What are the main challenges and opportunities for VR adoption in travel and tourism?

2 VR benefits for tourism providers

Another opportunity for VR adoption in travel and tourism is that it can offer tourism providers with new ways of attracting, engaging, and retaining customers, as well as reducing costs and increasing revenues. For example, VR can help tourism providers to showcase their products and services, such as by creating virtual tours, previews, or reviews of their destinations, accommodations, or activities. VR can also help tourism providers to create loyalty and trust, such as by providing post-trip VR content, feedback, or rewards to their customers. VR can also help tourism providers to diversify and expand their markets, such as by reaching out to new segments, such as millennials, families, or disabled travelers, or by creating new products, such as VR travel packages, subscriptions, or memberships.

3 VR challenges for travelers

However, VR adoption in travel and tourism also faces some challenges and barriers that may limit its appeal and usage among travelers. One of the main challenges is the cost and availability of VR devices and content. VR devices, such as headsets, controllers, or accessories, are still relatively expensive, bulky, and complex to use, which may deter some travelers from buying or carrying them. VR content, such as apps, games, or videos, are also still limited in quantity, quality, and variety, which may affect travelers' expectations and satisfaction. Moreover, VR content may require high-speed internet connection, storage space, or battery power, which may not be easily accessible or affordable in some destinations or situations.

4 VR challenges for tourism providers

Similarly, VR adoption in travel and tourism also poses some challenges and risks for tourism providers. One of the main challenges is the competition and substitution effect of VR. VR may reduce the demand and value of real travel and tourism products and services, as some travelers may prefer to stay at home and enjoy VR experiences instead of traveling physically. VR may also increase the expectations and standards of travelers, who may demand more authentic, immersive, and diverse experiences from real travel and tourism providers. Furthermore, VR may create ethical and legal issues, such as by infringing on the intellectual property, privacy, or cultural rights of the destinations, communities, or individuals featured in VR content, or by exposing travelers to inappropriate, harmful, or misleading content.

5 VR solutions for travelers

To overcome some of the challenges and limitations of VR adoption in travel and tourism, some possible solutions and strategies can be implemented for travelers. One of the solutions is to lower the cost and increase the availability of VR devices and content, such as by offering rental, sharing, or subscription models, or by creating more affordable, portable, and user-friendly devices and content. Another solution is to improve the quality and variety of VR content, such as by using more realistic, interactive, and adaptive technologies, such as 360-degree video, haptic feedback, or artificial intelligence, or by creating more diverse, inclusive, and culturally sensitive content. A third solution is to integrate VR with real travel and tourism experiences, such as by using VR as a complement, not a substitute, for real travel, or by using VR as a tool for preparation, enhancement, or extension of real travel.

6 VR solutions for tourism providers

Similarly, to address some of the challenges and opportunities of VR adoption in travel and tourism, some possible solutions and strategies can be applied for tourism providers. One of the solutions is to embrace and leverage the competition and substitution effect of VR, such as by using VR as a marketing and promotion tool, or by creating synergies and partnerships with VR content creators or platforms. Another solution is to meet and exceed the expectations and standards of travelers, such as by offering more authentic, immersive, and diverse experiences, or by adding value and differentiation to their products and services. A third solution is to adhere to ethical and legal principles and practices, such as by respecting the intellectual property, privacy, and cultural rights of the destinations, communities, and individuals featured in VR content, or by ensuring the safety, quality, and accuracy of VR content.