Getting Started in the Metaverse: A Guide for Hoteliers to Navigate the Embodied Internet
11 experts shared their view
The idea of a metaverse is quickly becoming a reality, driven by advancements in virtual and augmented reality technology, blockchain, and Web3. However, the metaverse can be a daunting and perplexing place for those unfamiliar with its workings. At Hospitality Net, we aim to clarify the process of getting started in the metaverse by addressing crucial questions, such as the initial steps to take, essential information to be aware of, necessary team members, the role of met-agencies, and whether it is accessible to everyone. So, how would you give entrepreneurs a straightforward answer to navigating this new frontier and kickstarting its business potential?
Dear reader, nobody knows exactly how the metaverse space will evolve. However, we know that technology is relentless in its progress, and that immersive technologies will likely keep being developed and pushed for mass adoption.
Therefore, I would like to invite entrepreneurs in the hospitality industry not to think the metaverse as a destination. Removing that need to "be a part of the metaverse" enables decision makers to pick just what they think it could increase their value proposition: is it a virtual concierge (a.k.a non-playable character or NPC, programmed to perform some actions in your behalf), is it a virtual tour of your place to make sure people get the best impression before deciding where to book their next holidays, or is it a room at your venue where customers can have a virtual reality experience?
As I tend to say, "think customer first", discover what your average guest would value the most from these emerging technologies, and give that first step into incorporating one, two or several immersive tools commonly associated with the metaverse.
You don't need a team to make it happen, there are start-ups and freelancers waiting to design your next chapter in this exciting space.
Hoteliers are already overworked as is with numerous other siloed systems in place, so adding yet another parallel, disconnected process isn't going to work. Hence, the first step to onboarding any metaverse technologies is to look at how the data will be piped, cleaned and structured within existing guest profile systems or CRMs as well as connected to current payment rails.
Then once there's an identifiable path to proper interfacing, the metaverse should be viewed as an opportunity to better know your customers by learning their preferences through interactive prearrival and post-departure virtual worlds. This will then let you build richer guest profiles with far superior segmentation to then anticipate onsite service requests, eliminate even more points of friction, customize experiences and generate one-to-one upselling offers.
The metaverse presents many opportunities for hoteliers. Kick off your journey by acquainting yourself with key concepts like virtual reality, augmented reality, and immersive guest experiences. Delve into the metaverse ecosystem, researching platforms, trends, and enterprises, while choosing your niche, be it virtual concierge services, digital amenities, or VR-driven F&B experiences.
Assemble a proficient team of experts boasting diverse proficiencies in technology, design, and marketing, ensuring they're fluent in metaverse platforms and blockchain technology. Forge alliances with met-agencies, specialized firms that guide you through the metaverse, streamlining your virtual presence, and honing your business strategy.
Accessibility is paramount in the metaverse. Champion education and training to fully exploit its potential and remain a vanguard in this rapidly evolving industry. By mastering key concepts, carving out your niche, orchestrating a skilled team and synergizing with met-agencies, you can confidently navigate the exhilarating domain of the metaverse.
Your metaverse applications could include virtual hotel tours, 3D room previews, personalized guest avatars, and VR-enhanced event spaces. By integrating these innovations, hotels can elevate guest experiences and create a cutting-edge hospitality environment. Embrace the learning curve and innovation as you venture into this uncharted territory, poised to revolutionize the hospitality landscape.
Web3 and the Metaverse are a perfect way to engage a brand's community, and build customer loyalty.A successful web3 strategy is based on creativity, just like Clark Kent and Superman, brands need to forge their own unique web3 identity, and people will validate it (or not).
A crucial element of the strategy must be joy: whoever is working on web3 within the brand must be excited about the technology and a little bit crazy, and they need to have the support of leadership, and leeway to try things that are edgy.
Here we are experimenting, the objective must be to bond with the community and create love around the brand. If the sole purpose of a web3 strategy is to make money, it probably won't work.
The internet, which is now an essential part of our daily lives (and, according to a 2021 report by Oxford Economics, an economy worth $11.5 trillion), was once, exactly like the metaverse, dismissed as a fad that would soon fade away...
That being said, if I should give a piece of advice to start testing the waters in the Metaverse, it would be to follow these basic rules:
DYOR (Do Your Own Research);
Advertise;
Pick a world;
Design/build/upload;
Engage with (existing) communities;
Promote;
Track, track, and track;
Decentralize.
