Tripadvisor's Leap into the Metaverse: Revolutionizing Travel with 'Try Before You Buy' Feature

Tripadvisor's Leap into the Metaverse: Revolutionizing Travel with 'Try Before You Buy' Feature

In an exciting move for the travel industry, Tripadvisor is set to release a metaverse experience later this year, redefining the concept of 'try before you buy' in travel planning. This innovative approach will allow users to virtually explore popular destinations such as Paris, Dubai, New York City, Chicago, and Atlantis Paradise Island in the Bahamas, before finalizing their travel bookings.

Adam Ochman, the global director of marketing solutions at Tripadvisor, emphasizes the significance of this venture. "Traveling is one of the most expensive activities that one can engage in without trying it first," he explains. This initiative, developed in collaboration with Wanderlab, Tripadvisor’s content marketing agency, aims to democratize travel, offering the community an opportunity to explore and experience destinations from home as they dream and plan.

Partnering with MeetKai, a company specializing in metaverse and AI products, Tripadvisor's metaverse experience was announced at the CES conference in Las Vegas. The vision is to collaborate with travel bureaus and companies to create immersive digital spaces, blending elements of e-commerce, gaming, and social interaction. For example, in Paris, users could digitally explore landmarks like the Eiffel Tower or the catacombs, or even virtual shops highlighting the city’s renowned fashion scene.

MeetKai's chief business officer, Peter John Alexander, envisions a future where the metaverse offers all functionalities currently available on Tripadvisor's traditional website. The metaverse platforms will be web-based, accessible via mobile devices, desktops, and VR headsets. Users can create custom avatars and interact with others in these digital worlds.

This initiative comes as part of Tripadvisor’s broader strategy to innovate and adapt under the leadership of CEO Matt Goldberg, who took the helm in July 2022. The company has been revamping its core products and exploring new avenues to enhance user engagement and monetization. Notably, Tripadvisor recently introduced an itinerary creation tool powered by generative AI, which has shown promising results in user engagement and revenue generation.

The metaverse has seen varying levels of interest and experimentation in the travel industry. Marriott Bonvoy and Travelzoo, for example, have launched their metaverse projects, focusing on virtual representations of real and fantastical destinations. Despite some skepticism in the tech world, as noted by expert Ed Zitron, Alexander remains confident about the metaverse's potential in transforming web experiences.

Tripadvisor's metaverse experience symbolizes a groundbreaking step in travel technology, offering a unique blend of virtual exploration and planning, set to revolutionize how we envision and prepare for our journeys.