating a VR video that actually takes the potential customer on a walk from the front doors of the hotel to nearby locations. A team member could even "tag along," providing local insights and further recommendations.