The metaverse opens the doors to tourism of the new era
Accenture published a report today highlighting that the Metaverse is not intended to replace physical travel, but rather to provide a complementary enhancement
Metaverse is probably one of the words that has generated the most questions in recent months, since Mark Zuckerberg, creator of the social network Facebook, announced that this would be the name of his new great technological project. But what exactly does this concept refer to?
What is the metaverse?
It is important to know that when talking about the metaverse, reference is not made to a particular platform or brand, but to the concept of virtual space. Although nowadays it is easy to distinguish between the digital and the physical world or between the online and offline, with the emergence of the metaverse it will combine both environments and will allow carrying out the activities of daily life, such as working and traveling.
According to a study released today by Accenture, travel and tourism companies that fail to invest in the metaverse risk being left behind and unable to compete.
The survey of more than 11,000 consumers in 16 countries found that while almost two-thirds (64%) of consumers have already purchased a virtual good or participated in a virtual experience or service in the past year, that number is expected to rise, since 83% show interest in making purchases through the metaverse. Additionally, 42% of respondents said they had visited a retailer in the virtual world to get advice, make a payment or browse a range of products when purchasing a physical item, while 56% of respondents plan to do so in the next year. . Among millennials, these figures rise to 51% and 61% respectively.
"The era of the metaverse has begun, and so for consumer-facing companies, it's not about deciding if they're going to enter the metaverse, it's about deciding how," said Jill Standish, senior general manager and global head of Accenture Retail. “The metaverse can also help build loyalty through experiences that go beyond simply purchasing a product. For example, they can create a personalized experience.”
The survey also found that half (50%) of consumers said they are purchasing, or would be interested in purchasing, a travel experience, such as a sightseeing tour or a hotel stay. This figure rises to 55% of millennials, compared to 29% of baby boomers. For entertainment, 54% of consumers say they are buying, or interested in buying, tickets to a concert, show or sporting event taking place in a virtual world.
Emily Weiss, Senior Executive Director and Global Head of Travel at Accenture said: “It is important to recognize that the metaverse is not intended to replace physical travel, but rather to provide a complementary enhancement to an overall experience that, over time, can become an essential part of the travel ecosystem. Giving the option to sit in a virtual first-class seat, experience the lounge, or walk through a resort or hotel room opens up opportunities to truly engage and inspire people before they travel. And, through "try before you go," recreating landmarks in all their past glory or allowing travelers to investigate parts of nature they can't explore in real-life interaction, the metaverse can also help create a more meaningful travel experience. that meets or even exceeds customer expectations.
In addition to giving rise to new ways to shop, travel and socialize, virtual products and locations highlight a potential opportunity to increase revenue across industries.
Oliver Wright, Senior Executive Director and Global Head of Accenture's Consumer Goods and Services Industry Group, said: "In a world where the digital has become as important as the physical, consumer-facing companies face the challenge of creating, shaping and marketing products, services and experiences. that can move between the physical and virtual worlds. And they need to do this while coordinating a network of experts, skills, and technologies to help make it happen. While the commercial applications of the metaverse are still in their infancy, they will develop quickly because consumers already expect it.