When it comes to the Metaverse, it is important to strike a balance between optimism and caution. Don't believe the hype, but also don't fall for fearmongering. Because, as always, veritas in medio stat.
Related article by Simone Puorto
The metaverse is a rapidly emerging reality driven by technological advancements in virtual and augmented reality, blockchain, and Web3. Hoteliers can take advantage of this new world, but it can be challenging to navigate.
To get started, it's important to understand some essential terms such as NFTs, the metaverse, 3D, XR, and Web3. Understanding these terms can help you see how moving to the metaverse can benefit your brand, reach new customers, and create new revenue streams.
But before you dive in, you must know your brand and target audience, align your objectives with your strategy, and decide on the best way to interact with users in the metaverse. Once you have a plan, you can test and learn to see what works.
It's also important to have a team with the necessary skills to execute your strategy successfully, and you may want to consider working with an agency to navigate this new terrain.
The first and most important step for entrepreneurs to start on the Metaverse and utilize its business potential is to thoroughly understand what the Metaverse is and to avoid falling into the trap of virtual reality. The Metaverse is not only VR, and it is not merely avatars walking and talking in virtual spaces. A simple way to put it is that the Metaverse is an ecosystem of technologies that includes VR,AR,XR,MR,AI,machine learning, and others.
The next step is to acquire the necessary knowledge and experience to be able to identify how you can utilize these technologies, and mix and match them to settle on an effective approach. It is not a walk in the park, with lots of information out there it could be hard to identify the best approach, especially that VR in some cases could be the least beneficent.
Despite the existence of free Metaverse tools for creating virtual spaces, launching a successful business requires more than that. And as the industry is quickly evolving there are many learned lessons. In the meantime, it could be a good idea to consult someone who started earlier than you in this learning journey.
Related article by Hasan Algarhy
The most important step is to start, deepen and know.
Once this is done 90% is done.Globally, industries are adapting to the rise of virtual reality technology, including the introduction of the metaverse, and trying to understand what it all means.
It is shaping up to be the biggest new growth opportunity for several industries in the coming decade, given its potential to enable new business models, products, and services, and act as an engagement channel for both business-toconsumer and business-to-business purposes.
The potential impact of the metaverse varies by industry, although we believe it holds implications for all.
Companies already leveraging the metaverse may build lasting competitive advantages. Business leaders should develop a strategic stance by defining metaverse goals and the role they want to play;testing, learning, and adopting by launching initial activities, monitoring results, and examining user behavior; and preparing to scale by identifying necessary capabilities and embedding the metaverse in their operating model. They should also explore becoming metaverse users themselves.
Related article by Francesco Brasca
The metaverse, a shared virtual reality powered by advancements in VR/AR, blockchain, NFTs and Web3, is rapidly expanding and offering new business opportunities across various sectors, including hospitality. In this short guide, we discuss the initial steps to kickstart a venture in the metaverse, essential information to know, required team members, the role of metagencies, and accessibility for all.
Discover how to identify opportunities and needs within the metaverse that business or hospitality service can satisfy. Familiarize with different metaverse platforms, digital property, tokens, cryptocurrencies, and smart contracts. Learn about assembling a team of experts, including VR/AR developers, blockchain specialists, 3D designers, and digital marketing professionals.
Metagencies can help entrepreneurs navigate the complex metaverse ecosystem, providing valuable insights and specialized expertise. Finally, ensure virtual hotels are accessible and inclusive by considering compatibility with low-cost devices, user-friendliness, and addressing the needs of people with disabilities.
Embark on your entrepreneurial journey in the metaverse with confidence and leverage its potential by following these crucial steps and considerations.
Related article by Roberto Garavaglia
To get started in the Metaverse, it's important to keep in mind some of the basic principles that we use when building a website or a page. You need to have a clear idea of what you want to achieve, what kind of experience you want to create, and what value you want to provide to your audience. Those are some questions that you want to answer:
- What does your space deliver, and what is its utility?
- What's the reason for people to visit?
- What will keep them engaged once they arrive?
Related article by Luca Lupattelli
I suggest finding groups like Hospitality Net, where newcomers can read great content on how to start with the Metaverse, like our glossary, and meet domain experts as well.
Since the space is crowded with people offering services, I would start with interviews with multiple providers/agencies/advisors before choosing the right partner to help me navigate the metaverse with confidence.
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