As it is easy to guess, virtual tours are fictitious tours created through technology to offer guests an immersive experience inside the property, without them having to go there in person. In fact, unlike classic 2D photos, virtual tours allow guests to simulate a real tour and return a 360-degree view of the hotel’s interior or exterior spaces.
To create a virtual tour, it is necessary to use specialized cameras equipped with multiple lenses that capture full views of all dimensions of the surroundings. These are then combined to create a seamless panoramic image within which you can move in any direction. 

There are different types of virtual tours, varying in their degree of sophistication: the simplest ones, are built with a series of photographs that allow navigation of the environments. However, it is possible to further enrich the user experience by adding sound effects (music or background voice) or clickable information and links at particular elements (such as details about the type of room or external links), or by replacing static images with actual moving video.
They are called virtual tours because of the fact that they do not take place in reality, but are in fact realistic images: not surprisingly, this type of technology originated in the gaming world and offers numerous opportunities for the tourism sector as well.  

The benefits of virtual tour for hotels

Why should an accommodation property decide to implement one or more virtual tours? And for what purpose? Beyond the trends of the moment, the advantages of this tool are many (otherwise chains of the caliber of NH Hotel Group, Marriott and Holiday Inn would not have adopted it): let’s see the main ones.

More visibility on search engines

Among the top ranking factors on Google is the presence, within the website, of quality content. Integrating the virtual tour into the hotel website means providing more information to users, who can then move freely between rooms, explore the lobby, take in the outdoor spaces and anything else you decide to show them. A path they will build on their own, interacting directly with the virtual tour and spending more time on your page. All this could be evaluated positively by Google, which could then reward sites that include virtual tours.

Increased chances of selling rooms

Increasing the visibility of your site and actively engaging users can boost direct sales. Virtual tours inspire transparency and trust: travelers will be able to get an even better idea of the hotel’s space and style, and they will be able to immerse themselves in its atmosphere without moving from home. Moreover, they will be able to dwell on the details that are most important to them, as if it were a truly personalized and exclusive visit: a mode that could prove decisive during the reservation process. 

Competitive advantage over competitors

Make no mistake, detailed descriptions and professional photographic storytelling are always necessary. However, it is true that a virtual tour can be a differentiator from the competition and prove decisive for those who are undecided between two properties similar in services or rates. Moreover, it will contribute to the overall image of the hotel, which will also stand out in terms of investment capacity and customer focus.

Strengths well showcased

As anticipated, the virtual tour can be just one, or there can be more. For example, you might decide to make a tour dedicated only to accommodations, showing all the room types in the property; or to services, emphasizing the restaurant area, the pool, the spa, and so on. This will allow you to give proper relevance to your strengths and again help guests imagine themselves in the room, in the massage parlour, poolside, or enjoying one of the sought-after dishes on your menu.  

Saving time (and money)

We have said that the virtual tour is like a realistic visit conducted remotely. A convenience that has consequences not only in practical terms (anyone can access virtual tours at any time and from any device: pc, tablet or smartphone), but also in economic terms. In fact, this tool can replace on-site inspections by business clients who want to preview accommodations or conference rooms, or by agencies and tour operators who want to include the property in their catalogs: both will thus be able to view it and possibly approve it even without ever having had to set foot there.

A way to help both parties save time, energy and, therefore, money.

Cross-platform use

And once implemented, where can the virtual tour be used? The first place is definitely the property’s website, but it is not the only one. In fact, even Google Maps can host virtual tours, and the same can also be used on social media and in e-mail marketing activity . In fact, it is a versatile content that can be conveyed on various channels to serve the active marketing and promotion strategy.

Aspects to consider and things to know

The benefits of virtual tours for hotels and tourist properties in general are now obvious. And it is equally clear that in order to create well-crafted, functional and effective content, it is necessary to hire professionals or equip oneself with the right equipment to do it in house. An initial investment that can pay off in the long run.
However, this is not the only aspect to consider: before filming, it is essential to prepare the space properly and, if it is video with people, to prepare the staff by rehearsing a little in advance the actions they will have to perform. 

Once produced, it is essential that the website can host it and allow it to be reproduced. A possibility offered, for example, by the Hotel Website Creation module of Zak, the PMS for hospitality properties by WuBook. Here the hotelier can insert the virtual tour(s), even more than one per page, and link directly to the reservation page form built into the site.

Technology can be a valuable ally in boosting sales, so why not take advantage of it?