When looking into the future of hospitality (and the present, for that matter), one must look at technology as well. The two go hand in hand – mostly to ensure a seamless and easy experience for guests.

One concept that surely has come to stay is the metaverse. In this article, I’ll look into what the metaverse is and what it means for hospitality businesses moving forward.

The metaverse is growing

And that’s a fact.

Everyone seems to be talking about it these days, but most people still don’t really understand it – let alone how their businesses can be a part of it. The term ‘metaverse’ covers the future of the internet, so to speak. It’s a more immersive internet where people will be able to work, play and socialize on a persistent platform.

The future of work is closely connected to the metaverse that will present more immersive meeting and co-work environments, allowing people to talk, brainstorm projects and co-create together. Of course, Microsoft is already developing it own metaverse platform, and many more companies will follow troop in the next few years.

For the hospitality industry, the metaverse is a game changer.

With the development of the metaverse comes the Avatar – our presence in the metaverse when we’re engaging with other users. An Avatar is basically a digital version of ourselves, and it could look exactly like we do in real life. Motion capture will even allow our avatars to adopt our unique gestures and body language.

For the hospitality industry, the metaverse is a game changer. Not only is it changing the way e.g., hotels and restaurants do business and offer their services; it also changes our perception of the industry as a whole. To me and most others, hospitality is a physical industry, however, the metaverse is showing us that it can also be virtual.

Virtual…. reality?

How so? For example, by offering virtual reality tours of the premises, allowing guests to interact and complete a booking with an avatar (a representative of the hotel or restaurant). Another example could be to offer guests access to virtual spaces for meetings, birthday celebrations and events. Still a foreign concept to me, as I certainly prefer celebrating birthdays in real life, but let’s be honest… where is the border between virtual and real life drawn in the future? I’m sure that, for many people, the metaverse will become part of both.

For restaurants specifically, the metaverse will present a variety of new possibilities as well; from showcasing their menu and taking people “backstage” to show how meals are prepared in the kitchen to offering virtual tours of the premises. Making room for a brand new customer journey, the metaverse will enable people to discover and explore hotels and restaurants at their own pace.

The only thing you can’t do virtually (yet!) is to eat and drink. Hospitality businesses can go far though, when it comes to offering their guests unique F&B concepts.

Travel and entertainment companies are able to go the extra mile in the metaverse by creating realistic experiences that people can enjoy from the comfort of their own homes. Basically anything from live concerts and music classes to rollercoaster rides and exploring tourist destinations around the world will be on offer (it already is) – not to mention going clubbing and gambling in casinos. The potential is truly limitless, allowing businesses to monetize an entire new market.

Blockchain Technology and the Hospitality Metaverse

It’s impossible to talk about the metaverse without mentioning Blockchain. The two are inextricably linked. Blockchain can be used to process payments, to verify ID and to control loyalty programs.

Storytelling transformed

The concept of storytelling will never dissapear, mainly because our human brains are wired to read, understand and live them. It’s in our DNA. However, the way stories are told and presented, could very well transform with the rise of the metaverse. Especially because guests/customers/consumers will become a bigger part of the narrative in the metaverse as opposed to the one-way communication in storytelling that we’ve seen from businesses so far.

There’s talk about “story-living” instead of “storytelling”. People will be in charge of their own narratives inside the metaverse, as they’re literally creating their own stories. One could argue that the metaverse is more of a framework than an actual place, and that gives space to new ways of telling stories. There will definitely be an emphasis on social sharing inside the metaverse as opposed to independent storytelling.

Still, storytelling in its purest form will continue to be a necessity for businesses. Perhaps more than ever, as each brand must truly set itself apart from the rest to be heard, seen and respected. Also in the metaverse.

Three hospitality brands to follow in the metaverse (who are already active):

• Stella Artois
• Budweiser
• Marriott

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