The future of the travel and tourism industry will be shaped by a range of disruptive topics, with virtual reality (VR) being one of the topics that will have a significant impact on airport companies.
Virtual reality is a technology that immerses the user in a completely artificial world, which has the illusion of reality. The market is still very much geared towards gaming, but virtual reality is gaining traction in areas like social media and live streaming. Consumer-focused virtual reality companies are seeking a near-legendary killer app that would make virtual reality a mainstream success. Meanwhile, VR headset makers are increasingly exploring B2B growth.
In the past, VR was seen as a gimmick in the travel and tourism industry, but a combination of technological developments and macroeconomic impacts (such as Covid-19) means that VR is now an important part of marketing strategies, the experience economy, staff training and sustainability. The technology will continue to lose its reputation as a gimmick as the younger generations who are more familiar with this technology (such as Gen Z) continue to grow in importance as a consumer sector.
However, not all companies are equal when it comes to their capabilities and investments in the key topics that matter most in their industry. Understanding how companies position and rank on the most important topics can be a major leading indicator of their future earnings potential and relative competitive position.
According to GlobalData thematic research reportAnd the Virtual reality in travel and tourismMajor adopters include Dubai Airports, Royal Schiphol Group, Los Angeles International Airports, Fraport, Shanghai International Airport and Sydney Airport Holdings.
Insights from top rated companies
Fraport
In 2019, Fraport and AeroGround Flughafen München developed a joint virtual reality (VR) training tool for ground handling operations. In addition, the multimedia Fraport Visitor Center at Frankfurt Airport opens in 2021. The center uses advanced forms of technology to create immersive and interactive experiences for visitors. One specific exhibit focuses on virtual reality, where visitors ride through the airport’s baggage handling system to understand and experience the diverse and highly complex operations that take place at the airport.
Los Angeles International Airports
Los Angeles Universal Airports has announced a 360-degree virtual tour of LAX during the pandemic. The “first of its kind” Virtual Airport Tour provides a vivid recreation of a real-life tour for communities, students, and airport or aviation enthusiasts from around the world. Virtual reality also played a major role in the design of Los Angeles International Airport’s Concourse North Gates project. Major design decisions involving the ramp control tower, end user sightlines, and vertical rotation transmission for elevators and escalators were planned and tested using virtual reality as a key medium.
Shanghai International Airport
At Shanghai Pudong International Airport, a ground traffic control system that incorporates the Internet of Things, big data, and virtual reality technologies has been launched. 3D traffic driving platform can supervise the operations of passenger cars, taxis and buses to and from the airport to prevent congestion
Originally posted 2022-12-03 10:25:17.