Here’s the thing with VR – not too many people have tried it. Or at least, they hear about it, and have wildly different thoughts on what it is. Some think the 360 videos are exactly the same as the HTC Vive; others think VR is a hyperrealistic world. So when I saw this story on UK tourists, I wasn’t sure the people really understand the tech… or more importantly, if it is actually useful. Sometimes seeing pictures of a hotel outside is easier and less cumbersome than seeing the inside of the room you will be staying in.

Regardless, it does show a general interest in VR, which is important for its growth. And generally speaking, the stats are pretty interesting in showing what people want to see – if potentially not what they need.

Anyway, Apadmi found that almost half of Brits (48%) would like to see investment in interactive technology, like VR and AR, to inform their holiday choices. It is worth noting that the report surveyed 1,000 people who had taken a holiday in the last 12 months, while VR was rising in popularity.

Commenting on the findings, Nick Black, CEO of Apadmi, said: “Creating loyal customers is becoming increasingly difficult for companies operating in the travel sector. Competition is becoming fiercer between different travel agents and operators, and customer expectations are changing continuously.

“Our research has found that customers are asking for more innovative technology from the travel sector. Investing in areas such as AI, VR and AR will help travel companies create and maintain competitive advantage, and build that elusive consumer loyalty.”

While I am wary, I interprate the information as general interest in VR and its potential applications. And hell, campaigns using the tech has been shown to increase engagement so, why not?

Tom Ffiske
Subscribe to Virtual Perception’s Newsletter here