Will Augmented Reality Enhance The Hotel Stay Of The Future?
— 7 experts shared their view
While virtual reality can be used to attract travelers to a specific destination, augmented reality has the potential to enhance the experience as it is lived. From the point of view of sales and advertising, AR is a great way to show offers and promotions in real-time: a traveler could point the camera at a restaurant and see the menu-of-the-day come to life, or watch hotel room rates shown over the "real" property. It is likely that the future of travel will be made up of a mix of multiple realities: phenomenal, virtual, and augmented.
How will hotels be able to benefit from the technology?
Founder | CEO | Futurist
AR is present in different areas of our life today, even on its most trivial aspects: think about the explosion of Pokémon Go, a game with over 60M active users every month. Some hotels have ridden this "gamification" wave, transforming into "Pokétel." AR is also used to offer unique experiences, as in the case of "Le Petit Chef," an application created by SkullMapping, which lets you enjoy your dinner while it is "cooked" by an animated Chef on your plate.
Examples are everywhere, and they show a renewed interest in the technology. I have always felt that the Google Glass flop was more due to an error in timing, rather than design, and several trends confirm this: in '19, Facebook signed a partnership with Luxottica to market its version of AR glasses. In '20, Google itself bought North, a Canadian manufacturer of smart glasses, which had already received funds from Amazon and Intel. Google, especially, is at the forefront when it comes to AR: just open Maps, click on "Live View" and see what happens, or, even better, check Google Lens out. A mobile image recognition app launched during I/O of '17, Google Lens is often referred to as the "Shazam of things." It allows to scan and translate texts from images, menus or flyers, find information, reviews, opening hours, and historical facts about monuments, restaurants, and shops, etc., so I'd say hotels are already, even though mainly indirectly, benefiting from the technology, and they will continue to do so in the future.