Virtual Reality (VR) is revolutionizing numerous industries, and hospitality is no exception. What started as a gaming novelty has evolved into a sophisticated tool with significant applications, including engineering, healthcare, and, of course, hospitality. With advancements in VR headsets, imagery, and internet connectivity, the technology is now accessible and practical for broad commercial use. Against this backdrop, Hilton Hotels has been pioneering VR to enhance both guest experiences and employee training.
The global pandemic of 2020 accelerated the adoption of VR in the hospitality industry as companies sought innovative ways to maintain customer engagement. Traditional travel ground to a halt, but VR allowed potential travelers to explore destinations from the safety of their homes. Although VR can never fully replace the physical thrill of travel, it offers a compelling and immersive way to preview destinations, broadening accessibility for those with health restrictions or other barriers.
The Rise of VR in Hospitality
VR technology enables users to virtually “travel” to various locations, offering them a believable and engaging experience. For individuals who cannot travel due to physical or financial constraints, VR provides an alternative means to explore new places and cultures. This inclusivity is a significant step forward in making travel experiences accessible to all. The use of VR in hospitality was particularly vital during lockdowns when traditional travel was severely limited. Through VR, potential travelers could explore and experience different destinations, providing a much-needed escape and keeping the travel dream alive. This not only sustained customer interest but also highlighted the versatility and potential of VR as a permanent fixture in the hospitality industry.
Even beyond the pandemic, the practicality and allure of VR remain strong. It serves those who are physically unable to travel, whether due to health issues or financial limitations, by offering a taste of exploration that was previously unavailable. This virtual exploration can also act as a preliminary step for travelers, allowing them to “test” destinations before committing to physical travel. By expanding the reach of travel experiences, VR technology is fostering inclusivity and broadening horizons for many.
Virtual Hotel Tours and Booking Processes
A notable application of VR in the hospitality sector is virtual hotel tours. These tours provide potential guests with a sneak peek into their future accommodations, enabling them to make more informed booking decisions. By offering 360-degree views of rooms, amenities, and overall ambiance, hotels can attract more customers and increase booking confidence.
This virtual insight significantly enhances the decision-making process for travelers. Potential guests can experience the look and feel of their rooms, the layout of the hotel, and even the surrounding areas, all from the comfort of their homes. This pre-visit exposure creates a level of transparency and trust that can be highly persuasive in the booking process.
Innovations don’t stop at tours. Companies like Amadeus have integrated VR into the booking process, allowing customers to browse for flights, book rooms, and gather essential travel information through a VR headset. This immersive, engaging interface can revolutionize how people plan their travel experiences, moving away from traditional websites to a more interactive and enjoyable format. Not only does this make the booking process more engaging, but it also provides a richer, more informed experience, helping customers feel more confident and excited about their travel plans.
The integration of VR into booking processes is also indicative of a broader shift towards more personalized and immersive customer experiences. By leveraging VR, companies can offer a more dynamic and interactive approach to travel planning, enhancing customer satisfaction and loyalty. This shift not only benefits the end-user but also allows companies to differentiate themselves in a competitive market, setting new standards for customer engagement and service.
Hilton’s VR Initiatives
Hilton Hotels, a global leader in hospitality with over 6,000 properties, has significantly invested in VR technology. Collaborating with Facebook’s Oculus and development company SweetRush, Hilton has integrated VR into various operational aspects. Their efforts have focused not just on enhancing guest experiences but also on improving internal processes and employee training.
One of Hilton’s most notable VR applications is in corporate team training. Many corporate employees may not fully understand the daily challenges faced by hotel staff. Through VR simulations, corporate team members can virtually experience hotel operations, enabling them to make more informed and empathetic decisions. This training initiative has shown promising results, with 87% of participants altering their behavior positively after VR training.
Hilton’s use of VR extends beyond the corporate office, reaching into the daily operations of frontline staff. SweetRush has developed immersive VR scenarios that allow employees to practice handling challenging guest interactions. By experiencing these scenarios in a controlled environment, staff can develop better problem-solving skills, empathy, and customer service abilities. This innovative approach not only prepares employees for real-world situations but also fosters a deeper understanding of guests’ needs and expectations, ultimately enhancing the overall guest experience.
The integration of VR into Hilton’s operations underscores the company’s commitment to innovation and excellence. By embracing cutting-edge technology, Hilton is setting new standards in both guest service and employee training. This forward-thinking approach not only provides immediate benefits but also positions the company as a leader in the evolving landscape of hospitality.
Training and Empathy Building
Hilton has extended its VR training beyond the corporate office to frontline staff, aiming to improve customer service and operational efficiency. VR scenarios developed by SweetRush allow employees to handle challenging guest interactions in a controlled and immersive environment. These simulations help staff members understand guest perspectives, fostering empathy and enhancing service quality.
Empathy is a cornerstone of excellent customer service. By immersing employees in VR scenarios depicting both good and poor service experiences, Hilton aims to build a more empathetic workforce. This practice not only improves day-to-day guest interactions but also aligns more closely with Hilton’s commitment to exceptional hospitality.
The benefits of VR training extend beyond individual interactions, fostering a culture of empathy and understanding throughout the organization. Executives who participate in VR training gain insights into the daily challenges faced by frontline staff, enabling them to make more informed and supportive decisions. This alignment between corporate leadership and operational realities ensures that strategies are grounded in a genuine understanding of guest and employee needs.
Moreover, VR training helps employees develop critical thinking and problem-solving skills. By simulating a variety of scenarios, employees can practice and refine their responses to different challenges, making them more adept at handling real-world situations. This comprehensive approach to training not only improves service quality but also enhances overall operational efficiency.
Broad Trends and Industry Impact
An exciting application of VR in the hospitality industry is virtual hotel tours, offering prospective guests a glimpse into their future accommodations. These 360-degree tours showcase rooms, amenities, and the hotel’s overall ambiance, enabling more informed booking decisions and boosting customer confidence. Travelers can virtually explore the look and feel of their rooms, hotel layout, and even surrounding areas from home, fostering transparency and trust that significantly enhance the booking process.
Beyond virtual tours, innovations continue with companies like Amadeus integrating VR into the booking process. Customers can browse flights, book rooms, and access essential travel information through a VR headset—transforming traditional online bookings into immersive, engaging experiences. This shift not only makes the booking process more interactive and enjoyable but also provides customers with a richer, more informed experience, elevating confidence and excitement about their travel plans.
The broader move towards personalized, immersive experiences is evident in VR’s role in travel planning. By leveraging VR technology, companies can create dynamic and interactive customer experiences, enhancing satisfaction and loyalty. This innovative approach allows businesses to stand out in a competitive market, setting new benchmarks for customer engagement and service.
